Vitality consciousness and non secular therapeutic is all of the hype in 2021, along with a never-before-seen focus from the style business on sustainability and gender inclusivity. Natalie Benmayor, founder and designer of London-based jewellery model Capsule Eleven, may simply have created the proper storm within the good second. “I needed to begin Capsule Eleven after figuring out a niche out there for a non secular model inside the modern excessive style sector, one which has a wellness angle.” Benmayor says, “My dream is to carve out a distinct segment as a sustainable, gender fluid model as I consider the primary is now a non-negotiable and the second is the best way style goes.”
Capsule Eleven was created within the midst of the pandemic in 2020, and the model’s smooth, horny but fashionable design using symbols and powerful traces has shortly gathered a cult following. Benmayor’s private model is a determined fusion of latest and classic: “I search out robust staple items from lesser-known manufacturers and used to hunt for these so much once I was touring.” She can also be a fan of Asian avenue model — “there’s a lot design expertise on the market,” however equally covets the extra laid-back LA vibe.
Benmayor’s love for amassing one-off objects with a shopping for habits that’s selective and regarded, relatively than leaning in direction of quick development, additionally transpires in her inventive work.
“I’d love to explain the Capsule Eleven aesthetics as modern, significant excessive style with a non secular twist. I like to offer the aesthetics a way of depth and thriller with an vitality about them.” The founder tells me, “The model can also be gender fluid and has an edge to it. I feel the distinctive aesthetic has been derived from my mixture of favourite influences from world wide which have formed me as a designer.”
The identify Capsule Eleven additionally displays the model’s non secular heritage and a second of serendipity. One facet of Benmayor’s household fled Egypt in an exile again within the 50s leaving with nothing however their jewels, which had been regarded as misplaced. Till just lately. “We uncovered these a few years again in a vault in London and for me it represented a household time capsule, and the items went on to encourage my first assortment.” Benmayor is fascinated by numerology and antiquity, and included such into her model: “Eleven is a excessive vibrational quantity that symbolizes vitality, inspiration and imaginative and prescient, which is on the core of the model’s values. The core of capsule objects which can be at coronary heart of the model’s DNA and are supposed to be treasured as timeless private staples. They’re additionally consultant of, and impressed by ‘time capsules’ that include objects typical of the current second that may very well be rediscovered sooner or later.”
Taking a more in-depth have a look at Benmayor’s assortment, one would uncover a collection of distinctive, stylish but practical designs stuffed with hidden symbolism. Whereas anyone who isn’t into spirituality should purchase into the items merely from a design perspective, it truly is the which means behind every model that makes it complete, with added depth and thriller. “I consider the invention of the which means of knickknack is firmly as much as the wearer.” Referring to every of her designs, Benmayor says. “On my web site I’ve a piece for each bit referred to as ‘Delve Deeper’ the place you possibly can be taught extra in regards to the inspiration and which means behind the piece — if you happen to so want.”
“For instance, the Jewel Beneath collection is likely one of the most modern whereas being primarily based on archaeological finds. It’s a metaphor for chipping away at ourselves all through a lifetime to disclose hidden depths and discover our true self. The eye clip is actually a metaphor for the third eye opening. Most of the items bodily open to retailer wellness objects akin to crystals, CBD or aromatherapy oil which have all been a part of my private therapeutic journey.” For particular designs, Benmayor provides a variety of various crystals for purchasers to pick from and retailer inside their chosen items.
Not like many semi treasured jewelries at the moment accessible out there, you’ll shortly discover how stable and durable every Capsule Eleven piece is, even when the model seems deceivingly delicate and skinny. Being such a younger model, how does Benmayor juggle between high quality with prices?
“I needed to supply my clients the absolute best worth particularly in a aggressive market, so this got here first. You want folks to know they will depend on your high quality.” Benmayor doesn’t miss a beat in explaining what’s vital to her, and her model: “The items are all made in recycled metals which is dearer however this was essential as sustainability is on the core of the model’s values. I’d like to do stable gold, and can do within the close to future, however I needed to maintain again on this to maintain preliminary prices down till I’m extra established.”
Regardless of being reluctant to call her favorites from the gathering, Benmayor admits the Capsule Pendant Necklace, Capsule Crystal ring, 11:11 Necklace and the Jewel Beneath signet ring are amongst her high picks. All types are available each sterling silver and gold (24ct gold plated sterling silver).
Benmayor agrees with a lighthearted smile that “it felt like a daring transfer to begin Capsule Eleven amidst the worldwide pandemic,” however says she had a really clear imaginative and prescient of the model’s USP and what she needed to attain — “so I felt assured to belief my intestine and go for it.” And the pinch-me second for the younger founder got here prior to she anticipated: “I feel this was tremendous early on when my look e book was despatched to the patrons at FarFetch on 11:11 — the eleventh of November 2020 — and so they stated ‘sure’ to stocking me that day, with no Instagram up but! I launched completely with them mid-December. Eleven eleven (additionally the design of one in all my signature necklaces) is an indication from the universe that you’re heading in the right direction and that your targets are manifesting shortly.”
As a founding father of such a younger model in such a aggressive business, Benmayor stepped as much as each function as she has been, for essentially the most half, working alone on the model. “This ranged from design by way of manufacturing, branding, brand design, manufacturing of lookbook, PR and advertising and marketing to contracts and authorized points.” Benmayor goes on to say that her greatest problem was really to steadiness excessive style, spiritually, and gender fluidity inside one model umbrella and preserve it constant.
“The factor that has saved me going has been all of the optimistic suggestions and the feedback from clients,” Benmayor says: “It’s actually felt like there was an excellent vitality across the model since its conception and I preserve attracting unimaginable folks alongside the best way who’ve helped within the journey and to push issues forwards.”
Talking of the subsequent steps for Capsule Eleven, which is already gathering vital momentum within the style world, the founder beams: “I’m at the moment engaged on new collections to drop within the latter a part of the 12 months. Lots of my items are supposed to be timeless and transcend development, so seasonal drops will simply add freshness to the assortment and praise and layer with the present. I prefer to enterprise into nice jewellery as I’ve already had many requests for the items in stable gold and diamonds so it appears a pure evolution for the model to take.” Along with new drops, followers of Capsule Eleven can even count on 2 particular collabs which can be nonetheless high secret in the mean time. Benmayor reveals that the primary one can be inside the wellness sphere as she feels the fusion of style jewellery and wellness is a really thrilling new alternative that has barely been tapped, in the best way she desires to bundle it.
However Benmayor doesn’t cease there — it appears the jewellery designer by no means intends for her work to be merely outlined by simply “jewellery design” and even “style”. “I’m additionally engaged on one thing with an area firm that may launch in 2022, which would be the first of its form. Certainly one of my model’s muses is a rocket scientist and one of many folks I’m working with on this. We have now a style movie popping out quickly as a teaser for what’s to come back.”