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1st Designer Case Study

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1st Designer Case Study

  1. 1. 'As designer, I have great pleasure in translating my natural surroundings into jewellery. This range represents an alternative design ethic which is not hampered, nor under restraint. We are free to explore beyond the boundaries set by the commercial market. Our jewels have a story to tell far beyond its monetary value and a secret to share with you as wearer…I trust that you will hear the whisper.’ -MareléLamprecht<br />
  2. 2. freeRange Jewels first caught my eye a year ago as I was walking through the Cape Quarter in Cape Town. I’m drawn towards jewellery that has more of an organic feel, something not afraid of a few scratches, has fine detailing, with an obvious shape. I was lucky enough to get time to interview the young, nature inspired Cape Town designer for freeRange jewels as well as add one of her fabulous pod rings to my jewellery box.<br />According to MareléLamprecht (2011,May) after school she wanted to study something mechanical but was advised by a career councillor to do something which had a creative element as well and suggested jewellery design. Luckily for the jewellery industry she took this advice and went on to spent the next four years at CPUT (Cape Peninsula University of Technology) studying Jewellery Design and Manufacture from 1998 – 2001. She admitted that she struggled through her 1st year because she did not have an art background and feels that she only really found herself in her 3rd year where she really stood out. After her 4th year she went on to work for a private jeweller (Gimbeek Jewellers) in Somerset West, Cape Town where she worked for five years. Here Marelé realised she was actually not at all ready for the Jewelery industry and decided to educate herself further in courses like Diamond Grading, Jewellery Evaluation and Gemmology.<br />It was In 2005 that Marelé was head hunted by David from David Bolding Goldsmith, to become their workshop manager. This role entailed designing with clients and briefing the other jewellers on what they had to manufacture. She loved this role and in the winter of 2007 Marelé and David decided to get the jewellers to start making some stock when they had no other current projects to do. Very quickly they soon had a safe full of stock that needed to be sold. These items would soon become the produce of freeRangeJewls, although the name had not yet been established.<br />'As designer, I have great pleasure in translating my natural surroundings into jewellery. This range represents an alternative design ethic which is not hampered, nor under restraint. We are free to explore beyond the boundaries set by the commercial market. Our jewels have a story to tell far beyond its monetary value and a secret to share with you as wearer…I trust that you will hear the whisper.’ -MareléLamprecht (MareléLamprecht, June 2, 2011)<br /> <br />
  3. 3. Marelé draws her inspiration from nature, she loves the outdoors and her jewellery is very organic yet crisp and neat. Referred to by Marelé (2011, May) freeRange Jewels only uses precious metals (silver, gold and platinum) and stones (diamonds and gemstones) in their designs. Marelé has established several ranges under the freeRangeJewls range, a few of my favourite are ‘green your fingers’(MareléLamprecht, June 2, 2011) which consists of beautiful sterling silver cast snail rings with the finest of detail in the cured up snail sitting across your entire finger. Silver flower rings with enamelled petals in soft, summer, pastel colours and an enamelled bold red lady bug sitting on the petal. One of my particular favourite from this range, a silver pod ring with turquoise clay seeds inside, every now and then you catch a clips of colour that draws to into examine this ring closer, the fine creases of the pod skin and scratch like detail makes this ring stand alone should you choose plain silver seeds in your pod. This range also has a few rings with stones, be it a brownish Smokey quarts on a bed of silver foliage creeping around the setting and down to the shank or a faceted stone with two ivy leaves nurturing it tightly from either side of the shank. (MareléLamprecht, June 2, 2011)  <br />‘Love me love me knot’ is another range that stood out for me. This range is made up of simple silver bangles and necklaces with a series of one or two knots on them. (MareléLamprecht, June 2, 2011) Like Mareléi just love that a knot is forever and the tighter it is pulled the harder it will ever be to undo. It’s simple but so effective. (2011,May) these pieces have different surface treatments done to the final product giving them a unique look depending on the clients choice, they can be highly polished, black rhodium plated giving it more or an antique feel, pink gilded giving it an sheen of pink in its shine and matt oxidised giving it a desirable dirty matt look. (MareléLamprecht, June 2, 2011)<br />Marelétrue to her inspiration and promotion of a ‘green’ living is not at all scared to draw environmental issues in to her designs. This makes freeRange Jewels also very environmentally conscious and last year they successfully launched their frog inspired range called ‘Save the Frog’. This range consists of hand carved and cast silver frog and Lilly pad rings with enamel work to promote awareness against the extinction of frogs as they are facing the single largest mass