PUCK: a mischievous fairy in English folklore.
WANDERLUST: a strong desire for travel and adventure.
Put the two together and what do you get? A sustainable jewellery brand that was born from curiosity, a love of travel, and all things beautiful.
After years of working unfulfilling jobs in London’s fast-paced life, soul sisters Hannah and Ranelle decided to slow it down and create a company that mindfully produces its items. The mantra behind Puck Wanderlust is collaboration—collaboration of skills, bodies, and minds. Their jewellery is handcrafted in India and Bali from only carefully selected stones and recycled silver, and it is this that makes their pieces even more special, with no two pieces ever being the same.
For Puck Wanderlust, sustainability goes hand in hand with collaboration. Every design is handcrafted using 100% recycled 925 silver and 18 carat gold vermeil, and each stone is carefully selected, hand cut and lovingly set. Their stones are sourced from all over the world (India, Afghanistan and Brazil, just to name a few), and their jewellery is made in a family-run business in India. Puck Wanderlust values this relationship so much that they even visit them at their home in Jaipur once a year. How’s that for a business that knows where their products are made?
Puck Wanderlust not only creates beautiful pieces of jewellery that are completely unique but they’re also a slow-paced fashion brand, meaning they do not mass-produce lesser quality items. This brand’s focus on sustainability is from production through to packaging, and is basically just completely inspiring. Don’t just take our word for it, though; go drool over their insane designs on the website!
Behind the Brand:
An interview with Hannah Keywood, the co-founder of Puck Wanderlust.
What made you start Puck Wanderlust?
Puck Wanderlust is co-founded by myself and fellow long-term friend/soul sister Ranelle. We met in 2007 working for a big fast fashion retailer. Over the next 10 years, we worked in all different areas of creative arts, fashion, and design. We stayed close and one evening found ourselves chatting over a bottle of wine about the meaning of life and our struggle to find satisfaction and fulfillment in the fast-paced jobs we were working in.
Weeks later we saw a game-changing exhibition at Frieze Art Fair, in which the designer used old recycled and reclaimed pieces of metal to create new beautiful pieces. We decided then we wanted to start our own jewellery brand. We wanted to slow down the process; making sure all aspects of our business were as sustainable as possible, from packaging to production. We had a strong connection to India through our travels and we knew this was the place we would find the talented craftsmen we wanted to work with, as well as the beautiful gemstones to craft with. This eastern philosophy is what inspires our designs—the people we have met, the colours and textures.
What is something others wouldn't know about starting an ethical business that you think they should?
It's very wholesome and fulfilling! Putting your energy into something you believe in makes you happy from the inside. Also, there is a very supportive eco-community, which you don't find normally in fashion or design.
What has been the most challenging thing you have uncovered since the beginning?
Staying true to ourselves. With so much outside stimuli, different avenues and opportunities, things can get confusing! But looking back to why we started Puck and going back to our roots always brings us clarity.
Within the ethical fashion community, there's a big question that we ask which is 'Who made my clothes?'. In the scope of Puck Wanderlust, who made your jewellery? Can you tell us a bit about them?
We work with brothers Ram and Sunil who run their family business in Jaipur, India - the jewellery and gemstone capital of the world. They have years of expertise working with gemstones and precious metals.
The gemstones we use in our designs are sourced from all over the world—India, Afghanistan, South Africa, Brazil, Mozambique... All the silver is recycled. We like how they run their business and had a really good feeling about them from the start. They have been really transparent with us, and we have built trust over the 4 years we have been working together. When we go back to India each year, we join the family for dinner which is really lovely.
You can see the workshop where our jewellery is made in our behind the scenes film, made at their workshop in Jaipur, India - https://www.puckwanderlust.com/film/
Best piece of advice you have ever received?
Don't be afraid to make mistakes, as this how you really learn and grow.
One tip you'd give to others who are wanting to start their own business?
Do it! There's always going to be a million reasons why you shouldn't. But being your own boss, in charge of your own time and destiny is a really powerful thing.
Where do you envision Puck Wanderlust in the future?
The sky is the limit, really! As long as we can keep doing what we love, working with great people, and visiting different cultures and places we are open to anything and everything. Nothing is impossible.
What or who inspires you to do what you do on a daily basis?
The good thing about co-founding a business is that you always have someone to bounce ideas off, share the highs with but also pick each other up when you're feeling low. As women it has also been really interesting to understand how our cycles compliment and work in sync with moon cycles and how this all works in terms of productivity and efficiency too. Trying to tune into this and apply it to our business has been really inspiring. Understanding that the month is a rollercoaster of emotions and that's okay and natural. Our friends at Mylkee Moon Lab do a lot of research into this area. They’re a really great source of support for women in business.
Do you have a morning routine? If so, what is it you do to set yourself up for the day ahead?
Everyday is a bit different. I always start the morning with a lemon water in bed, open the curtains and naturally wake up to the sunlight. I like to work with how I feel. If I feel energetic I'll do a bit of movement or yoga, sometimes to music, sometimes not. Then I set myself up at my desk, eat a healthy breakfast and go through my emails and at some point catch up with Ranelle on the phone and go through the day’s list.
One book everyone should read? Why?
'Raise your Vibration' by Kyle Gray. We are all energy and vibrations. How to use your energy will impact everything!
Are there any other Movers & Shakers out there in your world that you think people should know about?
Project Love is doing wonderful things right now to project the idea of self-love and sisterhood. Worth checking them out!