www.blajournal.com
Keira Wraae Stewart's Journey: From Fashion to Fine Jewelry with ætla
Keira Wraae Stewart's path to entrepreneurship in the jewelry world began with a pivotal life reassessment, marking a significant shift from the fast-paced fashion industry to the creation of her own fine jewelry brand, ætla. At 30, after departing from her esteemed position at Vivienne Westwood, and amidst the introspection brought on by the pandemic, Stewart recognized a desire for a career aligned with deeper purpose and enduring value. This introspection led her to establish ætla in Edinburgh, a venture now commemorating its fifth anniversary with the opening of a new studio on St. Stephen Street.
ætla, a name derived from the Faroese word for 'intention,' embodies Stewart's vision for jewelry that respects history, embraces beauty, and represents a lasting investment. Her rich cultural background, with parents from the Faroe Islands and Scotland, deeply influences the brand's philosophy. Stewart's educational foundation in jewelry, glass, and ceramics from Gray's School of Art, coupled with her early career experiences at Maria Francesca Pepe and Vivienne Westwood, provided her with invaluable insights into both commercial design and high-end fashion jewelry production. Her time at Vivienne Westwood, particularly under the guidance of Laurent Rivaud, honed her appreciation for precision, consistency, and a playful approach to design, while emphasizing the importance of historical jewelry.
Driven by a desire to create jewelry with lasting significance, Stewart transitioned from fast fashion to focus on pieces crafted from precious materials designed for longevity and repairability. Starting as a pop-up in 2020, ætla quickly found a permanent home, showcasing contemporary creations from independent artisans across the U.K. and beyond, alongside antique and vintage selections. The brand also features a unique 'Revival collection' of meticulously restored and reimagined pieces. Further fostering the jewelry community, Stewart initiated a residency program within her boutique, offering emerging jewelers a platform to exhibit their work and grow their businesses, underscoring her commitment to intentionality and sustainable craftsmanship.
Keira Wraae Stewart's journey is a testament to the power of self-reflection and the courage to pursue a vocation that resonates with one's core values. Her story inspires us to seek out endeavors that offer not just professional success, but also profound personal fulfillment and a positive impact on the world, proving that true artistry lies in creating beauty that endures and enriches lives.