Page 30 - November 2020

reated with the idea that every Loquet tells a comes from a shared source. This will be displayed in some
story, each one can be a bespoke gift, a precious exciting new collaborations launching this year, starting with
memento or a love letter coded in charms. In a floral charm collection designed in collaboration with
Caddition to necklace lockets, the company has Nikki Tibbles from Wild at Heart, with a percentage of all
introduced ring, bracelet and earring collections that evoke sales going towards her dog charity.
the playful spirit of the brand. In terms of new markets, focus is on their five key markets,
Offering a unique service through its Bespoke Room concept, the US, UK, Europe, Japan and the Middle East. “There are
customers are allowed the opportunity to create entirely many elements of these markets we have yet to develop and
individual pieces that are personal to them and their stories. would like to continue exploring how best to expand our
Today the company has their own boutique in London community within those regions, whether that be through
and approximately 30 stockists worldwide including design, language or creative content,” says Goldsmith.
Selfridges London, Net-a-Porter, Broken English New York The Loquet brand is all about personalisation, so every
and Los Angeles, White Bird Paris, Lane Crawford Hong step of the experience must feel personal and how they
Kong and Goop USA. communicate with their customers is imperative to that
“We learned quite quickly that it is not the amount of process remaining true. A lot of time is spent on their
stockists you have, but the quality of the accounts,” explains creative language to try and ensure it feels like a constant
Sheherazade Goldsmith, Co-Founder of Loquet. “Our stockists dialogue with each and every one of their customers.
tend to be well established, jewellery specific boutiques that “Our website has always been the centre of our retail
have a brilliant one-to-one connection with their customers focus; hence the user experience is constantly being
and are some of the very best stores in the world.” optimised. We launched Loquet with an interactive, playful
The outbreak of the coronavirus earlier this year has locket designer which invited the customer to create their
changed a lot of things for the business, but it also offered own piece of jewellery using gaming technology and we
the owners an opportunity to take stock and genuinely have made that concept the centre of all our product
consider what Loquet means, not just to its community but launches, including our new Lumiere by Chantal Conrad
as a piece of jewellery. collection, a pendant collection concealing a microscopic
This chance to take a step back has brought the company lens with a personalised message,” Goldsmith explains.
The ethos of Loquet is to listen to its customers and
closer to its customers which in-turn informed the changes
Express Your that were made to its language, packaging, choice of give them a platform to express their individuality. After all,
it is their journeys which give Loquet’s jewellery meaning,
wholesalers and designs.
“The personal element became stronger, creating a
according to Sheherazade. “Story telling is a human impulse
and what I love most about Loquet is the journey that each
forum where we began to share genuine experiences
which translated to a much more personal and considered
locket that leaves the office takes us on,” Goldsmith adds.
Individuality approach to everything we do,” explains Goldsmith. the technological curb as a small self-funding business and
With one eye always on the future, staying ahead of
So far the most successful shop-in-shop that Loquet has
operated was in Selfridges, this actually ran for three years
standing out amongst the well-funded copy cats is, and
always will be the brands biggest challenge.
and closed the week that lockdown happened. Having
worked with many department stores all over the world,
“Everything we do is informed by a true and honest
including Saks Fifth Avenue, Nordstrom, Lane Crawford, Le experience; it isn’t manufactured or driven by a monetary
Bon Marche and Harrods, Goldsmith explains that working return. As customers become more online savvy and
Founded by Sheherazade Goldsmith and Laura Bailey in 2013, Loquet is a London-based, in Selfridges was refreshing as it was a department store demand the latest technology, being able to compete
that really outshone everyone else. with the big budgets behind large companies, is quite a
fine jewellery concept that puts a modern spin on an era-spanning idea of a keepsake locket. In terms of its development pipeline, Goldsmith is challenge. But in our experience, as long as your voice and
a firm believer in businesses who share the same ethos your designs remain your own, you will stand out from the
To learn more about the brand, RLI sat down with Co-Founder Sheherazade Goldsmith. and aesthetic as creativity is never stronger than when it crowd,” concludes Goldsmith.

“Our stockists tend to be well established,

jewellery specific boutiques that have a brilliant
one-to-one connection with their customers and
are some of the very best stores in the world.”

NOVEMBER 2020 RETAIL & LEISURE INTERNATIONAL 31