This week I’m chatting to Andrea Flamini, founder of Loel, a small family run business passionate about jewellery. The exquisite handmade Italian jewellery made from recycled gold and silver have graced the ear lobes and necks of celebs such as Claudia Winkleman, Mel B and Tyra Banks. Hi Andrea, and welcome …

Hello 👋 I’m Andrea, a 46 year old mother of two boys and more recently a puppy. I was born in Malta but lived most of my life in London and more recently the Kent Coast. I am the owner of Loel, an independent jewellery brand passionate about Italian hand made designs. Apart from being passionate about all things jewellery I love to dance, sing, read and make things – whatever they are from tapestry cushions to copper Christmas decorations. I love nothing more than a spontaneous dinner with friends fuelled by pasta and wine
What inspired the setting up of “Loel”?
I have always adored jewellery. Growing up my mother had the most incredible style and collection of pieces she bought or inherited from her grandmother and I loved playing dress up in her pearls and brooches. When I was older my parents moved to Italy and my mother set up her own jewellery business making and selling jewellery to 5% hotels around Europe. At the time I would help her with the online aspect of the business and travel with her on any buying trips to meet the Italian designers. I loved being immersed in this world of design and creativity so much so that when it was time for me to go back to work after my first maternity leave I decided to leave my Head of Marketing job and try and create a brand that brought the beautiful hand made pieces that I was seeing in Italy to a UK audience.

I absolutely adore your Tassel Collection – especially the Tassel Hoop earrings! What items are proving popular amongst your customers so far this season?
The Tassel Hoops have always been a best seller for us. They are so distinctive that everyone who wears them adores them. As part of that collection we launched a large multi tassel cuff at the end of last year which Claudia Winkleman wore on Strictly and that sold out instantly. We’ll be getting more of those and the hoops in for our waiting list and looking to introduce a new collection later this year,m
Out of all your collections, do you have any favourites?
It’s very hard to say as I love all the designs that we have had over the years. However one close to my heart is our Gold Coast Collection which we developed alongside our photographer friend Jaron James. These were pieces inspired by the iconic landscape around us on the Kent Coast the stunning photographs that Jaron had created. The Arrow pendant from that collection is still one of our best sellers. I would love to do a follow up collection at some point..

As you are based in the UK, are your products available to purchase overseas?
We ship all over the world but at the moment don’t have any stockists outside of the UK. We are always open to working with brilliant people so would love to explore that option.
When looking for jewellery designs to add to your collection, do you take into account your own tastes, your customer base, requests, traditional pieces, what you have discovered or bits of all those?
From the start I always wanted to buy pieces that I would love to wear. I felt this way I could honestly and passionately talk about the designs in an authentic way as I truly believed in them and how they were made. Our customers however do also help shape the collections and the pieces we develop. I really listen to their feedback and requests to see if we can develop pieces that they love and we love.

As you are passionate about Italy … as well as jewellery, of course, what are your 3 favourite things you love about Italy?
I love everything about Italy. I studied Italian at university and spent a year living in Piacenza as part of my course and fell it love. My parents later moved to the Italian lakes and lived there for many years and I would visit at least 3 or 4 times a year. I love it’s culture and attitude, Italians really know how to embrace life and live it to the full. Whether thats with the food they eat, the importance of family and the value on tradition their quality of life in my opinion is second to none.
I love the variety that Italy has to offer. Each region and town is unique offering a history and culture all of its own, even from one neighbouring town to the other. They are passionate about their own particular wine or food or particular famous landmark and will argue to the death that their is the best in the world.
I love their style. The Italians are just so elegant. Everything is considered and put together in the most exquisite fashion. I love their crazy rules around what is and isn’t acceptable to wear when. For example you’ll never find an Italian wearing navy in Autumn. Navy is only ever worn in the Spring. Why I have no idea but I love their commitment to the rules.
What part(s) of Italy do you feel offers the best when it comes to jewellery?
Our designers are predominantly based in Tuscany – the region is renown for jewellery with many artisans and generations of families in the business. There are a number of small independent family run manufacturers in the area, each with their own style and speciality. Vicenza is also famous for its jewellery, a historical city as beautiful as the pieces that their local designers create.

Hypothetically speaking, which famous lady would you pick to be the “Face” Of Loel and why?
I would have to say Claudia Winkleman is the perfect Loel girl. She absolutely knows what she likes and has a style of her own. She’s incredibly funny, self deprecating and never takes herself too seriously – something we try to do ourselves with the brand. Jewellery should be fun and not serious or moody. It should be the cherry on top of your outfit cake. Therefore someone with that sense of style and fun is key to our customer base.
Growing up, did you always want to be a jewellery designer or did your aspirations lie elsewhere?
I always wanted to do something creative with my life. Whether that was in fashion and design or another creative route. I ended up spending many years in advertising and marketing which did allow me to spend a lot of time amongst creative people which is so inspiring.

Personal now – what outfits and shoes would you normally be found wearing?
Since moving but the coast a few years ago if I’m honest I am usually in joggers and trainers which is shameful I know. I work from home so there is very little reason to get dressed up most days. If I do have to make an effort then I would usually wear some kind of oversized Co-ord set or bagging jeans and some great shoes. And always way too much gold jewellery for most people’s liking.
Do you have any favourite shops or online sites? (Apart from your own!)
My dream is to be forever in cashmere and Max Mara but the reality is I try to shop locally where I can. Positive Retail in Margate and Deal is an amazing store offering pre-loved and dead stock designer pieces at a reduced price. POM in London is one of our stockists and Katie has the most incredible eye. I’m also a sucker for a bargain so will have a nose around The Outnet or TK Max every now and again. Plus I am trying to be better at finding things on Vinted or Ebay before buying anything new.
High Street wise I would say Cos or Zara but always in an XL!
What’s next on your clothes/shoe wish list?
We got a new puppy at Christmas so I am on the hunt for some good walking boots! And a really great oversized cashmere sweater
Boots or Shoes?
I would have to say Boots from now on as I will be walking much more with the puppy. But generally I’m in trainers and flat so traditionally shoes! I do have some amazing shoes that my incredibly generous Mother In Law has given me over the years.
Links you would like to share e.g. website/facebook/twitter etc so that readers can find out more about Loel:
https://www.instagram.com/LOELANDCO/
Fabulous to chat to you Andrea! I love Italy and I love those tasselled earrings too! 😊
Linda x
All photographs have been published with the kind permission of Andrea Flamini