Hi Georgie, when and why did you decide to open the store?
We had the opportunity to open a shop and studio in a nearby seaside town about seven years ago. I absolutely loved creating a physical space for Wanderlust Life – bringing the brand’s aesthetic to life, and giving people the opportunity to see, feel and try on our pieces. Jewellery is such a tactile product, it should never be behind glass!
What had you done before launching Wanderlust Life? Did any of these skills help?
I worked in creative agencies, managed a yoga retreat and opened galleries before launching Wanderlust Life. I learnt so many skills along the way that have helped me bring my dream to life from managing a team, organising product launches and understanding the importance of attention to detail.
How did you decide on the name?
Wanderlust Life started 11 years ago in 2013, after returning from a winter in Mexico. I was lucky enough to spend winters travelling abroad, and it was whilst doodling on an aeroplane that the idea for Wanderlust Life was born, and so was the name. Initially the inspiration was very much about travel in the physical sense, but as the brand has evolved we’re inspired about the broader sense of the journey. 
How would you describe the interior style of the store?
When we designed the store, we wanted to reflect the brand’s refined and pared back aesthetic. We kept to a natural palette of colour and materials; using maple wood, stone flooring and brushed gold to compliment the jewellery. So many people also comment on how calming the space is. As with a lot of design decisions, I believe that less is more. By keeping the palette tight it creates more of an impact.
Tell us about the range of products you stock…
Each piece of jewellery we make is designed to act as a visual mantra, blending deep meaning into personal style. As well as our signature semi-precious faceted gemstones, our mix-and stack collections span gold chains, statement pendants, fine cord necklaces, earrings, bracelets and rings. Prices range from £30-£180 and we create two main collections a year. We also sell a curated collection of unique products from designers and makers from around the world.
Can you tell us more about the ethos behind your collections?
We work in an open studio and often share experiences/ideas/thoughts that all contribute to the bigger concept and design process. We live in a beautiful part of the world, and our coastline and environment will always be a huge inspiration, but expanding our horizons; travelling, meeting new people and seeing new things is always a big catalyst for new ideas.
Speaking of the environment; congrats on receiving your B Corp certification. Can you tell us why sustainability is a main focus for you?
Thank you! We’re super proud that we have become a certified B Corp! Sustainability is very much at the heart of what we do. I always wanted to build a business based on kindness and love, to build a team I could inspire and care for and forge a community to share it all with! Being rewarded for favouring people and the planet over profit with our certification feels like a real accolade.
What does a ‘normal’ day look like?
I am generally found darting between the shop and our studio! I still love welcoming people through the door and it’s such a privilege to be able to meet our customers, to show them what we do and help people find meaningful pieces for themselves or as a gift to special people in their lives. Back in the studio, I’m often working on future collections and collaborating with our in-house production team.
I feel very privileged to live by the coast and to work in a creative role and company. Living in more rural areas often has a downside of less creative work, so I’m super proud to have created that environment for myself and my team.
Once my day at the studio is finished I try and get down to the beach; whether it’s to get some space on an empty open beach in the winter, wash the day away with a sea dip or bodyboard, or to meet up with friends to watch the sun go down after a busy day in the store.
How do you choose your wares/stockists?
I love finding other brands that align with our jewellery and brand. Sometimes I’ll discover things on Instagram, by word of mouth, or by visiting stores I personally love for inspiration. I love finding brands that are emerging or relatively unknown – the search is all part of the fun!
Which item is your bestseller? Why do you think that is?
Our signature gemstone fine cord necklace is the very first silhouette we created, and probably the most special – it still remains our bestseller!
There is such a simplicity to its design, the piece feels timeless a decade on. Aside from its timeless style, each gemstone holds meaning that we’ve translated into a mantra that can be interpreted by the wearer. If I ever feel like I’m a little off course, I’ll re-route myself by wearing my piece of Aquamarine. It’s a personal reminder of my own journey, and my purpose. The piece was designed to become a personal talisman for all wearers in the same way.
You also offer in-store experiences with personalisation and updating pieces. We’d love to hear more…
We’re big advocates of finding creative ways to bring to life unique and special experiences for our customers – it’s super important to us as a brand. Purchasing jewellery should be a special and memorable experience!
We offer a bespoke in-store engraving service and also personalisation with hand-stamped initial charms that can be added to a lot of our bracelets and necklaces on the spot at our in-store personalisation station.
We also have a welding studio, offering permanent jewellery. You can choose from an array of chains, then let one of our team weld your bracelet in place with a gentle flash from our micro-welder. There’s no need for a clasp – your piece will stay put permanently.
To breathe new life into old favourites, we also offer refurbishment and re-plating services on our jewellery to keep jewellery lasting longer and to minimise environmental waste.
We offer a silver recycling service where members of our loyalty club, the Golden Gang, can earn rewards for trading in their old or unwanted silver jewellery. 
What do you enjoy most about running the store?
We feel really privileged to be involved in special customer purchases. It’s wonderful to see and bring to life some of the inscriptions that we engrave onto jewellery. We’ve been a part of so many special occasions – marriages, proposals, anniversaries, births – big moments!
What has been your career highlight?
When we opened our new store in Braunton, six years ago, I was completely blown away by how many people in the community turned up for our launch party. It was a really special evening and a memory that I’ll treasure forever.
What is the neighbourhood like around the store? Do you have a community of independent stores around you?
We do have a lovely crew of independents around us! Some of my faves are Heartbreak Hotel Coffee, Braunton – only a short stroll from our shop and our pick for speciality coffee. The rotating menu of donut flavours? Nothing short of dreamy. And, The Porthole Woolacombe; plan to stop here, mid walk, cycle or for a swim. You can pre-order your lunch, enjoy local ingredients while you soak up an amazing view.
What do you wish you’d known before opening the store? Any advice for those thinking about opening their own shop?
Opening a physical shop is quite a commitment; financially and from a time perspective. We open seven days a week and stick to consistent hours but that does mean as the owner you always need to be ‘on’. I think I’m really used to that, but it can be a shock if you’re transitioning from being employed. My advice – find some really solid, reliable staff. Building a team, bouncing ideas and kicking the day off with a coffee together is the best way to start, and it’s like having a second family!
14 Caen St, Braunton, Devon
Photography by Max Weston and Chloe Upton
