Moonswoon

Brand founder: Olga Loсkshina

Brand DNA

Accurate, clean, classic forms in modern interpretation.

Concept

Moonswoon is jewellery in which beauty is intertwined with meaning, the concept is presented in a simple form, and the jewellery is an occasion for dialogue and serves as a way of self-expression. Most of the pieces are suitable for men and are actively chosen by them. The brand adheres to production ethics and minimizes waste in production and packaging.

Brand History

The history of Moonswoon began with a pair of stones bought by Olga Lockshina at the Urals fair "Mineral Show" and sketches of several rings made by a familiar jeweller. For the first 3 years, the brand existed in the format of a hobby and appeared at local markets. Then Olga registered as an entrepreneur, and Moonswoon got a website and began to be sold in partner stores in Yekaterinburg and Moscow. Today, 8 years after its "official birth" and rapid development, the brand is presented in its store in the capital and the space "Cosmoteka" in the Yeltsin Center. Jewellery is created at three large Ural production facilities with the most ethical attitude to employees and ecology.

Blitz

Best time to create?
The best time to think is before you go to bed - the moment when you are almost falling asleep. In such a relaxed state, the brain begins to process the information that comes during the day, and then ideas, insights, and bright findings come. In the morning, they may not seem so relevant any more. Often I get up and start sketching
What piece of jewellery is among the favourites?
At the moment, it's a small gold forget-me-not ring with six small diamonds. It's thin and shiny, and I love it so much. I can't feel it on my hands, and I wear it all the time. We released these rings before the new year of 2023
What item would you pass on to your grandchildren with the words "Let it remind them of me"?
I hope to write a journal someday - I think it's helpful. And in general, I don't have a special attachment to things (including my jewellery). I am more fascinated by the process of creation rather than the material result itself. I create the actual products for people, and for myself I leave the work on the idea, running in, bringing from the world of ideas into the material world
What is my favorite/unfavorite part of the job?
I'm actually happy to be in the current moment. There are 10 people here in the office who help me do the non-favorite parts of the business. I used to do everything myself since I started out on my own. Now my work is pretty much crystallized into only the things I enjoy. There are still moments left that I'll finish cleaning up in the near future. For example, I make all the bills and payments myself. These are little things that remain to remind me that work consists of different things. In general, our work seems creative to people, but 90% of it is very technical. There's a lot of work with documents, with rules, with invoices, with production. There is not much creativity left
A fragrance that is associated with the brand?
I don't use fragrances. But there is one that I bought because I liked it conceptually. In fact, the first fragrance I bought was Rose by Paul Smith. It just smelled like a rose. And the last one is Rosa Nigra by Fillippo Sorchinelli. It smells like a rose, too, but it doesn't have a single "rose" ingredient in its formula. That is, it smells like a rose, but it's made up of completely different ingredients
Advice to yourself at the beginning of your journey?
Be yourself and believe in what you're doing, genuinely love it. And if you're suffering, think about it. Maybe all this suffering of yours isn't worth it
Brand in a word?
Vibrant and beautiful
Who is interesting to do a collaboration with?
I really like Natalia Vodianova as a person. I'm not sure if I want to do a collaboration, but it would be great to work with her
What will change fashion in the near future?
The jewellery industry is over 4,000 years old and nothing will change it. I've been to the London History Museum, and I've seen jewellery from Ancient Egypt, and Ancient Rome. They look exactly like modern jewellery: same materials, same themes. And that's the beauty of it. The minute a person could not think about food, he decorated himself with something. And it will be the last thing he takes off of himself. That's the good thing about the jewellery industry, it's stable. Yes, it is reborn in digital formats using different materials, but in fact we always work with a person's desire to decorate himself. This symbolizes for him a feeling of rising above his everyday life, an opportunity to afford something more