Tailor Your Sparkle with Susannah King London


Happy Friday and welcome back to our Friday Founder Series, where we chat with CEOs, Founders, creatives, and inspiring entrepreneurs that align with our values. 

This week, we spoke to Susannah King, the Jewellery Artist and Goldsmith of Susannah King London.

Susannah King is a fourth-generation goldsmith who creates one-of-a-kind art jewellery, uninhibited by colour, shape, or design. 

So, grab your morning brew and read on to learn more about the woman behind the brand, Susannah King London.


"My grandfather and father taught me everything I needed to know technically. Then, I went off and created my own artistic business, hand-making jewellery art."

Good morning Susannah! Let’s start with your childhood. How do you feel it has influenced you today?

I was always encouraged to be a creative child. My mother studied art and is a gemologist. My father is a master goldsmith and enjoyed practical hobbies. From a very young age, my creativity was nurtured which enabled me to channel my artistic ideas easily.

So, how did you get started in the jewellery industry?

I began working in my father’s workshop part-time whilst I was at university. I fell in love with the job, despite never having taken an interest before. I quit university to pursue a full-time career in jewellery making. My grandfather and father taught me everything I needed to know technically. Then, I went off and created my own artistic business, hand-making jewellery art.

That sounds like the perfect background for the business you went on to create. When did you decide to start up Susannah King London and why? Was the timing important?

It happened on a whim when I was invited to show at a private jewellery showroom during London Fashion Week. I was 21 and I had no branding experience, design DNA or knowledge of how to start a brand. I was the youngest and least experienced designer in that showroom, so I decided to use that experience to gain knowledge and insight into how to become my own brand. My designs and creations were well received at that event, so I decided to commit to building a business with branding, a design DNA and a strong social media presence.

It’s really inspiring that you turned your inexperience into success. How does sustainability factor into Susannah King London?

I often encourage clients to re-use gemstones and gold from their heirloom pieces. This cuts out the need to buy more materials that can affect the Earth (and its kinder on the pocket). I also frequently use recycled gold in my art and look to source lab-grown gemstones. I donate part of my website profits to environmental organisations too. There isn’t an excuse to skip over being a sustainable/green business owner nowadays. There are too many fantastic options.

I couldn’t agree more! Do you think people are more conscious of the materials in their accessories nowadays? If so, why?

Yes. I think people are aware that plating and base metals won't last forever, whereas gold jewellery will often outlast its wearer and be passed down. People also recognise the carbon footprint of the jewellery industry and are conscious to ensure that materials are sustainably and ethically sourced.

Totally! What were your biggest challenges in starting up Susannah King London?

I hate to say it, but self-belief. I think that putting your art out into the world makes you incredibly vulnerable. I’ve had people swoon over my work, but I’ve also had people tell me they don’t like it. It’s hard not to let some comments about your artwork get to you, especially when it is as stylistically bold as mine is. Nonetheless, self-belief comes in time! It’s just about having sustained faith in yourself.

Absolutely! It’s so important to believe that you will get what you want. What strategies do you think have been key to the success of your business?

This may be blunt, but I don’t strategise. I have led with my heart in every sense. I know you should have business strategies, but I’ve always found that I’m most successful at pivoting on the spot and changing direction without holding myself to a plan.

I honestly think that there is no right or wrong way to conduct a business. Could you describe what an average day looks like for you?

Lots of coffee, emailing and content creation. I make jewellery for about 6 hours of the working day, and the rest is all admin. Owning a business is fun but it requires a lot of maintenance work.

And do you think you have a work/life balance?

I don’t think so. I’m addicted to my craft, so a social life, dating life, and exercise regime become hard to maintain. I’m getting better though!

"My designs are always changing and growing as I change and grow."

I'm glad to hear it. What is your favourite thing about your job?

My two favourite things are the materials and the people. The jewellery community is a very tight-knit circle of people. I’ve made so many wonderful friends. The materials speak for themselves.

Speaking of, which is your favourite piece that you’ve ever created?

This feels like a big question... I’d say the Quatrefoil ring as it pushed me creatively. It sold to a wonderful woman and the central stone was very sentimental. Everything about this piece meant a lot to me!

That’s beautiful. What do you think makes Susannah King London stand out?

Probably my bold and colourful style. I’m playful with my creations and I don’t limit myself with creative barriers. My designs are always changing and growing as I change and grow.

I love that! Do you have a “pinch-me” moment since starting Susannah King London?

Any time a celebrity follows me or messages me about my artwork. It doesn’t feel real to me that people with access to some of the best-known designers in the world actually take the time to message me or support my artistry.

How lovely. What inspires you?

My heart, and what it wants. As I mentioned before, I really do not follow logic or any kind of strict path. If I want to create something, I’ll just do it. I let my heart tell me what to do.

It seems to be working so far! What words do you live by?

Ars Longa, Vita Brevis, which means art is long, life is brief.

That's a great phrase. Finally, what’s next for Susannah King London?

Satiating my hungry creative needs, and trying to find an appropriate private studio space! I can’t wait to release some of the new pieces I’ve been working on, and I am so excited to grow my team.

Like what you read? Head to Susannah King London for more!

If you fancy checking out some of our previous interviews, you can find them here. Want more from CAROLINAGMX? Check this out: The Ultimate WelleCo Super Elixir Review

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Gabriela - Editor
Gabriela - Editor

Gabriela is a London-based writer and creative, working in marketing. Her favourite skincare product is Darphin’s Ideal Resource Youth Retinol Oil Concentrate.

Find me on: Web | Instagram


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