This Isn’t a Jewelry Brand. It’s a Witches' Brew.
Welcome to the slightly feral coven of Lucy Delius.
Lucy Delius doesn’t design jewelry so much as she conjures it. There’s intimacy here; her pieces are almost a little naughty, which is perhaps why she refers to her customers as her coven.
Lucy embodies the posh undercurrent of her home base in London: unfussy, but precise. When I see her, she’s always in cotton tank tops and easy slip dresses, plodding around in bold tartans from The Row and mesh Alaia flats, bare-faced and backlit, the jewelry catching what little light there is. There’s usually tea or gin, sometimes a cigarette.
Initially, I didn’t connect with her work thinking about how I was going to complete a look, but because it felt like it already knew something about me. Does that make sense? She and Jordie Foster invited a tiny group of women to a hushed room inside the haunted Chelsea Hotel and then drenched us in diamonds before sending us down to a dimly lit dinner. It was a little witchy, a little cunty, glinty and exquisite. It struck me that her coven isn’t about defense but desire: it’s charged, but there are no protective amulets here.
JG: How would you describe your personal style?
LD: I am schizophrenic, greedy, and insatiable! I love clothes and fashion and have since I was tiny. My uncle recalls a family holiday when I was about five, and I had three outfit changes a day. Not much has changed—I find it hard to define myself into a particular bracket. It’s just about the pieces I see, love, and have to have.
I travel a lot for work, so I also need a wardrobe of great pieces that work together. I pack the same amount for three days’ work away as I do for three weeks. And comfort! I have to feel comfortable. I spent my early years in miniskirts, tight tube tops, and the skinniest jeans ever, and I can’t do that anymore!
I would say my fallback for being in the studio is more classic, but always with something interesting or unexpected. a great shirt, masculine and oversized in style, some silky pants (Vince is my favorite but I’m also hovering around some CommeSi ones), and my The Row gathered loafers. I have about 100 white T-shirts (the best backdrop for jewelry), and I’m a big trouser/pant girl. And for shoes, I LOVE chunky shoes – Gucci brothel creepers or my The Row Zipped boot.
When Raey went into administration, I bought quite a few of their suits from eBay and Vinted. They are smart, but the cut on the blazers is wonderfully oversized and not what you see everywhere.
When I’m with clients or at events, I’d say it’s casual sexy and never matchy-matchy unless it’s a full-toned colour look—in that case, I love a full burgundy.
I have a penchant for a bit of 90s/00s nostalgia. CO just brought out these army pants, and I had to have them. They reminded me of being 15 years old when All Saints (the band) was the coolest thing ever, and I wore baggy Maharishi trousers with a white tank.
And I love a pencil skirt with a tight sweater. It works with my curvy figure. Oh, and a sleeveless blazer.
See, I can’t even answer this question properly because there are just too many things I love! I think that’s why we get on so well!!
JG: So true! To your point, I literally make a living finding and telling people about all the things I love! And I LOVE your jewelry. Give me your slant on the fine jewelry world and what made you want to be a part of it.
LD: I have worked in jewellery in some way, shape, or form my whole career. I was always on the PR and comms side of things, but I worked for several start-up brands and never did one thing. I also really saw what it took to build something from the ground up.
I took some time off when I had my kids, and being out of the industry made me really look around. I felt like the demi-fine thing had exploded, and not in a good way (that’s gold-plated silver, which you guys aren’t into here in the US). At the entry level to fine jewellery, everything was so incredibly dull.
I loved vintage jewellery, but that was a whole boho sort of look that didn’t feel that elevated to me, and I wondered if I could make something that paid homage to those beautiful silhouettes that had come before, but make them fresh and modern by using beautiful quality diamonds and 14kt gold. I’m so happy I did. I love love what I do – I’ve discovered a whole part of myself that I never knew existed.
JG: You always have the best clothes! What's in your cart right now?
LD: YOU have the best clothes! I always have a groaning basket and about 700 tabs on my phone for future purchases.
I saw a Maria McManus blazer when I had dinner with Alexis Badiyi. It has a silk cape/scarf attached, and I’ve been texting Maria relentlessly to find out when it’s dropping.
I want someone to throw a fabulous party so I can wear this 16Arlington dress or maybe this one – this is basically me in a dress.
I’m in Dallas as we speak, and I’ve just tried on these Khaite shoes. I can’t decide between the black and the red ones. (Ed note: Khaite gifted me these; they’re insanely comfortable. I have clocked them all over the city.)
I’m in the market for a leather jacket, so I’m trying to decide between this one from Rohe or this one from Nour Hammour. Will I always love white leather? (Ed note: I got the white leather and it’s divine.)
I want to wear this silky dress all summer – no bra, obvs
I know you guys are huge High Sport fans at the Love List, and these stripey ones are a serious contender for my next splurge, but I’m worried I might look like a deck chair. (Ed note: you won’t. And if you’re concerned about it, get the shorts instead!)
Practical but also cool, it rains so much in London that I really need a Marfa Stance raincoat. (Ed note: I NEED THIS.)
JG: God, what a fantastic list. We have such similar taste! What should be in my cart right now?
Well, I’ve just launched a super cool collaboration with Asceno. I’ve designed five fish and horseshoe pendants based on a vintage articulated fish I bought in Spectrum Antiques in London (the best place for Victorian jewellery in London).
We are also launching a pareo, lounge set, and kaftan to match. I’m very excited about this, as it’s our first brand partnership, and I’ve been a good friend of the founder, Poppy, for a long time.