extinction since the disappearance of the dinosaurs. freeRange Jewels did this in support of the Amphibian Arch in collaboration with the Two Oceans Aquarium Frogs beyond the Pond exhibition. (MareléLamprecht, June 2, 2011) (2011,May)<br />At the Design Indaba 2011, freeRange Jewels launched their latest range ‘Cast In Stone’. The ‘Cast in Stones’ rings were designed symbolise perfection through simple design and natural shapes. Each hand caved from wax and cast in sterling silver with their own accent of 9ct gold shiny nugget set with a sparkling diamond these rings are bold yet with their highly polished finish they are soft and understated as you eye glides along the sheen of the surface to be met by a twinkle from the diamond making you quickly realise how bold this pieces is again. (MareléLamprecht, June 2, 2011) (MareléLamprecht, June 8, 2011 ) ( 2011,May)<br />
  4. 4. freeRangeJewls uses these Design Indaba, JEWELEX and other expositions to gain exposure and market their store and jewellery. Strangely enough this is the 4th year that freeRangejewls jewellery have been at the Design indaba but this year was the first year they were exhibiting solely under the name freeRangejewls. They use social networks such as twitter, facebook and several blogs to keep clients updated with the latest additions to the ranges as well as promotional information. Newsletter are sent by email and the entire freeRangeJewls group are very efficient in keeping information regularly updated. ( 2011,May)<br />Their packaging is true to their product as freeRange Jewels has a very home grown, organic and natural feel to it so its original, brown packaging with the repeated logo suited its brand perfectly. As they started to introduce a more glamour's ranges like the ‘Show Stopper Range’ these bags didn't suit the products so they introduced a more classic style carrier bag with the rustic, natural print from the old carrier bag on the box inside. They also offer a sack and tin for smaller items. They have a variety of three business cards, a large post card size, a standard business card size and an in between size. All with their details, brief history, quote and images. ( 2011,May)<br />I'm still beaming from my interview with Marelé although it was months away now. I feel it has reminded me of my love for organic, scratched, detailed pieces of jewellery, pieces that tell stories and look like they have a story. Her successes has inspired me to continue to use inspiration that truly means something to me, previously in part time courses I made three piece I would say was organically inspired. Tie the knot: Initially thinking this would be a lovely idea for and wedding ring as the saying reflects that a knot is forever. I made silver wire and twisted it in to a beautiful knotted bangle. Pod Pendant: Shaping the entire silver pod pendent from a tree stump has given it the organically natural look I desired. Silver Shoelace:“In a knot or in a bow, I’m with you step by step wherever you go” I made this silver shoelace bangle for a really good friend of mine before she went travelling. The idea was that she would be travelling the world not by foot the whole time but this was a gift to let her know I am always there for her in good and bad times. I achieved the crisscross shoelace effect but hammering a section of a kitchen sieve on to the silver.freeRange Jewels made me remember the love I felt for these piece when making them and the feeling I felt then I want to continue to draw out . When I think of design, colour, textiles, photography, antique stores, jewelry and food, it fill’s my body and mind with inspiration. Like a horse bolting from an unknown snap in the forest my mind races away from me for hours. I imagine designing the most amazing jewelry and taking breath-taking photos that leave you lost for words as you marvel over the moments captured. Creating such beauty with my bare hands and finally being able step back and say I did that. I made it.<br />Over all freeRangeJewls just drew me in little by little with the rustic yet neat feel of their shop in the Cape Quarter, their cleaver yet simple ranges with thoughtful but playful titles. From marketing, to design, to packaging and product as well as the warmth you feel from the start of a strong client relationship they are true to the essence of freeRange jewels making their product and whole experience truly one everyone should embark on. Only 3 years 8 months old you may say freeRange has a long way still to go, but drop by the Cape Quarter, experience the freeRange experience and you will see in that short time people now have a long way to catch up. <br />Word Count: 1536 ( 3/5 pages, font size 12, line spacing 1.5)<br />
  5. 5. freeRangeJewles-In The Cape Quarter<br />
  6. 6. My Favourite Ranges: <br /> Green Your Fingers<br />
  7. 7. Price Range –R680-R20 000<br />
  8. 8. Love me, Love me Knott<br />
  9. 9. Price Range – R1200 – R3500<br />
  10. 10. Save the Frog<br />
  11. 11. Price Range –R980-R2500<br />
  12. 12. CAST IN STONE'<br />Price Range – R3500 – R7500<br />
  13. 13. freeRange jewels Packaging <br />
  14. 14. Below is a freeRange Jewels slide show filmed by one of my friends to showcase them for the Design Indaba 2010- it is shot in their store at the cape quarter as well as their workshop. The first section gives a great feel for the different ranges they offer and the feel for the jewellery in general.<br />Double click to start the presentation.<br />
  15. 15.
