Roxanne First Launches Bubblegum Collection Inspired by Sweets and Nostalgia

LONDON — Jewelry designer Roxanne First is craving something sweet and colorful for the summer — so she turned her London store on Walton Street into a sweets shop.

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The brand’s new collection, Bubblegum, consists of the full alphabet, 15 charms in multicolored resin, and eight charms made in 9-karat gold with sapphires or diamonds that are available in-store and online.

First’s aim is to give those who haven’t had a taste of her brand a chance to try it — the collection has an accessible price point, starting at 195 pounds.

“Bubblegum came about because I love working with color and I thought it was a very interesting concept to mix resin with fine jewelry components,” she said.

The charms in the collection are interchangeable and can be applied to gold chains or colorful cords.

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The designer wanted to evoke nostalgia in the pieces. “I want it to be like a collectible, where it can be switched between friends and there’s just an overall element of fun, which is great for the summer. The idea is that they’re usable forever, whether it’s tied to a necklace, a bag or a mobile phone,” she said.

She designed all the charms before sending them off to production in Hong Kong . The charms include an evil eye, a pair of lips, a cloud, a mushroom, a palm tree, a smiley face, a shamrock and a star, all motifs that have become synonymous with the fun and youthful brand.

First’s store reflects the vivid jewelry . Since opening in September of last year, she’s given the space a makeover by painting the white walls a charming shade of violet and she’s planning to change the countertops, too.

“I think that having a store is great because we’re much closer to the customers now. My office is in the back, so I come out a lot of the time to speak to clients to understand what they like and don’t like,” she said, adding that she’s eyeing potential store spaces outside of London .

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