Louise Douglas Jewellery: Craftsmanship and Nature-Inspired Design
Louise Douglas Jewellery is more than a business—it’s the embodiment of passion, creativity, and nature’s beauty. Established by Louise Douglas, a highly regarded jewellery designer, this Nelson-based brand has captured the hearts of many with its elegant and intricately designed pieces. Louise’s journey from New Zealand to the bustling jewellery scene in New York, and then back to New Zealand to settle in Nelson, has shaped her artistic direction and her brand.
Louise Douglas’s passion for jewellery started early in life. Growing up in a small town, outside of Wellington, she was always drawn to the beauty of nature and the craftsmanship of creating something from raw materials. After moving to Wellington, she began making jewellery at the age of 18 and sold her early designs to small local stores. Even in her younger years, Louise was determined to turn her passion into a career. She hustled to get her pieces into the hands of buyers and started to carve out her own niche in the jewellery world.
Reflecting on her early days, Louise shares, “I was crafty. Since I was a kid, I was always making things—whether it was weaving, painting, or sculpting. Jewellery felt like a natural evolution of my creativity.”
Her journey then took a significant turn when she relocated to New York City, one of the world’s fashion and design capitals. There, Louise honed her skills, working as an assistant designer for private-label jewellery companies. This experience exposed her to a range of new techniques, trends, and the fast-paced world of commercial jewellery design.
Living and working in New York was a formative chapter in Louise’s life. Based in Manhattan, Louise thrived in the vibrant, creative environment of the city. Working for established jewellery companies, she was involved in designing collections for prominent retailers. This allowed her to travel the world, including visits to Paris and London for trend-spotting and design inspiration.
However, after the events of September 11th, Louise and her husband moved to Boston, where she continued to build her own jewellery business while also starting a family. In Boston, Louise took the leap into creating her own label and began selling her designs internationally, particularly to Japan. As her business grew, Louise made the decision to return to New Zealand, settling in Nelson, where she and her husband had family ties.
“I was drawn back to New Zealand because of the connection to nature and a slower pace of life. Nelson had this incredible creative energy, and it felt like the right place to grow my business and my family,” Louise explains.
For Louise, Nelson was the perfect place to grow her jewellery business. Having lived in the creative hub of Boston and experienced the artistic energy of New York, she saw Nelson as a small town with big potential. Nelson’s natural beauty and thriving artistic community provided endless inspiration for her nature-themed designs, and the town’s close-knit community embraced her brand from the outset.
Louise Douglas Jewellery’s designs are deeply connected to nature, with collections often drawing inspiration from the ocean, forests, and the intricate details found in the natural world. “I’m fascinated by the imperfections and intricacies of nature. Erosion, fungi, botanical shapes—these elements all speak to me, and I love translating them into wearable art,” she says. Her latest woodland collection, for instance, is inspired by the hidden secrets of the forest, showcasing her ongoing fascination with the small, imperfect details of nature.
While Louise’s early designs were crafted solo, today she collaborates with Sarah Haynes, who has been with the company for over 15 years. Together, they develop new designs and collections that stay true to the brand’s nature-inspired aesthetic. The design process at Louise Douglas Jewellery is a balance of creativity and market understanding. While the goal is to create pieces that are commercially successful, there is always room for experimentation and artistic indulgence.
“Sarah and I design collaboratively, and it’s always exciting to bounce ideas off each other. We stay rooted in nature, but we also keep an eye on fashion trends and customer feedback. Not everything we make is a hit, but that’s part of the fun—creating pieces with integrity that we love,” Louise shares.
Each piece of jewellery starts as a wax carving, which is then cast and reproduced in sterling silver or gold. This hands-on, sculptural approach ensures that every piece has a personal touch and reflects Louise’s dedication to craftsmanship.
Louise Douglas Jewellery’s studio and showroom are located in the heart of Nelson’s central business district. From this space on the corner of Trafalgar and Hardy Streets, visitors can view the jewellery-making process firsthand, as the workshop is adjacent to the showroom. For many, this transparency adds an extra layer of appreciation for the artistry and skill that goes into each piece.
Louise is proud of Nelson’s vibrant arts community and believes that the town’s rich artistic heritage continues to inspire both established and emerging creatives. “There’s such a great synergy in Nelson’s creative community. We support each other, and there’s a collaborative spirit here that’s really special. I love being part of it,” she says.
Looking ahead, Louise sees her brand continuing to evolve while maintaining its strong connection to nature and craftsmanship. She also acknowledges the growing importance of e-commerce and online retail. While the in-store experience remains important, Louise’s online presence has become a significant growth area for the brand. With her husband’s expertise in software development, the Louise Douglas Jewellery website is a crucial part of the business’s success, offering customers a seamless online shopping experience.
As Louise continues to craft her legacy in Nelson, her journey serves as an inspiration to aspiring creatives and entrepreneurs. From the streets of New York to the serene landscapes of Nelson, Louise Douglas Jewellery is a testament to the power of passion, perseverance, and the pursuit of artistic expression.
To find out more visit www.louisedouglas.com
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