Susan Vedadi
by Angie Boyer
Susan Vedadi’s jewellery is stunning, a constantly evolving range of unique designs reflecting outstanding craftsmanship. Each piece, however different it may be from the next, is unmistakably the work of this established and respected maker, a combination of precious stones and gold. “All my pieces these days are oneoff and made in 18ct gold,” Susan told me. “I use more diamonds now than I ever have before, they highlight and add value to my pieces, although I do still cherish the odd and unusual and have sold fancy cuts and natural colours.” Susan’s jewellery is stylish yet unpretentious and most certainly ‘for the people’, work that is admired and appreciated by many - for, unusually with a jeweller working at this level (and price range), Susan’s main outlet for her work has always been the craft fair circuit and private customers.
“I trained formally in my craft, gaining a BA Hons in Jewellery Design over thirty years ago,” she recalled. “I remember the first show I exhibited at, I shared a table in an old barn at a Rare Breeds Trust event in Warwickshire. Actually, I got a really good customer from that show all those years ago, they have friends in London who I’ve sometimes made one-off pieces for - in fact I’ve recently made an engagement ring for their son!”. This personal aspect of her business is important to Susan, she appreciates the importance of individual attention for her customers. “When people are commissioning a special piece, it’s important that they feel they can trust and communicate with the jeweller,” she says. “Talking with them, looking after them and discussing ideas are vital. Diamonds are costly, so it’s important that people have a piece created for them to a design that they like and a budget they can afford.”
Susan says that, apart from when she’s working on commissioned pieces, she doesn’t generally design with a specific customer in mind. “I like to make jewellery that is wearable, durable and exciting. If pieces don’t thrill, how else are you going to sell an item that cannot be eaten, is of no practical use and costs a lot of money!”. Working for thirty years in this, sometimes unpredictable and volatile business, it’s not surprising to learn that Susan has very clear views about the craft industry and the jewellery sector in particular. “The last few years have been a time of change in the jewellery business. Foreign imported pieces are often better made, better designed and technically of a higher standard than the run of the mill production jewellery once sold to the majority of the British public. The world is now a very accessible market place and customers are bombarded with internet sites and satellite channels, all offering discount price jewellery. I have had to compete by being different. With a certain sector of the public, especially those who come to a craft fair wanting something unusual and handmade, price is not always the main factor in a purchase.” These days more than ever, fine craftsmanship must go hand in hand with good salesmanship, even the best rarely sells itself. Susan says, “I try to establish a good relationship, a personal relationship, which is a major factor in selling. Making sure that everyone who leaves the stand is happy, even if they don’t buy, is really important. I have to be prepared to do a certain amount of work that, firstly, will probably never result in anything or, secondly, will cost me money I can’t get back. Eventually all of this pays dividends and you establish what I think is known as ‘brand loyalty’! “Positive attitudes at craft fairs are a must,” she continues. “I regard my time there as work, not an extension of my social life or a chance to get out of the workshop (although most fairs are those as well). After all, we all pay quite a lot to be there.
“And I always try to look as if I don’t need the money! Customers can sense desperation and they want to buy into success. There is a lot of trust involved on both sides and it still amazes me that people will come out for a day to walk around muddy tents and hand over their hard earned money to a complete stranger dazzling them with shiny stones!”
Susan works in the heart of
Birmingham’s jewellery quarter,
using traditional methods and
selling through traditional outlets.
She prefers to have no website or
email address, but does exhibit at
some of the South of England’s
finest craft and design shows.
Why not visit her at one of these in
the month of May, or give her a call
to find out where she will be later in
the year - or to commission your
own very special piece.
Susan Vedadi: 07768 592552
