Interview with Kassandra Gordon, Jewellery Designer
We had the pleasure of meeting with Kassandra at her Somerset House residence, where she shared insights into her journey from studying psychology to pursuing her passion for jewellery design and creative work.
Where did the passion for jewellery making and jewellery design begin?
Kassandra recalls her passion for jewellery started when she used to watch the old Egyptian movies, admiring the gold that mummies were buried with, and at one point Kassandra even wanted to be an archaeologist. However, that passion deepened when her mother gave her a gold locket for her 9th birthday, this was when she realised that she had a love for “shiny things.” She knew that jewellery signified love.
Kassandra’s passion for jewellery and the arts had always been present, even though her upbringing was more focused on practical and academic achievements. She mentioned, despite being naturally talented in areas like drama as a teenager, she even took her GCSE in drama early, however it’s not always considered an appropriate route to take as far as family are concerned. Kassandra did what most of us did and pursued a degree, partly due to the pressure to succeed academically, which she felt more acutely as a working-class student navigating higher education.
Kassandra obtained two degrees, one in Psychology which she gained in Liverpool John Moores University followed by a master's degree in Social Research from Warwick University. She considered pursuing a PHD but found that many PhD programs required aligning with specific research interests, which didn’t correlate with her own. As a result, she chose not to continue her academic path and shifted her focus to something that truly resonated with her: jewellery and adornment.
She later went on to study diplomas in Jewellery Design and manufacturing and for four years, she worked within the charity sector, while juggling her jewellery training on weekends and evenings while honing her craft. Pre-lockdown, there was a turning point in Kassandra’s life, when she was approached to design an engagement ring, to which she agreed. It was then that she began crafting engagement rings for clients.
Kassandra recalls wanting to focus in this area and begin to create her own unique designs and focus to grow her brand. Then lockdown came and for Kassandra sales increased significantly, as engagements were on the increase, as were her rings.
What have been some of the highlights of your career so far?
Kassandra, now an award winning Jewellery designer, has a number of accolades that she can be proud of, including having caught the eye of admirers at home in the UK and overseas. Her designs have been featured in numerous publications, she’s been a guest speaker on numerous panels and featured in a Jewellery film at Hampton Court Palace, which aligned with her love for telling visual stories.
She recently launched an exhibition in East London, Contours of Belonging, a groundbreaking fine jewellery exhibition involving reflections of local people from the area. And in addition to this, Kassandra has launched her very first book, Contours of Belonging, which explores how jewellery can be used to tell personal stories, preserve cultural heritage, and promote social change. Kassandra says of the book: “I believe it will offer a unique perspective on the significance of jewellery in our lives. She has also exhibited a visual providing an immersive experience at London’s Outernet with Rhythm Rituals, reaching more than 1.5 million people weekly.
What have been the challenges you have faced?
When discussing her professional life and the challenges faced by entrepreneurs, Kassandra emphasised how important it is to foster genuine connections with people and reinforced her belief in authenticity and the need for more real conversations and interactions in the business community.
How important has been establishing a community through social media?
Kassandra also discussed the pressures of social media and public visibility. While some entrepreneurs use their platforms to build a following, she explained that she chooses not to participate in the social media "hype." She feels a responsibility to her followers to present the right messages and avoid the distractions that come with the performative nature of online presence. For Kassandra, it's about the people she connects with, not about the fame or popularity that might come from online engagement. She believes that genuine work and meaningful change happen behind the scenes, without the need for constant public visibility.
Kassandra thoughts on going global?
Expanding her customer base and specifically into the US as the UK base is limited and not that big. This year she had the opportunity to travel to the US, where she held pop-up shops in New York, Chicago and LA. This experience enabled her to connect with all sorts of people who turned up to her events to connect and buy her designs. Kassandra expresses that the dream would be to have her own-named stores in key locations across the UK and globally.
What is your advice for anyone who wants to get into the industry?
Take action, do it anyway, be super intentional and committed. Her advice to anyone in their twenties and about to embark on this journey into entrepreneurship is: “In your twenties, you have to make sure your finances are legit”. She states, the roles you take, make sure they are worth your efforts financially.
"I am the CEO of my life.” Kassandra states, and is reminded of such, by a ring she wears. However, she emphasises the importance of being around the right people, getting support and being mentored by people who are actually where you want to be. She learned that there are no shortcuts and most of the answers that she was looking for are within her. Also, “Move in silence”..
Top tips you can share?
Kassandra comments, “Don’t get swept up in all the courses, particularly when you can find some if not all of the information you need on YouTube. “YouTube Premium was useful for me too”, it’s all the same information. It’s all about your mindset and who you are around and having self belief. “Learn as you go, be consistent and turn up everyday!”.
What are your thoughts on legacy?
What’s important to me is the legacy of what I’ve learnt and how I can pass that down by way of teaching.
We want to thank Kassandra for sharing a story and are excited to see what’s next for her and will continue to follow her journey. If you would like to find out more, follow Kassandra on Instagram, at: https://www.instagram.com/kassandragordonlondon/
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