From London to Wānaka: Creating a Unique Design Identity

In a world where success is often linked to being in a big city, Alice Herald is proving that the beauty of Wānaka, New Zealand, can be just as powerful as a bustling metropolis. Herald, a skilled artist working in the medium of jewellery, has built a globally recognised brand, showcasing her creations at the most prestigious jewellery expos while maintaining a connection to the lifestyle and values that define her hometown.

Alice’s journey to Wānaka began 20 years ago when she and her husband moved to the region to ski—and never left. For her, being in Wānaka offers a unique advantage: the space to develop a distinctive design identity while embracing the outdoor lifestyle and raising a family. While some might assume that being far from global jewellery hubs is a disadvantage, Alice has found that Wānaka provides her with the freedom to create.

In the competitive world of fine jewellery, the idea that you need to be in a major city to succeed is pervasive. However, Alice’s story challenges that notion. Her brand, based in Wānaka, has steadily gained recognition worldwide. “We have to educate our international audience about the positives of being based in New Zealand,” Alice says. The use of locally sourced New Zealand gold and collaboration with organisations like New Zealand Story and New Zealand Trade & Enterprise has helped raise her profile. For Alice, it’s about embracing the positives of being in a smaller town, including the skilled local workforce and the distinctiveness that comes with the Wānaka brand (link to brand case study).

Scaling a business in a small town comes with its challenges, but Alice has made it work by prioritising quality and carefully curating her network. With a small but highly skilled team, she values the support of contractors who help her execute her vision and connects with like-minded people in Wānaka and Auckland, hosting intimate events and collaborating with other businesses. The local community has been a key element in her success, with networking opportunities and collaborations with organisations such as MINT Charitable Trust helping raise funds and awareness for important causes. Her belief in collaboration over competition has strengthened her business and the wider community. 

The landscapes and lifestyle of Wānaka are integral to Alice’s creative process. Being close to nature and having the freedom to explore the outdoors fuels her imagination. Whether it’s running, skiing, or simply spending time in the mountains, Alice finds that her time in nature recharges her energy and strengthens her creativity. She balances the demands of an international business with the Wānaka way of life by incorporating outdoor activities into her daily routine, while still being able to connect with international partners through travel.

For Alice, sustainability goes beyond just a buzzword—it’s about taking responsibility for her impact on the environment and society. Her commitment to traceability and ethical sourcing is a priority, and she works closely with her suppliers to ensure that each aspect of her supply chain adheres to strict industry standards. This includes using New Zealand gold and sourcing diamonds from suppliers who follow the Kimberley Process to protect local mining communities and the environment.

Looking ahead, Alice has exciting plans for the future, including once again attending the Couture Jewellery Show and expanding her network of retailers and partners in global cities like New York and Dallas. She is also focused on launching new collections and collaborating with international partners to expand her brand’s reach. Alice’s advice to other entrepreneurs and creatives is simple: stay true to your unique identity, be patient, and embrace the journey, even if it means starting over in a new market.

1. Location Doesn’t Limit Success: Alice proves that being based in a small town like Wānaka offers unique advantages, including the space for creativity and a strong connection to nature.
2. Building a Global Brand from Anywhere: By educating international audiences and embracing local materials like New Zealand gold, Alice has established herself as a global jewellery designer.
3. The Power of Collaboration: Networking and working with like-minded individuals and organisations are key to building a successful business.
4. Sustainability and Responsibility Matter: Alice’s commitment to ethical sourcing and environmental responsibility sets her apart in the luxury jewellery market.
5. Embrace the Journey: For creatives and entrepreneurs, staying true to your unique vision and being patient are essential for long-term success.