Meet Alice Van Cal a visionary jewellery designer whose creations transcend the boundaries of traditional adornment.
Interview by Marcella Martinelli
Her design philosophy revolves around blending the classic with the contemporary. Alice seamlessly marries traditional craftsmanship with modern aesthetics, resulting in pieces that are timeless yet fashion-forward. Each piece is a testament to her meticulous attention to detail and a deep understanding of the materials she works with. Her creations are more than accessories; they are symbols of a conscious, creative force making a positive mark on the world of design and craftsmanship
How did you become a Jeweller?
It started out of passion. First with beads and macrame when I was younger and from the age of 23, I started to create bespoke jewellery out of the special moments people wanted to celebrate and highlight in their lives. That’s how I became a jeweller, but it took the birth of my firstborn son, Joshua, to launch Alice van Cal. He brought me the confidence to go for it and so we launched our eponymous brand 5 years ago.
I have always been fascinated with jewellery throughout my childhood. I was born and raised in Brussels where I graduated with a degree in marketing and communications and ended up interning at various public relations and luxury firms, most notably LVMH. From there, I was able to intern at Piaget which led me to being introduced to the brand manager at Baume & Mercier in London, which is where the foundations of Alice van Cal began to be built. I found my place as a protégée at Baume & Mercier for four and a half years, and it was the surroundings that inspired me to begin my jewellery brand.
In that time I was lucky enough to share the same walls with the artisans of the Cartier workshop, which allowed me to gain exclusive insight into the craft of fine jewellery-making and, most importantly, ignited that spark I had to bring my designs to life. After Baume & Mercier, I spent a year and a half working for Christie’s in 2015 and 2016, and my experiences taught me that I wanted to work independently and have a strong core message for my brand. I ended up launching Alice van Cal when my firstborn was 5 months old, that’s how it started and here we are now 5 years later!
Your First ever luxury purchase?
I would flick through magazines when I was younger and choose the most creative images, then I came across the campaign for the J’adore Dior tank top and I wanted one, I must have been about 13, my stepfather kindly gave it to me as my Christmas gift and I still wear it today. Years later I only realised Dior was a luxury brand.
Do you have a favourite piece of Jewellery?
I have many favourites but the most impactful in my life has been my grandmother’s locket, I played with it for as long as I can remember and this is what has instilled how meaningful, powerful and helpful a piece of jewellery can be to its wearer.
Greatest recognition of your career so far?
My children ask me questions about the growth of the brand and are encouraging me every step of the way.
Do you think you will expand to another area of design?
Yes and I am beyond excited about it, this is a never-before-seen conceptual design that I literally can’t wait to share. It will launch at the end of 2024, or earlier if our workshops can schedule it.
Do you do a mood board for each collection?
No, I have never used one. Once I know the meaning I want to instil into a design, the design comes to me.
Favourite stone and why?
The white natural diamond because it contains every single colour in it. Also, it is the strongest stone due to how it is formed. To me, I believe it enhances the colours from within its wearer.
Three things you would take with you on a desert island?
My rainbow journey bracelet is a talisman to keep focused on that challenge.
An elastic band for my hair.
A jet ski so I can leave once I have had enough on the island.
Your greatest extravagance?
Maybe just daring to be true to myself no matter what…
Jewellery pieces or designers that you admire?
Buccelatti!
How would you describe your style of Jewellery and what kind of women buy it?
Ultimately, I design jewellery to encourage our clients to recognise gratitude in life’s daily beauty. The style of jewellery is directly inspired by translating life’s emotions through designs, which can be seen through the full-colour spectrums I choose to work with. Particularly rainbow spectrums of precious gemstones, they are abundant with the likes of multi-coloured sapphires, iolites, peridots, rubies and diamonds in soft, gradient colourways – a reflection of how we all evolve on our paths. The search for one’s internal evolution and inner peace is a true continuum of all the emotions life throws at us and has been mirrored through my bold expressions of colour. However, the kind of people who buy our jewellery are never pigeonholed into a particular category, as our designs are so pan-generational and down to more of a feeling than a demographic or age group.
Where do you source your stones?
Our stones are thoroughly sourced via our workshops which find the most vibrant stones colours. Our diamonds are acquired from De Beers and several other trusted sources.
And, additionally, each piece of Alice van Cal jewellery with these precious stones has been personally energised under full moons. We only deliver these creations out into the world when the stones are recharged and abundant with their healing properties. So not only are you receiving something that looks beautiful, but you are investing in yourself by wearing a piece of jewellery that will help unlock the inner peace you may be searching for.
What is next for Alice van Cal?
To bring more light through our meaningful and intentional jewellery designs.
You are at your happiest when?
My mission is to remain happy and peaceful through all events and challenges of life. Therefore I am constantly striving to be at my happiest and work hard to remain that way.