Design focused Leeds accessories brand, Vanacci, has developed a new range of jewellery which makes full use of the wearer’s perfumes with an innovative, absorbent material it has named the Lockstone. SHEKINA TUAHENE sits down with creators James Whitfield and Sean Sykes to get the science
At a time when consumer-targeted accessories are expected to do more than look pretty, the fragranced jewellery collection from accessories brand Vanacci is a new twist. The science-backed design has a feature which allows the wearer to enhance the piece with their favourite scent and make it last all day. The ‘Lockstone’ range incorporates a patented material which absorbs moisture and has the ability to hold the aroma of a perfume for many hours.
The discovery of these properties was an accident for the designers of the product – James Whitfield, Ryan Ward and Sean Sykes. Whitfield explains: “The idea behind Lockstone was a happy accident. When we were talking, we started to play with new materials and started to develop [one] that absorbs moisture.” The trio then started looking at other products in the market and began to develop something that could not be found elsewhere. From there, they decided to create jewellery which had the material integrated into it. “Usually the bracelets which have charms attached to them,” says Whitfield, “[and] you put the stones inside them but we’ve actually formed the Lockstone so it can sit on the bracelets themselves.”
As the only style of jewellery that features the Lockstone in this way, the Leeds-based company has patented the material which is described as a “microporous structure”, similar to a sponge, but at “nanoscale”. It then draws the moisture in from the desired perfume which is then transferred from the surface into the stone.
The Lockstone’s absorbent properties are not the only unique feature of the range however. Vanacci uses the solar system for inspration in all of its ranges, and the Lockstone collection in particular continues this thread. Whitfield explains that the range uses the solar system and the lunar cycle as its muse, focusing on the “symbolic transition” from day to night.
As different as the jewellery may be, Vanacci quickly identified a market for it after a successful Kickstarter campaign proved demand quickly. “We thought ‘who would want a product designed around what we like and our style?’ We all liked it and thought, ‘if we like it we’ll try it, give it to a few other people and see what they think’. Then we launched the Kickstarter to gauge if other people actually wanted this.” Attracting 1,135 backers, the company exceeded smashed its initial £1,000 goal when the Lockstone reached a funding of £51,305.
Kickstarter has been an important tool for Vanacci, as to date; the brand has launched seven successful campaigns on the platform. The brand attributes the crowdfunding website to much of its growth as that is where i
t initially seeks a desire for the potential product before raising the necessary funds to deliver it.
The decision to venture into jewellery was new territory for the brand, which celebrates its third year in September. Focusing mainly on cufflinks, wallets and money clips, the trio needed a way to utilise the new found discovery in a commercially viable way. Describing that the use of the moisture retaining material in its other products would have only “made people’s pockets smell”, Whitfield describes the decision to branch out into precious stones and jewellery as a “nice” change in direction. “We had thought about it in the past, we just hadn’t thought of a really unique way. We didn’t want to just be another jewellery manufacturer. That sums up our approach really.”
The design process seemed came together quickly, as they dedicated just six months to the entire project. “On the design side of things, some of the ideas come together sooner. It’s just quick, we work and it comes out fine like we want it to. Other things, we have to give a lot of preparation; [there’s] a lot of trial and error.”
Despite its innovative purpose and scientific qualities, Vanacci does not consider the Lockstone range to be a particularly technical product. “I don’t want to encroach on other people’s territory and start talking about tech,” Whitfield insists, “it’s almost so simple, so low tech that so it’ll probably make people think ‘that’s not tech!’.”
Continuing in a vein of simplicity and accessibility, the Lockstone range has a minimalist, casual appearance which is more suitable for everyday wear – lightweight and discreet. “We like the style to match with whatever you’re wearing. It’s not for a super special occasion, not a once every year kind of wear.”
So what about price points? The range is priced between £24.99 and £74.99. “We don’t like to take advantage of people. It’s all made in this country so there’s very few middle men involved in the process. A lot of companies have products go by three or four different distributors and they all need to take a cut of that. But we sell directly.”
The Lockstone range promises to extend the life of your perfume, boasting an increase in the longevity of the fragrance by seven times. By simply spraying directly into the pumice stone which surrounds the absorbent polymer material then allowing the fragrance to absorb for a maximum of four minutes, the wearer’s perfume is slowly released over a period of time, giving it the potential to last for days. Whitfield explains: “It depends what fragrance you use. Because some are more heavily oil based, so it takes longer for some to evaporate completely.” He continues: “There’s other fragrances that can be gone within two or three days.”
With a customer base of mainly men aged 18-27, Vanacci hopes to expand the unisex Lockstone range with the development of more jewellery options. The brand has developed a range especially for women which is due to launch in September this year.
