Founded by Sheherazade Goldsmith and Laura Bailey in 2013, Loquet is a London-based, fine jewellery concept that puts a modern spin on an era-spanning idea of a keepsake locket. To learn more about the brand, RLI sat down with Co-Founder Sheherazade Goldsmith.


Created with the idea that every Loquet tells a story, each one can be a bespoke gift, a precious memento or a love letter coded in charms. In addition to necklace lockets, the company has introduced ring, bracelet and earring collections that evoke the playful spirit of the brand.

Offering a unique service through its Bespoke Room concept, customers are allowed the opportunity to create entirely individual pieces that are personal to them and their stories.

Today the company has their own boutique in London and approximately 30 stockists worldwide including Selfridges London, Net-a-Porter, Broken English New York and Los Angeles, White Bird Paris, Lane Crawford Hong Kong and Goop USA.

“We learned quite quickly that it is not the amount of stockists you have, but the quality of the accounts,” explains Sheherazade Goldsmith, Co-Founder of Loquet. “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.”

The outbreak of the coronavirus earlier this year has changed a lot of things for the business, but it also offered the owners an opportunity to take stock and genuinely consider what Loquet means, not just to its community but as a piece of jewellery.

This chance to take a step back has brought the company closer to its customers which in-turn informed the changes that were made to its language, packaging, choice of wholesalers and designs.

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“The personal element became stronger, creating a forum where we began to share genuine experiences which translated to a much more personal and considered approach to everything we do,” explains Goldsmith.

So far the most successful shop-in-shop that Loquet has operated was in Selfridges, this actually ran for three years and closed the week that lockdown happened. Having worked with many department stores all over the world, including Saks Fifth Avenue, Nordstrom, Lane Crawford, Le Bon Marche and Harrods, Goldsmith explains that working in Selfridges was refreshing as it was a department store that really outshone everyone else.

In terms of its development pipeline, Goldsmith is a firm believer in businesses who share the same ethos and aesthetic as creativity is never stronger than when it comes from a shared source. This will be displayed in some exciting new collaborations launching this year, starting with a floral charm collection designed in collaboration with Nikki Tibbles from Wild at Heart, with a percentage of all sales going towards her dog charity.

In terms of new markets, focus is on their five key markets, the US, UK, Europe, Japan and the Middle East. “There are many elements of these markets we have yet to develop and would like to continue exploring how best to expand our community within those regions, whether that be through design, language or creative content,” says Goldsmith.

In terms of new markets, focus is on their five key markets, the US, UK, Europe, Japan and the Middle East. “There are many elements of these markets we have yet to develop and would like to continue exploring how best to expand our community within those regions, whether that be through design, language or creative content,” says Goldsmith.


The Loquet brand is all about personalisation, so every step of the experience must feel personal and how they communicate with their customers is imperative to that process remaining true. A lot of time is spent on their creative language to try and ensure it feels like a constant dialogue with each and every one of their customers.

“Our website has always been the centre of our retail focus; hence the user experience is constantly being optimised. We launched Loquet with an interactive, playful locket designer which invited the customer to create their own piece of jewellery using gaming technology and we have made that concept the centre of all our product launches, including our new Lumiere by Chantal Conrad collection, a pendant collection concealing a microscopic lens with a personalised message,” Goldsmith explains.

The ethos of Loquet is to listen to its customers and give them a platform to express their individuality. After all, it is their journeys which give Loquet’s jewellery meaning, according to Sheherazade. “Story telling is a human impulse and what I love most about Loquet is the journey that each locket that leaves the office takes us on,” Goldsmith adds.

With one eye always on the future, staying ahead of the technological curb as a small self-funding business and standing out amongst the well-funded copy cats is, and always will be the brands biggest challenge.

“Everything we do is informed by a true and honest experience; it isn’t manufactured or driven by a monetary return. As customers become more online savvy and demand the latest technology, being able to compete with the big budgets behind large companies, is quite a challenge. But in our experience, as long as your voice and your designs remain your own, you will stand out from the crowd,” concludes Goldsmith.

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