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Interview with James Boyd Daisy

James Boyd for Daisy

When did you start designing jewellery and why?


I was inspired to start designing after an illness which led me to discover yoga. I came to rely heavily on yoga and got to know a lot about the chakra system, and out of that discovery came the Chakra bracelets.


Tell us about the Daisy collection, and the inspiration behind it? 


The Alpha collection allows you to personalise your own jewellery. You can create names on your wrists or fingers and they looks great. It’s a great way to build a collection over time and works really well with the stacking trend, which also tells your own story and means something special to each individual.

Who is your muse? What kind of woman wears your jewellery?


My wife, Maya, who is our Creative Director but also a magazine editor. The Daisy muse is free-spirited, well-travelled, independent and stylish in her own unique way. She’s strong. 

If you could have one person photographed in your jewellery who would it be?


Well we LOVE Cara Delevingne, but there are no worries there as we can’t seem to get her OUT of our jewellery – she loves it! It would be great to see someone like Rihanna in a piece and Maya always says that Olivia Palermo is fabulous at accessorising, so maybe her too. 

Medina for Story

What is your favourite personal piece of jewellery and why?


I don’t personally wear jewellery, but the engagement ring that Tomasz Donocik and I designed for Maya is pretty spectacular. It has a huge pentagonal topaz with 20 diamonds set into a five-side gold cocktail ring. It’s incredible. 


What is it about jewellery that you think is fabulous?


The way that it can flip an outfit with the addition of just one piece, and the way that jewellery holds memories like nothing else physical I can think of. There are stories in jewellery. 


What is the future for your brand and where do you see it going?


Expansion! Daisy continues to grow and mature: our overseas growth has been phenomenal over the last two years and the UK high street is strong too. Our celebrity following and press attention really help. 

For the rest of your life you can only wear one type of jewellery; necklaces, bracelets, rings or earrings – which would you choose and why?


I’m answering this for Maya as I don’t wear jewellery – and for her would choose rings. Skinny, chunky, cocktail, thumb, stacked – she has hundreds and they look gorgeous. 

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Mads Ziegler interview - quick fire round!

 Who is your favourite designer? APC or Tom Ford


Who is your favourite artist? The photographer Man Ray


What is your favourite cocktail? A Caipirinha (has to be on the beach though)


What is your most extravagant purchase? My Viz-Vim boots. Ouch.


If you could time travel where would you go? Back to summers playing tennis in Sotogrande, Spain, with my best friends as a teenager. Heaven!

Gold or silver? Gold 

Facebook, Twitter, YouTube or Pinterest? Facebook if I had to choose, but personally I have no interest in any.

Best gig you’ve ever seen… Michael Jackson as a kid

Best restaurant… A super-romantic Italian called Can Carlos in Formentera: Maya spends half the year in Ibiza and Formentera is a tiny island on our doorstep

Best holiday destination… Again, Formentera. It’s the ultimate island hideaway. A Balearic paradise.

Mads Ziegler snapshot, Christan Louboutin, London, G&T