We catch up with the designer behind the London-based brand known for its designer jewellery and unique cufflinks
Where does the name come from? The name Babette Wasserman comes from the designer Babette, the creative mind behind the company. With such a recognisable name, Babette has found success in a loyal following and an ever-growing relationship with stores.
How would you describe your brand’s aesthetic? Classic accessories with a stylish edge and a splash of British humour.
What inspires the brand? Meeting individuals with unique perspectives is a huge part of our inspiration, and so we value spending time getting to know our customers. A lot of our design inspiration for our cufflinks and bracelets also comes from contemporary art, architecture as well as looking back in time and modernising old techniques that were used in jewellery many decades ago.
What goes into creating the perfect pair of cufflinks? Thoughtful, forward-thinking design and attention to even the smallest details are an essential part of our process. Providing products that are made to the highest quality is integral to our company.
What informs your choice of cut, material, print, colour etc? We are always on the lookout for new materials and ideas to bring novelty and modernity to our ranges. Sourcing beautiful, natural materials to work with grants us a lot of design freedom within our men’s and women’s ranges. We recently hand carved volcanic lava and set it into our new range of cufflinks. We also use a lathe machine and techniques used in the 1920s to cut into metal to decorate our links with patterns that Babette designs.
Do you have a flagship product, and what makes it stand out? Cufflinks are our most popular product, I think because we offer such a fantastic variety. We use innovative materials to bring individuality and complimentary textures to the traditional suit. With our designs ranging from the classic to the colourful and the downright funny, there is something in our collection for everyone.
Modern professionals are finding more ways to express themselves than just by the colour of their suit, with cufflinks and tie pins providing the perfect opportunity.
What do you think will be the next big revolution in your segment? At Babette Wasserman we find that the sartorial dresser looks more and more to accessories to reveal their personality and individuality, and we’re seeing this to be a spreading trend throughout the industry. Modern professionals are finding more ways to express themselves than just by the colour of their suit, with cufflinks and tiepins providing the perfect opportunity.
What about the Middle East market appeals to you? We opened a pop-up store in Dubai Marina a couple of years ago and had great success. Our products have been popular in the Middle East for a number of years now, where our clientele values personal expression and a classic style. With a discerning eye our customers always recognise high quality pieces, made with detailed designs and innovation.
How has the rise of ecommerce influenced your company and strategy? Babette Wasserman London was the first company in the UK to have an interactive website where you could purchase cufflinks online. Our first site was created back in 1997, very much at the start of the web. Since then, we have had many re-builds to our site and the newest version was launched at the end of last year. Through our website and social media channels such as our Instagram account, where we have nearing 17,000 followers, we are reaching new customers all over the world. This keeps inspiring us to share our new designs and news with an ever-expanding clientele.