PUCK: a mischievous fairy in English folklore
WANDERLUST: a strong desire for travel and adventure
Puck Wanderlust began in London in 2015 when Ranelle and Hannah joined forces to fulfil their love of beautiful things alongside their curious nature. What they ended up creating is mindfully made jewellery that is handcrafted in India and Bali from hand selected stones and recycled silver.
The mantra behind Puck Wanderlust is collaboration. Where the pieces are only created due to the shared wealth of skills from a handful of beautiful places around the globe. Every piece they create is something unique and different, so you can count of no two pieces being completely the same - hello unique jewellery that's not mass produced.
On top of focusing on collaboration, they also hold sustainability at the heart of their business which is something I personally love. It’s one thing to create a beautiful mindful business, but with everything that is created there is waste associated, so finding businesses that acknowledge this and do their part to be part of the solution is something I will always support and swoon over.
When I received their beautiful moonstone ring there was no plastic in sight, pretty surprising considering it came from overseas and that plastic packaging is usually enforced.
Puck Wanderlust, however, doesn't just hold up to my expectations, they exceed them. Their focus on sustainability is from production through to packaging. Every design is handcrafted using 100% recycled 925 silver and 18-carat gold vermeil. Every stone they use is hand selected, hand cut and lovingly set.
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 soul sister & long term friend 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. Struggling to find satisfaction and fulfillment in the fast-paced jobs we're currently 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 we're 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 stimulus, different avenues, and opportunities, things can get confusing! But looking back to why we started Puck, 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, 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 & efficiency too. Trying to tune into this and apply 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 - a really great source and 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 health breakfast and go through my emails and at some point catch up with Ranelle on the phone and go through the days list.
One book everyone should read? Why?
'Riase 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 are doing wonderful things right now to project the idea of self love and sisterhood. Worth checking them out!