Mawi turns 10

As the jewellery designer celebrates its 10th anniversary with a retrospective collection, Dazed Digital visits the studio

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Mawi Keivom

East London-based Mawi (pronounced 'moi-oi') is celebrating their ten-year anniversary. And its still as golden as the day Indian-Mawi Keivom and her husband Tim Awan first started the label. The costume jewellers combine references from a number of contrasting places, like the Rajah, industrialism, Art Deco and Disney and have collaborated with JC/DC, Atelier Swarovski and Topshop. To celebrate their big birthday Mawi have scored their archives and reproduced a few faves of their lust-worthy sparkles. Dazed Digital popped by their Dalston studio and Shoreditch store.

Mawi is all about the juxtaposition. It's like I've thrown everything in a giant cauldron and cooked up a fabulous feast of delightful designs

Dazed Digital: Mawi has a strong signature style. How would you describe it?
Mawi Keivom: I've always been an individual and single minded. Very early on I understood the importance of developing a strong signature handwriting. I would describe my style as industrial luxe meets punk meets granny chic. I love vintage baubles – all the pretty girly sparkly stuff but I also equally love sculptural, architectural and mechanical and art deco influences too. My designs are a mixture of all these elements. Mawi is all about the juxtaposition. It's like I've thrown everything in a giant cauldron and cooked up a fabulous feast of delightful designs. 

DD: From all the collections over the past decadewhat is your favourite piece?
Mawi Keivom: One of my all time favourite pieces is a bracelet from the 2007 Industrial Luxe collection. It's inspired by ancient South Indian tribal jewellery and has a mix of cubist/industrial/tribal elements with a modern aesthetic. I wear this more than any other bracelet. 

DD: What's been the highlight of the last 10 years?
Mawi Keivom: It's been a whole journey and even the smallest of achievements have been part of that experience.

DD: Mawi is situated in east London, has this affected your designs over the years?
Mawi Keivom: Dalston is a cultural hotspot. I love the diversity and colourful landscape. It's full of energy and it's a vibrant and inspiring place to be. It's gritty and fierce with major attitude. All the elements that I love to encompass in my designs.

Photography Mafalda Silva

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