Meet The Designer: Poppy Elder
Behind the brand
Hello, I’m Poppy
In the world of contemporary jewellery, where craftsmanship meets storytelling, Poppy Elder stands out as a designer who brings a unique perspective to adornment. Known for her intricate, handcrafted pieces that blend traditional techniques with modern aesthetics, Poppy’s work is more than just jewellery—it’s wearable art.
In this exclusive interview, we sit down with Poppy to discuss her journey into jewellery making, the inspirations behind her designs, and the craftsmanship that goes into each piece. From the first sketch to the final polish, she shares insights into her creative process, the challenges of working with precious materials, and what makes her collections so distinctive. Whether you’re a jewellery enthusiast or simply appreciate the beauty of handmade artistry, this conversation offers a fascinating glimpse into the world of Poppy Elder Fine Jewellery.
Growing up as a third-generation jeweller, was there ever a moment when you thought, this is what I’m meant to do? Absolutely. As a child, I used to go to work with my mom in the school holidays to earn pocket money, and I was always surrounded by jewellery at home with my grandparents, who originally started the business. Jewellery always felt natural to me, and it wasn’t until recently that I realised people are amazed by things I’ve always taken for granted. I feel really lucky!
You started your journey in Birmingham’s Jewellery Quarter – what was that experience like? Any lessons that still stick with you today? Starting in the Jewellery Quarter was both grounding and inspiring. It taught me the value of tradition, attention to detail, and proper craftsmanship, and those lessons are still at the heart of everything I design today. There are so many interesting people in the jewellery trade with decades of knowledge – every day is a school day!
Your jewellery tells a story. Do you have a favourite piece you’ve designed that carries a really special meaning? My shield diamond necklace is a favourite of mine. I designed it when I was figuring out my next career move after leaving the family business. Feeling unsure about the future, I designed a Superman-style shield as a symbol of strength and protection. I love the idea of women buying it for themselves to celebrate their own strength or achievements.
Creativity and craftsmanship
Your designs are both bespoke and heirloom-worthy. How do you balance timeless elegance with modern creativity? I love simple, timeless designs that let the beauty of unique diamonds and gemstones shine through. My jewellery pieces are elegant enough to wear every day but still feel fresh and special.
What’s your process like when creating a custom engagement ring? Do clients come in with a vision, or do you guide them from scratch? It’s usually a bit of both. Some clients arrive with clear ideas, while others prefer guidance. Clients often have questions about choosing the right diamond within their budget. I offer them lots of information but never push them towards a specific diamond colour, clarity, or size, because everyone’s priorities are different. The process is always collaborative and personal – I really enjoy helping them bring their ideas and stories to life.
If you could design a dream jewellery piece for any historical or fictional figure, who would it be and why? I’d love to design a piece for Elizabeth Taylor. She had an incredible jewellery collection, and creating something with diamonds of that size and quality would be amazing!
You work with some incredible gemstones – do you have a personal favourite, and why? Parti sapphires are definitely my favourite gemstone. They have beautiful and unique colour combinations, and because they’re sapphires, they’re also extremely durable, making them perfect for statement pieces you can wear every day.
The business side
The fine jewellery industry is steeped in tradition – how do you bring something fresh and unique to it? I combine traditional, high-quality craftsmanship with small details and personal storytelling. My designs mix classic style with creative twists to give each piece something uniquely special.
Custom and bespoke jewellery is such a personal process. How do you ensure each piece truly reflects the wearer? It’s all about really listening and understanding each client’s style, personality, and story. Clients are involved at every stage – from sketches to gemstone selection – so the final piece genuinely reflects who they are.
What are some common misconceptions people have about fine jewellery, especially when buying engagement rings? People often think fine jewellery has to be really expensive or complicated, but it doesn’t. Beautiful, high-quality jewellery can be affordable and simple if you focus on thoughtful design and ethical sourcing instead of brand names and big mark-ups.
Sustainability is a growing focus in jewellery. How do you ensure ethical sourcing and responsible craftsmanship in your work? I’m committed to using responsibly sourced gemstones, conflict-free diamonds, and recycled precious metals wherever possible. I work closely with trusted UK-based craftspeople to maintain transparency, fairness, and high ethical standards in every piece.
Looking ahead
What excites you most about the future of Poppy Elder Fine Jewellery? Any big projects or new directions on the horizon? I’m really looking forward to growing our heirloom remodelling service and helping more people give new life to their old jewellery in a fresh, contemporary way. I also have some beautiful bespoke pieces and new collections in the works – so watch this space!
If you could collaborate with any designer, artist, or brand – past or present – who would it be and why? Collaborating with Alessi would be fantastic. I’ve always been a fan their playful yet elegant designs, and I think a combination of their style with my jewellery would be really exciting.
What advice would you give to someone looking to invest in their first piece of fine jewellery? Buy something you genuinely love and will cherish for a long time. Choose quality craftsmanship and pick a design that speaks personally to you rather than just following current trends.
Quickfire fun
If you weren’t a jewellery designer, what would you be doing? I’ve always been creative and I’m guilty of regularly exploring Rightmove, so I’ve always said if I would have loved to be an architect.
What’s the one piece of jewellery you never take off? My round diamond studs, which were a gift from my parents for my 18th birthday. They’re simple, classic, and go with everything.
One jewellery rule you swear by – and one you love breaking? I swear by quality over quantity – one beautifully made piece is worth ten average ones. You will always go back to wearing your favourite piece and leave others in your jewellery box, so why not have one great piece instead of lots of ok pieces? But I love breaking the rule that jewellery must match perfectly; mixing metals or styles can be so much more interesting!
Images: Poppy Elder Fine Jewellery
