Love feminine, standout pieces? Then Squeeze is the brand for you. Discover how founder Sasha started out designing jewellery, her favourite designs, how she styles them and the process behind her flower-inspired jewellery collections.
Tell us the story behind your brand. I have been obsessed with fashion and jewellery for as long as I can remember and my dream was to always have my own brand where I could design everything I loved. The first Squeeze pieces came from me obsessing over having a big statement necklace and ring on holiday that I could dress up my beach outfits with but also complete an event outfit with. Squeeze can be exactly what you want it to be and I love that! All of my designs since then have just spiralled into different flower statements and I just love all of them.
What inspires your designs most? The foundation of Squeeze is to celebrate divine femininity. All of our pieces to date are inspired by flowers and are all named after different types of flowers. I want our customer to feel soft, romantic and feminine whilst still making a bold statement.
How are your pieces are made? I begin by sketching my designs on my iPad (i’m never without my iPad!). When I am happy with it and have finalised them including measurements, metals, stones and any specific details, I send them off to our incredible manufacturers. They then draw up a 3D CAD image. Once we have agreed on all of the details we then go into the first round of sampling. We might go back and forth a couple of times over measurements and enamel colours, beads etc. Once they’re perfect we put them into production. This process usually takes a good few months especially our enamel pieces as they are all hand painted by our super talented artisans.
If you weren’t making jewellery, what do you think you’d be doing instead? When I am not designing jewellery I am designing clothes for Squeeze and I love them both equally as much.
What jewellery do you wear every day? And which pieces do you choose for when you’re going out? I am always wearing our Iris necklace and Stargazer ring everyday! When I am dressing up for an event I will wear the Forever Susan necklace or the Rosella’s Dream necklace with the matching Rosella’s Dream bracelet.
Gold or silver? Gold and very occasionally silver
Stacked or solo? Stacked for sure
Rings, earrings, necklaces, or bracelets? All of them but I can’t leave the house without a necklace
Coffee or cocktail? Probably coffee
City or countryside? I love London but nothing beats going home to the countryside
Playlist, silence or podcast when in the studio? Never silence! I usually listen to a podcast in the morning and switch to music in the afternoon
The piece that started it all? The Forever Susan Necklace
Who would be your dream person to wear your jewellery? Olivia Dean for sure
Favourite piece you’ve ever designed? I love them all but the Forget Me Not Earrings have a special place in my heart
What does a day off actually look like for you? I feel like even on a day off I am always thinking about Squeeze and what I can do next as I am just obsessed with it.
