Meet The Creatives: Yaa Yaa London
30 Jun 2020
Yvonne Asare, the name behind this relatively new and very colourful jewellery brand, is now looking to expand further the wholesale arm of her business. She explains how Yaa Yaa London has developed.
Belinda: What led you from being a legal PA, to then being a stylist and finally creating a jewellery brand? How did that particular career progression come about?!
Yaa Yaa London: Although I initially wanted a more creative/fashion-based career as a youngster, I was encouraged by my parents to start with what, at the time, was deemed to be a more ‘stable’ career path. As I look, I am very glad that I took their well-intentioned advice. Starting my working life as a legal PA is something I wouldn’t change – among its benefits, it teaches you to have a meticulous eye for detail, be business savvy, think on your feet, be observant and to work well under pressure. These are all things that have helped me with my vibrantly coloured gemstone jewellery brand.
I would often wear bright, well-put-together outfits to the office and a number of colleagues would very kindly comment that I always dressed so well and in lovely colours. This was often followed by ‘you should be a stylist’ – so that’s what I did; I styled people and did their makeup alongside my legal PA job. I know that colourful jewellery completes any outfit and enhances mood.
I was always drawn to bold patterns and coloured stones and metallic, which must have come from my Ghanaian background. Although born and raised in London, the culture of Ghana is very much within me. (In Ghana, people love to make colourful stylish clothes and jewellery with individual patterns.) I would often search for jewellery but be unable to find what I was looking for. I felt there was a gap in the market for bright coloured raw and rustic coloured gemstone jewellery at affordable prices. I initially started sourcing and selling and then built up the confidence to design. This is one of the best decisions I have made.
Image: Druzy earrings and ring (left), Mega agate rings (right)
B: What inspires the designs for your jewellery? Do you design everything yourself or do you employ a designer?
Y: I take inspiration from all of the vibrant and vivid colours of nature and use them in my jewellery. I prefer to sketch my designs by hand. I work with a skilled team of artisans in the design process. From time to time, they offer suggestions and alterations and I like that – I am open to improving and refining my brand. I’m pleased to say that we have built a good working relationship.
I am always drawn to vivid patterns, coloured stones and metallic. Ghanaian cloth patterns often feature geometric, circular and tear drop shapes which is reflected in my jewellery – some of the cloth designs remind me of the unique patina of agate and solar quartz.
B: Where do you source your gemstones? Do you have particular favourite stones and do you buy them ready cut (or does the stone and the cut dictate the design)?
Y: Almost all of my gemstones are from the Far East. I adore agate – it where my first love of gemstones began. It never fails to look unique! One of my latest gold vermeil agate designs is affectionately named ‘My First Love’ for that very reason. Currently, I prefer to leave the stones looking rough and unique in form.
Image: Adjustable Trilogy Rings (left), Agate earrings (right)
B: Did you begin by selling online direct to the consumer? How were you able to start selling to the trade?
Y: In October 2017 I started selling to the consumer. Social media has helped in getting noticed by consumers and in recent years, retailers too. In general, they have been very helpful with regard to what they would like to see more of. They can be so supportive and encouraging. Many have followed the YYL journey and that means a lot to me. I started selling to trade in 2018. My first UK stockist is a lovely boutique in Surrey and they still stock YYL to this day! Since then, we have exhibited at two trade shows with PURE London receiving a great response.
B: Why did you decide to launch YYL Luxe? Are you working with the same manufacturers for this?
Y: With the success of the affordable Yaa Yaa London gemstone jewellery collection, I decided that it was time to design a luxury range for customers wanting something a little more special and yet still unique. The Yaa Yaa Luxe range features vibrant and unique gemstone jewellery, but this time, my designs are gold vermeil, 22k rose gold and 925 sterling silver – most of my rings are adjustable so sterling silver base metal allows for greater adjustment which appeals to my retail and trade customers.
Image: Molten gold turquoise statement ring
B: You are still a very new business, but if you were starting out now, what would you do differently (if anything!)?
Y: I wouldn’t do anything differently. Even when things haven’t turned out as planned you can learn something from that. Failures and triumphs make us all stronger! You can’t go forward if you’re looking back, so I focus on the future. I try to be determined, to commit to my goals, so as to achieve success. Colourful jewellery makes everyone happy. Humans are emotional beings, so even on a bad day, I put on my YYL jewels and get on with life as positively as I can!
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Source: The National Association of Jewellers