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‘The focus of Welleree is to offer gold jewelry that doesn’t sit in a box for special occasions collecting dust but instead worn from morning to night, whether in your sweats or out for dinner with friends.’
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When Lauren Twining set out to create her own jewelry brand, she did so with the ambition of offering fine jewelry that could be worn every day.
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The Vancouver-based entrepreneur and jewelry industry veteran is building her brand, Welleree, on the foundation of offering designs that are ‘modern-day heirlooms’ rather than trendy accessories. We caught up with Twining to learn more:
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Q: For those who aren’t familiar, what is Welleree?
A: Welleree is a local jewelry company that designs and makes all styles in 14-karat solid gold. The focus of Welleree is to offer gold jewelry that doesn’t sit in a box for special occasions collecting dust but instead worn from morning to night, whether in your sweats or out for dinner with friends. The designs are made to be less trend-driven so that they can be worn now and become your everyday staples for years as you grow, becoming meaningful, intentional purchases that can be modern-day heirlooms.
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Q: Is there a story behind the name?
A: After considering a shortlist of potential names, I settled on the name Welleree for its feeling of refinement and elevation that perfectly captures the essence of the brand. The name is a play on the word ‘jewelry’ and was completely made up, but to me, it immediately conveyed the feeling, vision and emotion while aligning with the brand values.
Q: What makes the brand unique?
A: Welleree wants to shift the way that solid gold jewelry is purchased. Rethinking how we invest in and buy everyday luxuries that do not need to be saved for one specific finger or special occasion.
We want our customers to take pride in their purchase, knowing that we strive to use recycled gold wherever possible and ensure we source our stones from reputable and ethical suppliers. Additionally, we refine all metal shavings and scraps to be recycled and repurposed.
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Q: Where are the pieces designed/made?
A: All core Welleree styles are designed and made in our Vancouver studio while select pieces, like necklace chains, are sourced internationally.
Q: Is there a hero design in your range? If so, which one and why?
A: Since our launch, the Ophelia Pendant has been a tried-and-true favourite. I am not sure if it is the organic nature or the fact that it feels like you have your own personal gold nugget on a chain, but when worn, it catches light beautifully, creates a sense of calming as you run your fingers over it, and it universally goes with any outfit. It was also one of the first designs I made and the inspiration for our newly released organic designs.
Q: What is the price range for your products?
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A: Our price range is from $130 for a pair of earrings, to $2,100 for our Diamond Dome ring.
Q: And where can people learn more?
A: Our website, welleree.com, houses lots of information, and I am always happy to connect and answer any questions people may have at hello@welleree.com.
Aharris@postmedia.com
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