Lucy Folk: A Conversation

In the brand’s third venture into retail spaces, Lucy Folk have opened a new concept space for customers to get up close and personal with the unique pieces by the local Australian jewellery label. Lucy Folk Salon serves as an intimate space to break down the walls of shopping online and allow customers to come and have their own in-person experience with the jewellery. The salon also means customers can meet the brand’s master jeweller, Lucy herself, and are invited to join the creative process to collaborate on their vision of the jewellery through bespoke pieces.

I asked the Lucy Folk team where the commissioned pieces sit within the broader scope of the brand. “The commission clients have the most intimate experience of the brand. It’s completely bespoke. You engage with our craftsmen, and understand how the business operates as you are invited into our studio and can see the ins and outs of the brand. Sometimes you even meet Lucy’s family who are her staff but also her parents who tend to interrupt serious meetings to ask whether anyone would like a CAPI Gin and Tonic!”

In a fashion industry now heavily steeped in e-commerce, Lucy is well and truly going against the trend by opening her three retail spaces - Lucy Folk Salon joins the brand’s Melbourne CBD Flagship store and their pink paradise concept space, PLAYA, in Bondi. When asked if this was an intentional push back against online shopping, Lucy herself made it clear it was a much more strategic business decision, designed to bring customers closer to the brand. “I am not pushing back against anything. I personally don’t shop online. Therefore, I have created spaces that I want to shop in that reflect what I think is missing in the market and showcases the brand the way I want it to be seen. The smells, the sounds, the service, the beverage you receive, it’s an experience. I am very tactile. I like to feel the fabrics I wear before I buy, understand the weight of the metal, look at the sparkle of the stone. Customer service is so important and you don’t get a lot of that online. Well not where I tend to shop! I am old school I think and I prefer it that way.”

Lucy Folk Salon is located in the leafy suburb of Windsor, Melbourne, and is open Monday to Friday, 9am-5pm.

Shop Lucy Folk Online www.lucyfolk.com

Images via Lucy Folk