Shimmer by Cindy is a world renowned jewellery brand that is home to a range of pieces that are undeniably chic and elegant. They cast a light and shimmer whenever they are worn, and instil confidence in those who choose to wear them. This is jewellery that features a vibrant mix of colours in a soft and sophisticated way. Differing textures, mixed metals and semi-precious stones are all utilised to the highest standard.
Designer Cindy Hock-Lauwers first fell in love with jewellery in her childhood. Fond memories of playing with her mother’s jewellery box were integral to the eventual birth of the brand. Jewellery has never just been a mere accessory to Cindy. It has been a biography of life, and a woman’s jewellery box often provides a narrative, tells a story, and builds a picture of who an individual is.
Cindy has since honed her craft, and now dedicates a number of pieces to her late mother, who was her inspiration and guiding force.
How did your brand begin?
My jewellery brand began 13 years ago at the kitchen table with my Mum. We began beading simple bracelets as a hobby and as a way to spend quality time together. Over time, the business grew with us creating catalogues of our designs. My Mum also used to sell the designs at her Bingo nights.
When did you first fall in love with jewellery and knew you wanted to become a designer?
My love of jewellery began as a little girl looking in my Mum's jewellery box. She had a magnificent brooch that was shimmery, exquisitely faceted, and in impeccable shape. Years later, I would learn of the story behind this iconic piece.
Where do you get inspiration for your designs?
My inspiration has always come from jewellery that shimmered. As a young girl, I always watched award shows to see the jewellery that women wore. I loved the glamour and elegance of it, and I loved how confident the women looked wearing their jewellery.
How do you source your materials and gemstones?
I attend many trade shows looking for gemstones, and I meet manufacturers that source unique stones. For each collection I have a color palette in mind, and I then look to my manufacturing partners to bring my sketches to life.
Are there any celebrities you would love to see wearing your designs?
I have an upcoming wedding collection that will be released this spring. Within the collection, I have a necklace that I designed in tribute to my mom. I'd love to see Blake Lively wear it as she embodies what my shimmer is to me: class, elegance and grace.
How do you want someone to feel when they wear your jewellery?
I want them to feel powerful, beautiful, and shimmery of course.
What has been the highest and lowest point of your career so far?
The highest point just recently happened when I was invited by Vogue to participate in their new digital retail. The low was losing my mom 5 years ago. My wish is that she is looking down with pride, seeing how our little business has flourished.
Do you have any exciting future plans and where do you see your brand in 5 years?
I am incredibly excited for the new Wedding Collection, and I have been working on it for a long time.
In 5 years time, I see my brand continuing to branch out to even more locations around the world. In addition, my goal is to find my place in Nordstroms.
What's the best piece of advice you've been given? (And have you actually used it?)
I received it from my father years ago. He told me to be true to myself. He said that not everyone will like my jewellery. But there will be many that do. Don't compromise your passion to try and please everyone, because you can't. He was right.
What music do you play in the studio whilst you’re working?
I currently listen to the Star is Born soundtrack. Not only does the music inspire me but the story does as well.
What's your favourite quote?
"Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition." -Steve Jobs