BLAKE WOMAN - SANDRA ALEXANDRA

We are so excited to welcome back our favourite feature, our Blake Women! Over the years we have interviewed so many inspiring women so I am so happy to be able to share our next lady with you!

Sandra Alexandra is a Spanish jewellery designer living and working here in London. You will have no doubt seen her beautifully bright coloured fruits and jewels all over your Instagram feed and internet.

We talk to her about how she started, where her love of jewellery came from and her next steps for the brand.

We hope you enjoy! Ax

Tell us your background. Where you grew up and where did you study?

I grew up in Barcelona. I first studied law which I hated and I still have no clue why I did it in the first place so I switched to Journalism & Advertising. Moved to London after finishing my studies and eleven years later, here I am!

Did you always have a love for jewellery?

When I was 14 , I started making very simple beaded necklaces for my mother and my aunts. Then I just kept on making pieces for myself. I never thought I would have the courage to have my own brand so I have always worked for other jewellers. I was working as a business developer for fashion and fine jewellery brands and in my spare time I took courses in different jewellery techniques at Hatton Garden. After my trip to Japan I made a couple of pearl and glass earrings for myself. Then a few friends asked me to make some for them, then friends of friends and it all started snowballing from there. So yes, I always had a love for jewellery.

What is your most prized possession?

My husband and my favourite designer, Tomasz Donocik designed a bespoke engament ring for me.

How did you start your brand?

Through wearing my designs, supportive family, friends and acquaintances and by opening an Instagram account. The first year I was solely selling via Instagram! But of course my background in jewellery and business development helped massively.

What have been the hardest obstacles you have had to overcome since launching the brand in 2019?

Definitely the pandemic, at the beginning I was quite scared overall as retailers where I stock my jewellery were closing down their stores and many ready to ship wholesale orders were put on hold but thankfully my website was in full swing ! My jewellery is bright and colourful so I think people bought it to bring some joy into their lockdown life. I also had some features on 'earrings to wear on your zoom calls' which helped attract new customers.

Where do you go for inspiration?

I know it sounds like a very vague answer but the truth is that I draw inspiration from my everyday life; from what I eat, I see, I feel, I read...

Tell us a typical day in the SA studio?

We look at our production schedule and plan the day accordingly, everything is handfinished in my studio in London. Then we might do a content plan for new pieces/collection, followed by meetings or visits to Hatton Gardens where we pick up some finishing elements. Always have a visit from my daughter Frida who will come and cause havoc once a day.

You are stocked in some fantastic stores - what is your plan for SA in the future?

My short term plans involve launching into a new category outside of jewellery (hush hush)

You recently had a baby girl, Frida. Tell us how you juggle the business and motherhood. What have you learnt?

It was not an easy start, all so new to us! But my husband Felix is very hands on with Frida and we are very lucky to be able to have some help during the day so that I can work on Sandralexandra. I now look forward to Friday's more than ever because I take them off to spend some quality time with Frida. Motherhood whilst trying to run your own business has taught me that everything is still possible and doable, its just a matter of taking things one step a time.

What other small independent brands do you like and admire?

My friend Emma's handbag brand Isla Risa launched in the middle of the pandemic, of course my husband's alcohol free beer brand Freestar and my friend Lea's ceramic brand Vaisselle also started during Covid.

Your favourite piece from the collection?

My new rings, ALL of them. I love to stack all the different styles and make inifinite combinations.

Your favourite piece from the Blake LDN collection?

Hmm so hard to choose one! But I would say the Rose vest in yellow melange.

Sandra was shot at her studio & home by our Founder, Alice Byrom

Sandra is wearing pieces from our current collection.

https://sandralexandra.com/