September 5, 2023 |
BLINGIN’ IT IS TEN’S ONLINE SERIES WHERE WE SPOTLIGHT THE INNOVATORS AND CHANGE-MAKERS OF THE JEWELLERY WORLD.
If Mother Nature were to bejewel herself in pendants, those pendants would look similar to the glazed, orb-like stones you’ll find at Vertigo. Grounded in the elegant simplicity of raw materials and origins, Vertigo marries up earthy instincts to mystic matter. How does one create ahead-of-their-time amulets whilst replicating ancient artistry, somehow allowing both timelines to coexist in a singular piece? Taylor Sade, founder of Vertigo, has all the answers and not just in the form of amulets, but in medallions, pendants, belts and chokers too. Think deep ocean blues of lapis swimming amongst silver armour, fiery ruby embellished in metallic church windows and curving contours that mimic the moon through milky pearl shells.
Perhaps the innately ornate feel of Vertigo is reflective of Sade not actually stringing beads together until 2021, meaning her skill for the art blossomed naturally whilst practicing on her bed. It’s clear the brand is rooted in a homegrown independent ethos, you only need to glance at the novelty in shape, texture and pattern across the many designs to see this. Sade, who’s just 24, not only strings precious stones together, but has strung herself an entire brand that’s beginning to boil over with support from celebrities like Emily Ratajkowski and Suki Waterhouse who are popularising the Vertigo look.
That look consists of elemental tones in spheric silhouettes, often embraced with silver or gold, pairing materials together in a romantic sense, as if each adornment is a love story in and of itself. The selection of stones consist of opal, lapis lazuli, carnelian, jade, jasper, rhodonite, azurite and the list goes on. In short, Vertigo certainly has the style solutions for your wardrobe all year round.
So what’s the story behind Sade’s evolving brand? Well, she begun sourcing stones from her hometown Phoenix, in Arizona, where her family still live. The process of picking out stones would happen via video calls with her mother, who’d show her what the local jewellers had to offer in Phoenix whilst Sade would meticulously choose from the other end in New York. In the following days, Sade would receive a box full of gleaming jade through the post. And out spurt Vertigo! A truly homegrown business.
Of course, with the brand gaining celebrity attention since its start in 2021, Sade’s process is slightly different now. She no longer relies on video calls with her mother but negotiates with Arizona-brd lapidaries, selecting fossilised and ornate materials packed in just one box at a time. Despite the growing popularity, Sade is insistent on keeping her creative process intimate and leads every step. Her devoted love for the craft is what makes each individual item so personal to its wearer. No piece is an exact replica – the universe doesn’t create copies in pigment and patterns when it comes to raw stones, crystals and shells. The item you receive truly is your very own, placing importance on the creative visionary who is reconfiguring Mother Nature itself.
ON THE BIRTH OF VERTIGO
Sade: “I’ve always loved a [personal] project and at the time of me starting Vertigo, all I wanted was a creative outlet and something that accurately represented me as a jewellery designer, web designer and graphic designer. My time studying at Parsons shaped me so much, both personally and artistically. After I graduated, I had all of this new creative perspective that wasn’t being applied in my nine to five. So at the time, I thought at the very least, this could work as a nice portfolio piece.
“I wanted the brand name to be one word without requiring too much explanation. I have Vertigo, literally, and was in a conversation about what that feels like whilst stringing beads and something clicked.
“I ended up buying out a lapidary’s remaining stock [which I came across on a trip home to Phoenix] and was selling my first collection of chokers on my personal Instagram account for the first six months. All of the pieces sold out within the first month of sharing them, which inspired me to take it to a larger audience. I never imagined it to reach the level of exposure it’s at right now. I have such a long way to go but if it all came to a halt where it is right now, I’d be more than satisfied.”
ON SADE’S INTENTIONS AND INSPIRATION
Sade: “I try not to design with any intention for others. However, I know when I’m shopping for jewellery, I like to look for something unique that I haven’t seen every other girl on the street wearing. I also try to find pieces that really stand on their own, ones that you center an outfit around, instead of the other way around. Every single one of Vertigo’s pieces is truly one of a kind and if you’re shopping the brand, quite literally no one else has exactly the same piece as you. That alone should bring a bit of confidence.
“It wasn’t until I started Vertigo that I realized my upbringing [in Arizona] really did have an influence on my personal taste. There’s so many elements of my style that stem from what I grew up seeing and now appreciating – gemstones, fine silver, antiques. It’s special that I’ve found a way to bring it full circle.
“My personal taste and style is very Art Nouveau, and I see that often reflected in my pieces. Especially the antique amulet finds.”
ON KEEPING HER PROCESS INTIMATE
Sade: “There’s no set process or studio. Most nights it’s just me in bed with my two cats and a lot of beads either watching movies or listening to podcasts. I work best as early in the morning as possible but depending on my orders I’ll often have to work through the night, which isn’t ideal but obviously a great problem to have.
“I’d love it if people took away the hard work and discipline that goes into creating a brand from ground up, no matter what the product is. There are so many details outside of the jewellery that go into making Vertigo what it is today.”
ON THE VERTIGO WO(MAN)
Sade: “Myself. From the beginning I’ve always intended for Vertigo to be a representation of my eye – whether that’s my creative abilities, artistic vision or personal style. If tomorrow my customers disappeared, I’d still be left with a brand that I’m completely proud of. Especially in today’s consumer culture where accessories are so trend-driven, you never know what someone is going to claim as “in” today and “out” tomorrow. When your brand is reliant on those opinions is when it becomes mass. There’s nothing wrong with that, it’s just not for me or where I see this going.”
VERTIGO’S NEXT STEPS
Sade: “Right now, I’m transitioning into Vertigo being my full-time job, which is not something I ever imagined to be possible. There’s so much thought that goes into the decision making behind next steps and goals, so I’ve been doing a lot of reflection on where I want to see Vertigo in the future and how I can get there while maintaining the “hand-made by me” essence that caught everyone’s attention in the first place.”
Photography courtesy of Vertigo.
