Sarah and Matt from Sugar & Vice have been making their exuberant, vivacious jewellery for nigh on two decades. We find out about their story, the highs and lows, and what drives them to create unique wearable art.
Peeking into Sugar & Vice’s well-stocked online store is like walking into an Emporium of Curiosities. Whatever your niche interest is, you are likely to find something specific to it here. A retro View-Finder necklace brings back childhood memories for 90’s kids, while those who love the weird and wonderful world of the deep sea will delight in their Black Anglerfish earrings. Gothic themes abound, from bats and gargoyles to Countess Bathory awash in a tub full of blood, and chains of succulents, autumn leaves, and berries lay as fresh, bright, and juicy as their natural counterparts.
They are artists before they are retailers, following inspiration rather than chasing trends. “The ideas that follow trends almost never sell,” says Sarah, “and the most 'out there' ideas are usually the ones that people love. It blows my mind just how many people are out there wearing our enormous BigFoot necklace, but we're very happy to have found our people.”
Their people are, in return, overjoyed to have found them. “A girl once shouted from her car to mine while in traffic to tell me how amazing [the earrings] are,” says one reviewer. “It’s so nice to have a little thing that easily opens up connection and conversation and these earrings do that!”
It blows my mind just how many people are out there wearing our enormous BigFoot necklace, but we're very happy to have found our people.
Each piece is hand-made, with a level of detail that draws you in, until all at once you realise that you are looking at something truly special. Details (like the letters on the spines of their Gothic bookcase necklaces) are painted in by hand, every segment of every piece is examined and glued with precision, and you can only imagine the hours of work that go into taking an initial idea all the way through to producing the finished piece.
Running a small creative business today is not for the faint hearted. When we asked about the biggest challenges they faced along the way, they told us; “There’ve been a few, but the worst was probably when our old laser cutter caught on fire. The aftermath was catastrophic as it was a complete write-off…someone suggested crowdfunding to resurrect the business, and our community really came through. Although it was the worst thing to happen at the time, it strengthened our determination to see this thing through, and reinforced the need for small businesses to connect with the customers.”
Their ability to share their journey in an open, honest and human way has allowed customers to connect with the makers as well as the work, infusing each piece with meaning above being simply aesthetically pleasing. With so much mass-produced jewellery flooding the market today, Sugar & Vice’s work fits a niche that is difficult to find but absolutely essential to have - products that truly mean something, both to the maker and the customer.
 |
 |
There are highs as well as lows; “We’ve seen our jewellery on TV, in film, on international drag queens, in print and even in an advert. Being interviewed by BBC news and featuring in the local papers a couple of times has been truly lovely too.”
And so they drive forward, bringing dreams to reality. “We've worked so hard for all of it,” Sarah says, “so looking back makes me incredibly proud.” And, looking to the future, they continue to be driven by creating art that resonates with themselves and their customers.
We've worked so hard for all of it...so looking back makes me incredibly proud.
You can buy direct from Sugar & Vice through their website, Etsy store, or for wholesale clients they offer their work on Faire.
