A love of diamonds leading to a lifetime of jewellery expertise

 

Adorn Insight is a consultancy that specialises in jewellery market intelligence, founded by Juliet Hutton-Squire and Maia Adams.

Maia studied at Central Saint Martins before working as a fashion and jewellery journalist, and Juliet, having graduated as a goldsmith and enjoyed a successful career in jewellery retail, was the founder of jewellery blog, Adorn London. When Maia published her debut jewellery book, the two women met at the launch event in Paris and bonded over all things jewellery. Juliet was keen to develop a B2B jewellery market intelligence platform and she quickly identified Maia as her future partner.

Here, Juliet, the head of strategy, and Maia, the head of research, discuss with us why they created Adorn, what drives their passion for jewellery and why they enjoy working with a team of women. 

What makes you work so well together?

On the fundamental issues, we are both aligned. We have similar values and a genuine desire to drive positive change, nurture talent and support growth and creativity. On a lighter note, we also love fashion, jewellery, art, travelling, food (both gourmet and fast) and good wine. We make each other laugh, too. It’s a wonderful combination of traits that has cemented a friendship as well as a business relationship.

Having a business that we can run from anywhere (as long as we have an internet connection) means that we can work flexibly and this allows us to build activities into our daily routines that help us maintain balance.

When it comes to the day-to-day operation of the business, we are lucky enough to have skill sets that dovetail, allowing us to cover all bases from finessing the details to big picture strategic thinking.

What captivates us is jewellery’s ability to tell stories and hold memories. We have both recently had treasured heirlooms re-worked into new pieces that we can wear every day
Juliet Hutton-Squire & Maia Adams

Over 95% of your business is female and most of your network / collaborators are female, can you tell us more on this and why women lie at the heart of your business?

We didn’t actively seek to create such a strong female network – we are big champions of diversity, and count many fantastic men amongst our friends and colleagues in the industry – but when we reflect on the nature of our business it’s wonderful to note just how many impressive women form part of our circle, from our interns and mentors to consultants and clients. 

When we reflect on the nature of our business it’s wonderful to note just how many impressive women form part of our circle, from our interns and mentors to consultants and clients.
Juliet Hutton-Squire & Maia Adams

What are the things you are doing now that help you to create forever?

We work in separate offices, with a 3-hour journey between us. This means that we don’t spend a great deal of physical time together. We are mindful, therefore, of communicating regularly throughout the day. Skype messenger is always on! We also build a strategy day into each month where we meet up to discuss the future of our business and ensure that we are aligned not only on our business goals, but also so we know what is going on in each other’s lives.

What drives your passion of jewellery and the emotional side of jewellery?

We have both loved jewellery for as long as we can remember and feel so lucky to spend our days immersed in a subject that excites us.

On a personal level, what captivates us is jewellery’s ability to tell stories and hold memories. For example, we have both recently had treasured heirlooms re-worked into new pieces that we can wear every day.

Professionally, we’re excited by the potential for innovation that we observe in our industry. New materials, new technologies and interdisciplinary collaborations can allow jewellers to push the boundaries of this age-old craft. Our passion for this industry lies at the heart of a new venture we are embarking on – establishing an incubator programme to support emerging jewellery talent. It’s early days, but we know there is a desire for this kind of platform and we’re thrilled by the response so far.

Our passion for this industry lies at the heart of a new venture we are embarking on – establishing an incubator programme to support emerging jewellery talent.
Juliet Hutton-Squire & Maia Adams

What do you love about diamonds / diamond jewellery and what do you think makes diamonds so special?

Whilst their rarity, beauty and history make diamonds undeniably desirable, what we personally love about them is their versatility. The right diamond – one that suits its wearer’s personality and style – is the perfect way to make a statement every day. 

What are you most thankful for with the creation of Adorn?

We are so lucky to have created a successful business which allows us to indulge our passion for jewellery, work with amazingly talented people, seek out and champion innovation, create connections and, ultimately, have a positive impact.

We are bonded forever by this unique journey we are on together and navigating its many twists and turns together has forged a friendship that is rewarding, interesting and strong!

Positive change

Maia and Juliet represent the success of living your passion everyday. As part of our ongoing work for, For Women. Forever, we are committed to the empowerment of women and Maia and Juliet inspire us with their hard work, dedication and strong female network. 

It’s important to ensure that there are strong female role models in every industry and that is just what Maia and Juliet are doing. With a desire to drive positive change and ambition to help grow and nurture emerging talent, they are advocates for the industry, passionate about creating a brighter future for emerging talent and protecting Forever.

Whilst their rarity, beauty and history make diamonds undeniably desirable, what we personally love about them is their versatility. The right diamond – one that suits its wearer’s personality and style – is the perfect way to make a statement every day.
Juliet Hutton-Squire & Maia Adams

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