You like good vintage jewellery? Then you really need to take a look at E2 Cartel. Gold, gold, the occasional silver item, well chosen accessories and more gold. Lily, the woman behind this treasure trove has the best eye – anyone who appreciates articulated clown charms and Nudie Cohn will 100% have the goods (in my opinion).
As Lily puts so nicely below, there is enough in this world already, so she is set on giving whats already here a new lease of life: Why buy new when, jewellery especially, was made to such a better quality! It isn’t just the best picked jewellery and accessories that can be found at E2 Cartel, but also a tonne of amazing historical and cultural research that Lily does about her finds or favourite pieces. As a lover and studier of history of dress and design this element of E2 Cartel is maybe a favourite; evidence of a true passion and love for what she does, as well as a lesson for anyone that cares to know (which you always should tbh).
If you can tell, I’m a big fan. So please read on ……
- tell us about yourself and your brand.
I’m Lily and my shop is E2cartel. E2cartel is a vintage & secondhand jewellery (sometimes shoes & accessories) shop that sits on the fence between naff, trash and fabulous chic classics. I am lucky enough to have found a small but fantastically loyal following since starting the instagram page in 2017. The shop was born out of being absolutely broke and spending the last bit of money i had on 5 pairs of earrings. I posted a photo of the earrings on my instagram and thankfully they all sold to friends and extended followers that day. I went back to the vintage wholesale shop i’d purchased the original 5 pairs from the very next day, and i haven’t stopped selling jewellery since. I only buy secondhand, vintage and/or dead stock items and try and cater to many purse price points. I really do strive to have something for every budget. Not every taste 🙂 My love of secondhand & vintage runs deep into my personal choices too. I really believe there is enough of everything on this planet already, so i’m happy to bring old pieces, new life and a new home via my shop. I collect original & rare Gold Creoles and have done for a number of years, the history of these particular earrings dates back hundreds and hundreds of years and covers the globe. I will share my Creole research on the E2 page soon.I try and use all recycled packaging so the envelopes your jewellery arrives in are likely to look slightly scruffy, i’ve always thought if that bothers anyone they probably shouldn’t be buying from me in the first place 🙂 I’ve always collected jewellery and trinkets and can’t wait to get back to sourcing and selling in person ASAP.
- What are your Inspirations?
I studied fashion photography and was taught by the legend Mark Lebon. His freedom in his practice and honesty about the industry was hugely inspiring at uni and i still see him as a bit of a hero now. He introduced us to brilliant people during that course and opened our minds the way a person in his position should. I collect documentary photography books, fashion movements, youth culture, i’m very interested in uniform, class uniform and “class tourism” through dress. Perry Ogden’s book Pony Kids first inspired me to take photos back in 2008, and showed me there was a different way of documenting people in their clothes and environment but in a controlled or staged way, which lead me to fashion photography. Not overly interested in high end fashion but street style and the way people present themselves to the world. I find this really fascinating.
- Lets chat about social media- a hindrance or help?
Both. I couldn’t do what i do without it. Super brilliant tool for reaching customers worldwide. I have made some genuine friend-like connections using it, it has allowed me to have interactions with my customers that i wouldn’t get just by having a website/shop. The negatives as we all know, total waste of time. Can be a downer if you take algorithms personally.
- Where would you like your business to be in a few years and do you have any advice?
I just want to continue having a nice time, enjoying what i do, connecting with people who enjoy similar things. Encouraging more slow fashion, secondhand purchases when possible. It makes me really happy when people receive their pieces and are blown away by them. I don’t plan on trying to make crazy money doing this (its pretty much impossible) or growing it to the point where i can’t source the stock myself. I just love things with history, jewellery, clothes, shoes omg i love shoes! I just want to share fun pieces with others who love them too. My advice would be to not compare yourself to others, celebrate people. Price your stock fairly, be brave and just have a nice time.
5. Who are your favourite small businesses or creatives doing interesting things?
Dea.clay, the most fabulous artist and ceramists. @dea.clayMr Finbar’s Hand Painted signs, super talented sign writer doing all sorts of gorgeous bits from Bristol to London @mr_finbarNicolette’s Goods, for all your sweet treat needs. Tasty deliciousness right to your door @nicolettesgoodsSue Stokes Antiques, Beautiful shop based in Corsham, Sue also frequents lots of antiques fairs in the south west/London @suestokesantiques