Alexandra Robson the Founder & CEO of Augustine Jewels, leadership journey has been influenced by her extensive corporate experience and a profound personal passion. She commenced her professional career at Accenture, where she advanced to the role of partner, focusing on CRM and acquiring essential skills in strategy, client relations, and business development. Her fascination with gemstones, which began with her studies in Jewellery Design at Esmod and continued at Cambridge, prompted her to embark on a new and more meaningful career path. This pivotal experience deepened her commitment to creating something enduring and exquisite. By merging her business acumen with her enthusiasm for jewellery, she established a brand that embodies both innovation and timeless artistry.
The Inception Story
Augustine Studios was affiliated with the design collective known as The Silver Studio from 1860 until 1963. The collections associated with The Silver Studio are preserved at both Middlesex University and the Victoria and Albert Museum. In 1995, the founder of Augustine Jewels, Alexandra, acquired the building that accommodates Augustine Studios, aspiring to restore it as a design studio focused on the creation of handmade jewellery.
Overcoming the Odds
One of the primary challenges that Alexandra encountered in the early stages was the establishment of a network of gemstone suppliers and earning their trust. As a newcomer to the industry, gaining respect in a field characterized by long-established relationships proved to be a significant hurdle. Nevertheless, her perseverance and credibility played crucial roles in overcoming this obstacle. The purchase of her first major gemstone marked a pivotal moment, showcasing her commitment and competence. Following this initial achievement, suppliers began to recognize her as a serious contender, which facilitated access to higher-quality stones. Over time, by nurturing strong relationships and consistently delivering exceptional work, Alexandra successfully positioned herself within the industry.
The Leadership Quality
Alexandra emphasized that an effective leader must exert greater effort than their peers, thereby establishing a benchmark for commitment and tenacity. A well-defined vision is crucial; here is to craft exquisitely beautiful bespoke creations that endure through generations. Maintaining composure in high-pressure situations promotes careful decision-making, which in turn cultivates trust within the team. Furthermore, effective leadership involves surrounding oneself with capable individuals who share similar values and enhance one’s strengths. Success is not a solitary endeavor; it is achieved through vision, resilience, and teamwork. By leading with intention, steadiness, and dedication, a leader can motivate others and leave a significant mark in the constantly changing landscape of today’s business environment.
Redefining Industry Standard
One of the significant innovations introduced by Alexandra was the expansion of the market’s understanding of fine gemstones, moving beyond the conventional selections of sapphires, emeralds, and rubies. She emphasized the allure of lesser-known yet stunning stones such as morganite, kunzite, and aquamarine. By integrating these gems into bespoke high-jewellery creations, Alexandra redefined the concept of luxury and expanded the preferences of her clientele. Furthermore, she was among the pioneers in utilizing 3D printing for design prototyping, which enabled exceptional precision and customization. This blend of innovation and artistry established new benchmarks within the industry, infusing the realm of fine jewellery with fresh creativity and distinctiveness.
Creating an Ethical Future
Augustine Jewels, is committed to create exquisite and timeless jewellery while prioritising sustainability and minimising the environmental impact. Augustine Jewels, believe that luxury and sustainability can coexist harmoniously, and strive to lead by example in the jewellery industry.
Augustine Jewels is all about transparency and accountability, the foundations of jewellery creation. The brand openly shares their sustainability efforts, providing customers with info on materials, sourcing, and production by continuously improving and exceeding industry standards.
Ethical Gemstone Sourcing
“At our core, we are committed to sourcing materials ethically. We believe in respecting human rights and safeguarding the environment throughout our supply chain. That is why we collaborate closely with trusted suppliers who share our values and uphold responsible mining practices, while championing fair working conditions,” added Alexandra.
Augustine Jewels also adopts the Kimberley Process, which means all the diamonds are sourced from conflict free areas.
Environmental Responsibility
Augustine Jewels embrace the responsibility to safeguard the environment. By implementing eco-friendly practices across the operations, by actively working to minimise the carbon footprint. From reducing energy consumption and waste to promoting recycling and using sustainable packaging materials, Augustine Jewels constantly seek innovative ways to lessen the environmental impact.
Artisan Jewellery Craftsmanship
Alexandra highlighted that Augustine Jewels value the art of traditional craftsmanship. “Our skilled artisans meticulously handcraft each piece, ensuring attention to detail and creating heirloom-quality jewellery that lasts for generations. By preserving these time-honoured techniques, we support local communities and contribute to the preservation of cultural heritage.”
Global Impact
Alexandra contributed to the Conservative Party Policy Unit, collaborating with the Rt Hon Theresa May to enhance childcare services, promote equal pay, and expand opportunities for women. Throughout her career, Alexandra has been dedicated to empowering women, whether through her policy initiatives or by crafting beautiful creations that instill confidence in her clients as they navigate their daily lives. Women’s issues are central to all of Alexandra’s endeavors.
Advice to the Future Leaders
Alexandra encourages the upcoming generation of leaders to remain steadfast in their individual journeys and resist the influence of external opinions. “In the realm of business, numerous voices will attempt to dictate your actions; however, true success is achieved through the confidence to pursue one’s own vision,” stated Alexandra.
Alexandra also highlighted that, “it is essential to trust one’s instincts, maintain focus on personal objectives, and uphold one’s values rather than conforming to societal expectations. Innovation and effective leadership demand bravery, and it is those who are willing to think outside the box and remain dedicated to their distinct paths who will leave a legacy.”
Augustine Jewels Today
Augustine Jewels, since the inception of its esteemed flagship store in Notting Hill, embodies an enduring elegance and an unwavering commitment to innovation in the realm of jewellery design. As a global brand, Augustine Jewels consistently challenges conventions, delving into novel techniques and sources of inspiration. Their dedication transcends mere craftsmanship, acknowledging the intrinsic ability of jewellery to narrate stories and evoke deep emotions. Through educational initiatives, Augustine Jewels seeks to illuminate the significant meanings woven into each creation. Augustine Jewels allows individuals to immerse in a realm where creativity flourishes, where cutting-edge designs, superior craftsmanship, and a deep reverence for the symbolism of jewellery converge.
The Road Ahead
Alexandra highlighted that her key goal is to establish the brand presence in New York, marking a significant step towards building a truly global luxury brand rooted in Britain. Her vision is not just to grow her own brand but to contribute to restoring Britain’s position as a leader in the luxury industry, rivalling the dominance of French and other global luxury houses. Britain once had some of the world’s most renowned luxury brands, but its influence has declined over the last century. By championing exceptional craftsmanship and innovation, Alexandra aims to help reclaim Britain’s place on the world stage.
At present, Alexandra is dedicated to maximizing the success of her second store, which is set to open in New York at 39 East 65th, 10065, in March. Additionally, she is actively engaged in the development of the forthcoming Summer and Winter Jewellery collections, with significant progress being made at Augustine Jewels.
Learn more about Augustine Jewels and explore their beautiful collections here:
https://www.augustinejewels.com/
Or contact Alexandra directly via her email alexandra@augustinejewels.com or via the following numbers:
UK Store (+44)20 3556 5780
US Store (917) 282 8798
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