ABOUT
‘...Macha is about a quiet rebellion, not necessarily‘beautiful’, but not without nobility either, rough and warm-hearted and full of ripe character. It‘s witty, tenacious and defiant with an air of old fashioned peace...’
Fine Jewellery brand Macha was conceived by Irish designer Bernice Kelly in late 2007 as a reaction to the corporate fashion world which had become her career after nearly ten years. Macha is the gaelic name for a mythological figure of ancient Ireland after whom the designers hometown was named.
Bernice studied jewellery at a private school when she worked and lived in New York. Within months of her learning to silver smith, directional fashion jewellery store Kabiri in London picked up initial pieces. Two years on and Macha is gaining international recognition as an effortlessly cool brand with continued commercial success. Attracting a serious cult following, the brand maintains a low profile appeal and is stocked at a select number of independent concept stores including Darkroom and Wolf and Badger in London, Incu in Australia and Earnest Sewn in New York. Online tastemakers Cool Hunting, Elle and Nylon fashion magazines and Daily Candy’s insider guide have recognised Macha as a brand with a cutting edge attitude.
Macha marries style, craftsmanship and a sympathetic approach to materials that opts for a rough-hewn look over polish and flash for both men and women. Pieces are traditionally handcrafted in the UK, with a subtlety that develops into classic forms with the passing of time. New techniques are playfully introduced on a seasonal basis, producing an eclectic and constantly re-invented line which fuses British heritage, and rock n roll androgyny.
Building on the brands established online interaction with clients, December 2009 saw the launch of the UK based online store. The website is the ultimate shopping destination for the complete Macha collection. Exclusive styles and limited editions are launched online, and custom sizes can be created quickly direct from the designer.
The store promises individuality by promoting bespoke pieces. Clients are encouraged to become involved with the creation of their own pieces and in turn with the progression of the brand itself. Clients can contact the designer to review custom ideas, and a listing is created within the store that they can purchase online. The site provides an atmospheric environment and luxurious ease of navigation as well as a secure method of payment for all of those highly coveted pieces.
A number of definitive collections have recently evolved. The unassuming and yet delicately fierce Fine Jewellery line provides irresistible classics of the future in 18ct gold, fine silver, diamonds and precious stones. Also, for occasional wear, a collection that inspires a sense of freedom and yet removes the reverence that surrounds the buying of that special piece. The line has the sentiment of The successful Rockwell Line, rough nuggets, deliberately weathered higher quality metals and semi-precious stones are married into delicate treasures with a unified chicness. Pieces can be custom made in 18ct gold or platinum and can be personally inscribed.
The attainable mainline collection glorifies the official British hallmark, wearing the traditional fineness mark as a prominent feature, which guarantees purity. Each piece is also marked with a specific ‘Date Letter’ which represents the year it was made, thus becoming more valued year by year. Classic signet rings, Ingot necklaces and tiny beaten bangles are produced in the series, all in both sterling silver, and 9ct white and yellow gold.
For AW10 Macha launches a fashion line with the rawness of character of its successful Rockwell Line. Inspired by imperfection, disorderly twisted yarns and fibres are captured through a unique series of processes and formed into distinctive sculptural rings and bangles, all in gold and silver plate. Textures offer a contrast to sharp geometric forms in four finger rings and earrings.
Macha is fast becoming a distinctly British fixture in the fashion and jewellery world.