We talk to Jewellery Designer MAUREEN HARRISON of Seoidin
One thing in common amongst all clients of jewellery designer Maureen Harrison, is the fondness and sentimental value with which they hold their individual, often bespoke, pieces; be it a head-turning neckpiece, an elegant bracelet or a truly statement ring, each person attaches a very real, tangible significance and a genuine respect to their purchases. The fact that Maureen’s jewellery is timeless helps of course; her designs, despite being very contemporary, still manage to transcend all seasonal fads and remain as relevant and as stunning as the day they were purchased. Maureen’s designs, which are branded under the name 'Seóidín', are available in stores around the country, but can also can be purchased in one of Maureen’s three shops, also named Seóidín, in both Clare and Limerick and online. Being from Clare myself, I’ve been a long-time fan of Maureen’s work and was delighted to have a chance to get 'up close and personal' with this immensely creative talent.
Q: Maureen, when did you first realise you had a flair and a passion for jewellery design?
A: My guidance teacher told me in school that I should be some kind of designer. So it had been always on my mind. I got my qualifications as a jeweller and then I opened my first Seóidín shop where I sold jewellery. I searched Ireland for something different in the jewellery line, something unique, some pieces with a bit of class, but could not find it. Ireland was full of cheap costume jewellery all from Bangkok at the time. It was that experience which awoke in me the desire to design my own range.
Q: How did you go about creating your first item of jewellery?
A: The large stone warehouses in Europe are like a sweet shop to a child for me. I visited many stone warehouses. At one of these shows in Paris I took the plunge and bought a selection of stones, silver and gold components and jewellery parts. From there I was addicted to making pieces.
Q: When you are designing a piece does it grow organically as you make it or do you prefer to design it on paper first?
A: I never design on paper. It is in my head, and then I make it. I need to see the stones, the colours the components, nice parts. I have the components on the table and the new design comes alive in my hands.
Q: What are your favourite materials to work with?
A: Gold, silver and precious or semi-precious stones.
Q: Is there a particular type of item you enjoy designing most?
A: Necklaces and bracelets I love designing. They come easy to me once I have the right materials and stones.
Q:When you first created your brand Seóidín nearly 15 years ago now, what was it, do you think, that set it apart and made it so successful so quickly?
A: Before I opened my first Seóidín shop in Ennis I worked at Kilkenny Design Shop in Nassau Street for a year, in the pottery and gift section. When I opened Seóidín (which means little jewel) I really wanted to have a jewellery shop because that`s where my passion lies. However I thought it was financially too much of a risk, so I decided to mix pottery with the jewellery. At that time I had a very good feeling that silver jewellery was coming into fashion. So I invested in Newbridge jewellery to sell, which was a new brand at the time. I was desperate
to find something different and classic in jewellery, and just could not find what I wanted. It was then I began to plan to make my own jewellery.
What set my shop apart from others was that I searched the country for very unique one-off pieces, small manufacturers which people could not find in high street shops. In jewellery or crafts I always went for high quality. I made my shop my own, interesting and full of stock; the shop was like an Aladdin`s cave. American tourism was very good the first five years in
Ennis, and the local people supported me, too which was a great start.
Q: Running your shop and designing your own range must have been a very difficult balance to strike in those early days. How did you manage?
A: The early days lasted ten years. I was just so determined to make the shop work that I lived and breathed it every minute of every day. My life was consumed with the shop. I worked constantly day and night at it and tried hard to look after every customer. I know I have a very high work ethic - that attitude I got from my mother. I was from a family of 9 from Monaghan; and in Monaghan small business was a common place (every house had businesses at there backdoor). My family talked business all the time. When I started Seóidín after moving to Ennis from Dublin with my Clare born husband I had my first son, Luke who was 6 months at the time. I had my second son, Colm two years later and that is when Seóidín was getting busy and really finding its foot. That was a very difficult time for me - looking back I get shivers down my back because I don't know how I got through it. I would not recommend it to any sane person. I then had my third son, Shane who is now 9.
Q: You now supply your designs wholesale around the country as well as supplying to three of your own stores in Clare and Limerick and online. Is it difficult to keep up with this demand?
A: I have learnt to deligate and employ people to do certain tasks. I think of myself now as a Project Manager, and try to lead from the front. As the business grows and with a bit of success you get more confident and of course you are financially more secure. The demand is good – it's when there is no demand that you get stressed. Having the styles and designs and quality that suits the customers is the key point of success.Q: Naturally, women are all very different and so there are a lot of varying personal tastes to cater for – do you find yourself tweaking designs much within your collections to cater for a mass audience?
A: When designing, I often think of all style and type of women, that is why I have over 3000 different designs. I actually think now there is too much choice but every year when January comes I want new things in the shop and I want to be able to please every customer, so I go again with new designs. Maybe that is why Seoidin has been successful. I love to please the customer and nothing gives me more pleasure than finding in my shop a lovely piece of jewellery for a lady who wants it for a special occasion, and it fits her in style, length and character. I often rearrange the piece to suit the customer by changing the length of the piece, change stone colours and components. Anything to get the piece perfect for that person. I recently made a bracelet for a lady who wanted 3 birth stones in the bracelet – birthstones of her loved ones.
Q: Your pieces are widely regarded as being timeless in terms of longevity in the fashion world. Do you bother paying much attention to trends?
A: I do follow the fashion trends but more importantly I follow the needs of our customers. By working in the shops myself, I gather special requests and feedback which inspire me to create new designs. However when I sit down to design, what's in fashion at that time goes out the window, so I end up making what I like. I think to myself I will set the trend, this is a beautiful piece, it`s timeless; why wouldn`t a person just love it. Jewellery is meant to last a long time. Its different with clothes, they are designed to last 2 years at most. When a person gets a piece of good jewellery as a present, that piece is to last a life time, for the sentimental value of it if nothing else. So my designs really are different, good quality, classic and attractive.
Q: Where do you find your inspirations for your jewellery?
A: From people. I boast here - but I realise now after 25 years working in shops I actually have a good eye. I know what suits people. Every person has a different style and its being able to look at the overall person, being able to seize them at a glance. Then when I go to
shows (all over the world) I learn a lot. I like going to unusual places, classy places not just the Hongkongs of this world, but I go to Canada, to America, to Denmark. I visit every jewellery shop and with a glance I can spot things, nice ideas and nice styles. I then take notes and when it comes to buying the stones I have an idea what direction I should be going in.,
Q: Tell us a bit more about your new signature range?
A: This Signature Range is the Range which we sell into Jewellery shops around Ireland, and promote it as Seóidín Brand. My husband is running this side of the business. This range has been tried and tested in Seóidín shops and every piece, I know, looks fabulous on women and I can stand over each piece as a good seller. That is the advantage of having my own shops. I can try my styles first in the shop and I will know within 3 months if the piece is a winner or not. If it`s a good design it will sell well from the first day it goes on the floor.
Maureen Harrison's designs including her Seóidín signature range can be found in various stores throughout the country and online (see www.seoidin.com to buy or for stockist details) and of course in her own Seóidín stores in Clare and Limerick.
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