  16. 16. My tie the knot<br />
  17. 17. my Pod Pendant<br />
  18. 18. my Silver Shoelace<br />
  19. 19. References<br />Lamprecht, M. (2011,May). ‘choosing jewellery design as a career’, freeRange jewels Shop, Cape Quarter, Green Point, Cape Town,South Africa.<br />Lamprecht, M. (2011,June). freeRange Philosophy, Retrieved June 2, 2011 from source.http://www.freerangejewels.co.za/philosophy.aspx<br />Lamprecht, M. (2011,May). ‘inspiration and materials used in your range’, freeRange jewels Shop, Cape Quarter, Green Point, Cape Town,South Africa.<br />Lamprecht, M. (2011,May). freeRange Range, Retrieved June 2, 2011 from source.http://www.freerangejewels.co.za/range_category.aspx?CategoryId=79224f2e-3350-417c-b7cb-c8e2145c039b&SubcategoryId=6143c2d7-40e3-4b37-9717-faaa34abf8db<br />Lamprecht, M. (2011,May). freeRange Range, Retrieved June 2, 2011 from source. http://www.freerangejewels.co.za/range_category.aspx?CategoryId=79224f2e-3350-417c-b7cb-c8e2145c039b&SubcategoryId=d90916a4-600b-451d-b59a-6d3e7d2c5034<br />
  20. 20. Lamprecht, M. (2011,June). freeRange Range, Retrieved June 2, 2011 from source. http://www.freerangejewels.co.za/range_category.aspx?CategoryId=b476a615-a390-45f7-b5b4-d492c7ba40dc&SubcategoryId=8f3fe85d-f3fe-4dd6-b8ce-1cce6f73caee<br />Lamprecht, M. (2011,May). ‘Love me ,Love me knot Range’, freeRange jewels Shop, Cape Quarter, Green Point, Cape Town,South Africa.<br />Lamprecht, M. (2011,June). freeRange, Range, Knots & Knots of Love, Retrieved June 2, 2011 from source.<br />http://www.freerangejewels.co.za/range_category.aspx?CategoryId=b476a615-a390-45f7-b5b4-d492c7ba40dc&SubcategoryId=8f3fe85d-f3fe-4dd6-b8ce-1cce6f73caee<br />Lamprecht, M. (2011,June). freeRange, whats new, Save the frog, Retrieved June 2, 2011 from source.http://www.freerangejewels.co.za/newsdetail.aspx?Id=8dd03fad-383e-482b-b2cd-c4981dd377eb<br />Lamprecht, M. (2011,May). ‘environmental awareness, latest ranges’, freeRange jewels Shop, Cape Quarter, Green Point, Cape Town,South Africa.<br />Lamprecht, M. (2011,June). freeRange, whats new, cast in stone, Retrieved June 2, 2011 from source. http://www.freerangejewels.co.za/newsdetail.aspx?Id=1dcfcf15-eed9-49c8-85cd-c28889aa0717<br />
  21. 21. Lamprecht, M. (2011,June). Fine freeRage cast in stone, Retrieved June 8, 2011 from source.http://silver-designer-jewellery.blogspot.com/<br />Lamprecht, M. (2011,May). ‘Marketing , Branding, Packaging’, freeRange jewels Shop, Cape Quarter, Green Point, Cape Town,South Africa.<br />

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