Edge of Ember’s third collection with Victoria Magrath – WWD

LONDON – Lynette Ong, founder of sustainable jewelry brand Edge of Ember, started her company in 2014 after taking a break from trading financial bonds in New York and Hong Kong.

The idea of ​​starting a label came to Ong when she was still dealing with numbers on the trading floor. “I wanted to find quality jewelry that wouldn’t cost an arm or a leg, and I wanted to know that it was made ethically with sustainable materials,” she said, explaining that she also wanted an appreciation of mass-produced fashion jewelry, but was unable to find nothing on the market.

So she founded Edge of Ember, which rose to international fame after Meghan, Duchess of Sussex wore a piece from the brand on her last days in the UK before moving abroad with husband Prince Harry in 2020.

In expanding the brand, Ong is collaborating with fashion blogger Victoria Magrath, who has 1.3 million followers on Instagram.

The third series “Gaia” takes inspiration from nature – the collection includes green malachite and iridescent mother-of-pearl stones.

Courtesy Edge of Ember

“I’ve known Victoria for years and did our first collaboration via Zoom during lockdown,” Ong said, adding that it was such a success that they were both forced to continue working together.

Her third series ‘Gaia’ takes inspiration from nature – the collection consists of green malachite and iridescent mother of pearl stones set against gold and silver.

Ong and Magrath worked with one of the brand’s suppliers in Thailand who are RJC certified. All metals used are recycled and sourced from a local refinery. every order placed sponsors the planting of 10 mangrove trees in partnership with the Eden Reforestation Project.

“I was inspired by Warby Parker and Toms’ model of putting social responsibility at the core of their business and I wanted to create a profitable and scalable brand that has social responsibility at the core,” Ong said.

“Because of my background, it was also important to me to work with craftsmen in Asia.”

Edge of Ember remains focused on the UK, even though a third of its sales come from international destinations and the US is one of its key markets.

Ong is planning numerous collaborations over the next year to expand her audience.

“We’re a digital-first brand, but in the future we’ll look to do more physical activations and partner with wholesale stores,” she said.

https://wwd.com/accessories-news/jewelry/edge-of-embers-third-collection-with-victoria-magrath-1235349545/ Edge of Ember’s third collection with Victoria Magrath – WWD

Sarah Y. Kim

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