Q&A with Atelier Romy
Atelier Romy is London’s go-to fine jewellery label for the modern woman, producing classic collectible pieces for you to stack and style.
Designed by entrepreneurial female duo, Hermione Underwood and Sabine Roemer, the brand is direct-to-consumer and delivers high quality, considered and cool jewellery.
We sat down with Co-Founder of Atelier Romy, Hermione Underwood, to hear more about how the business has grown and their partnership with Clearpay has helped drive awareness to the brand.
Clearpay: How did you start your business?
Hermione Underwood: We built Atelier Romy to fill a gap we saw in the market for a direct-to-consumer, well-priced and transparent jewellery line that was offering high quality, classic, sterling silver pieces that were easy to wear throughout the modern woman’s busy day. We encourage our AR woman to express her unique style with our pieces, mixing metals and collections to suit her mood and occasion. Our pieces are designed by a Master Goldsmith, priced between £45-£450, and can be personalised at our in-house atelier. Every collection is designed to work with the existing collections so our community of AR women can constantly add to her collection, stacking and styling to suit her style.
Clearpay: What have you learnt along the way?
Hermione: We’re very fortunate to be able to be responsive to our AR woman’s needs and wants. When trends or market needs shift, we can respond quickly. For example, a few years ago rose gold was the must have and it’s now shifted to yellow gold. Jewellery is a very personal decision so being on hand to speak with our customers about what they’re looking for is also crucial. We feel we have a lovely dialogue with our customers.
Clearpay: What do you see as future trends?
Hermione: We’re seeing a big shift towards self gifting and women confidently buying jewellry for themselves. Consumers are enjoying statement pieces like our Double L Earring and the Leopard Ring. Oversize chains are back on trend, crafted with big links, which is a hint to watch this space for our new collection dropping soon! We’re also seeing that the trend moment for anything in yellow gold, particularly in minimal designs, are here to stay.
Clearpay: How has your business and customers responded to Clearpay being offered on site?
Hermione: Offering Clearpay has triggered many people to purchase pre-order items. Many of those pre-orders were off the back of Clearpay’s initial newsletter and social push promoting our partnership, which shows that there is an engaged audience there. Clearpay has brought awareness to our brand to grow our customer base as it gives our customers a more flexible way of purchasing their favourite pieces.
Clearpay: With many BNPL options available, why was the partnership with Clearpay right for your business?
Hermione: We chose Clearpay because they represent other amazing luxury brands, and the identification process is strict and thus, reliable. Clearpay is a well known and quickly growing service, and the decision to partner with them was an easy one. We are excited to be able to offer our customers a new way of paying.
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