Also, my Persephone Diamond necklace, because I know she’s been visiting you in your dreams, and when jewellery does that, you know it’s true love.
JG: How do you overcome a creative block?
LD: Step away from the electronics! Sometimes, it’s as simple as being bored. I stop looking at emails or going into the studio and let thoughts wash over me. But I have to really be strict with myself to carve out that time.
If I’m in London, I take myself offline for the day. I walk around, have a nice lunch with friends, and then tour our amazing antique jewellery stores and markets. If you look hard enough, there is always a nugget to be found.
If I have the luxury of time, then I need to get on a flight. Whether I’m with my family, on my own, or with a friend, there is nothing like being in a different place and time to get those juices flowing.
JG: Speaking of airplanes, that’s where I do my best reading. What's the last thing you read that you loved?
LD: I am a voracious reader. I read Hello, Beautiful on holiday last month, and I couldn’t read anything else for the rest of the week as it stayed with me in such a lovely way. It’s hard to find a book like that.
I also read All Fours last month (late to the party), and oh my god, it was so shocking and out of the ordinary. I just loved it, but I kind of didn’t love it. So it was wonderful to read something that was so challenging like that. I love to give it to girlfriends who know nothing about it and then see them be shocked, too.
JG: That’s exactly how I felt about All Fours, too. I didn’t love it as much as others did, but I wonder if people say they love it because what it really did was challenge them. Anyway, what have you been getting the most wear out of this spring?
LD: My The Row Esperanza skirt – wow, I love it. I also bought the matching jacket (not to wear together, but I’m definitely in my plaid era.)
Nackiye aviator jacket—the hold this brand has on me is just crazy. I don’t know what it is, but it just feels so fresh and fun and like it’s doing something a bit different. Maybe it’s because I don’t see it everywhere.
This Guest in Residence Polo—my kids and husband support Arsenal, so this is about as close as I’ll get to a football (soccer) top.
This Rejina Pyo jacket has come with me everywhere in the last few months, and she’s as great with jeans as she is with a skirt. I also have her in black.
Butter yellow silk pants from Donni (love them so much).
Liberowe jacket, which makes me feel like a fancy lady.
JG: What's your advice for someone who finds entrepreneurship difficult or lonely?
LD: Take each day as it comes. I’m a big planner and have always considered the future. With entrepreneurship, you can try if you like, but it won’t ever be the way you thought it would be.
Be okay with 90%. If you strive for perfection all the time, you’ll just burn yourself out.
Try to have fun. If you can make a success of this, even if success means you don’t have anyone to answer to and you can 100% call all the shots, then that’s something, right?
JG: FUN is so essential. How does living in London influence your work? I always have tons of fun in that city.
LD: London is the most wonderful city. The antique markets, the parks, having so much on your doorstep – the restaurants and bars. And most importantly, it’s where my friends are!
JG: Drop a beauty secret.
LD: 0.5% Tretinoin, facials with Tarryn Warren in London, brow lamination, and I know we’re not meant to say it, but a holiday in the sun will sort you right out (in the short term).
JG: What’s on your playlist right now?
LD: Any of the Sunshine Stereo mixes by Jungle. Someone made a playlist with every song on the Zoe Kravitz remake of High Fidelity and it’s so damn good.
JG: Drop an unpopular opinion/hot take.
LD: Gold-plated jewellery is not real jewellery. And jewellery brands should stop trying to pretend they invented the Trombone link chain. Oh, and if you are a consumer who wants to support new brands, don’t ask them for a discount. Paying full price is the best way to support brands!
JG: I loathe nothing more than someone with their hand out for a freebie or discount all the time! It's a huge pet peeve of mine. When I first moved here, I seemed to collect those people, but I have since made a big friend cut. What do you collect? Why?
LD: Jewels, of course! I love the idea of being a really old lady and my grandkids coming across my jewellery collection, and it’s blowing their mind. That’s a legacy.
JG: Epic. I ask everyone this as the last question. Describe your perfect Sunday.
LD: The reality of being a small business owner with two young boys is that I mostly want to lie down. My husband makes the best coffee and scrambled eggs. He brings me coffee in bed because he knows I need at least an hour to come to. I try and catch up on as much sleep as possible!
During the week, it’s go go go. Then we have to walk the boys because they are basically like puppies. I love cooking, so hosting friends and catching up with my nearest and dearest is important, especially when I’m away. But if that’s not happening, we can walk to our local farmers market, and I’ll make something special for the four of us.
My specialty is homemade pasta with a slow-cooked beef ragu, which I’ll cook when you come to dinner at my house in London! Then it’s a lot of snuggling on the sofa or getting back into bed (I love bed) with them and reading or watching a film together. They’re 7 and 9, so I’m aware that they won’t always want to be so physically close with me.
If I were being totally indulgent, I would do yoga followed by a session in my sauna blanket, followed by the longest shower in the world, because after bed, my favourite thing is the shower. It’s a big, long, old day that calms the nervous system!
Social: @lucydelius
Website: lucydelius.com
Gateway drug: Athena’s Mirror earrings
Big flex: Medusa Double Diamond necklace
Seen On: The kind of girl who doesn’t explain her bruises
Where It Works: Across a dinner table
Soundtrack: A voicemail you still haven’t deleted
Most Likely to Be Lost On: A man. And that’s fine.
This is amazing.
Good interview- but I don’t think it’s fair for her to say gold plated jewelry is not jewelry. Some people want the look but may not be able to afford it in solid gold.