Tatty Devine’s new perspex colour: lilac!

Daring, Bold and Unconventional were the three words the girls at Tatty Devine used to sum up their collection in Covent Garden this morning.

Having first taken a shine to Tatty Devine at Treasure Week in June, I was enthused to be invited to the revealing of their new perspex colour.

Greeted with croissants, orange juice and welcoming faces when walking in to the shop the new colour was displayed and revealed. Cut onto a signature name necklace with a heart shaped pendant, the colour was Lilac! The girls were all sporting the new shade by wearing their own name necklaces. Going for Lilac was a great choice as purple-themed shades are on trend currently and set to be huge come Autumn/Winter 2012. I spoke to one of the girls, Emily about the choosing of Lilac; “We wanted something fresh and pretty without being overly girly. It’s more about making a statement”. With pastel colours being all the rage these pass months it seems a perfect fit for season and followed on well from their new peach melba colour last season.

It was then that the designing of my own complimentary necklace began. I got to choose the colour, font, chain and charm and even got to watch it being created on their new in- store laser cutter. What a privilege! I clasped it around my neck there and then.

I also got given a goodie bag, colour-themed of course, to all things Lilac. Amongst it was House of Holland socks, Essie nail varnish a Penhaligon’s scented candle and Betty Magazine. There were a few other bits in there too, held in a Tatty Devine canvas bag with a little Lilac bow on the strap.

The shop displayed the various collections from Tatty Devine. The most current pieces consisted of tigers, bunting, bows and dinosaurs. A collective and varied mix of quirky, fantastical pieces that reflected the imagination of each person involved. The film being screened in the middle of the colourful cabinets was the fashion film by The Lovestreet for Tatty Devine. It showed the creative and making process of their jewellery, based in their original studio in Brick Lane. It was a great insight, showing how each piece is handmade and crafted in London. This showed their ever-evolving brand as British designers.

It was interesting to learn that most of the women working at Tatty Devine didn’t come from jewellery backgrounds; some were as far-fetched as literature and architecture. Emily explained: “We don’t think about the pieces in terms of fashion, more along the lines of what can we make that we think is amazing”. Everyone there had the same positive attitude and creative energy to what they produce.

After nearly thirteen years, Tatty Devine has created a niche for itself that remains marketable and young. By sticking to their bold colours and fun pieces this is a brand that won’t be going out of style any time soon. If you would like to order your own name necklace you can do so here.

Bethan Williams