Toronto-based jewellery brand Jewels by Alan Anderson has opened a new retail space, will be launching new collections soon, and in September Anderson will be celebrating 25 years as a jeweller.
Anderson founded the jewellery business in 1997 and he is now known worldwide as Canada’s couture costume jeweller where everything is handcrafted. Since outgrowing its previous Toronto location, Anderson was delighted and grateful to be able to move into the new ‘atelier’ space located at 449 Jarvis Street and it was exactly what he was looking for. Â
“We are so lucky as we are on the second floor and it is 2,000 square feet and thrilled to say we are finally here. The Atelier started many years ago in a little historic Victorian building and we had outgrown it and now we are in the Edward Blake House, it is a big gothic Victorian house and it is one of the last remaining in Toronto,” says Anderson.
The Edward Blake House was built in the gothic revival style and was named after the original owner who was the second premier of Ontario and remained in the family until 1917. The house was built back in 1891 and is one of the last remaining heritage buildings in Toronto.
“I love that for the branding because I go back to a different era with my products I am making, I am influenced by European royalty and 1930s, 1940s, and Hollywood – there is a glamorous feeling to what I do and when I got the opportunity to take this space, we moved into it and we are so lucky.”
The 2,000 square feet space comes with all original period details, a working fireplace, moldings, and a beautiful sweeping staircase. Costumes can find a variety of jewellery such as necklaces, rings, earrings, bracelets, broaches, cufflinks, pendants, and jewellery boxes.Â
The new location is accessible as there is parking and customers who want to experience Anderson’s are welcome to book an appointment, come in on open house days which Anderson says will hopefully be every Wednesday, or if someone is around the conor and wants to pop in, Anderson says they can give a quick call to see if they are available or not. People can also find Anderson’s jewellery in boutiques across North America and the brand ships worldwide.Â
Supporting Other Local Designers
The space is three times larger than what Anderson is used to working with and he will be using the space for not only creating his work and showcasing his pieces, but will also be used to host events to support other local designers in Toronto as Anderson said he has seen a void in the Canadian retail market for Canadian design.
“We have big box stores, but there is not really a large retailer that focuses on local Toronto brands and there are so many amazing brands: there is menswear, womenswear, accessories, and more. I think customers are looking for something different where there is a story attached, they know the person designing it, and they know where it is made – it is not fast fashion, it is cut and sewn in the city and I think that is really important to the story of what we are doing with the new Atelier and showroom.”
Anderson says he is mapping out the year for events and is working with designers that share common aesthetics. Over the years, Anderson said he has developed friendships and networks with around twenty-five other Toronto and Canadian brands and plans to have events also showcasing their work. For example, maybe it is an event that shows women’s fashion, handbags, or suits along with Anderson’s jewellery.Â
So far, Anderson is booking an event for the space every month as he already had one this month, and has one planned for May and June. In between these two events, Anderson is also doing shows in Vancouver, Boston, and Saskatoon, “but will be trying to schedule at least one or two events a month in the space with other designers” as supporting other local designers is important.
“It doesn’t matter what city you live in, there is always amazing talent and instead of supporting fast fashion and bix box fashion that doesn’t benefit anybody, I always love the expression of when you shop from a small retail designer, you are literally shopping from the person who had the vision to create it. And it is really exciting that we now have the space to showcase other local designers as we all share a common thread of supporting each other and it is exciting.”
What is Next?
Alan Anderson Jewels (Image: George Pimetel) 
Alan Anderson Jewels (Image: George Pimetel)
In April, Anderson will be dropping the new Spring/Summer collection and later will be launching a new handbag line in collaboration with Anavi Designs. The new handbags will be handcrafted in Toronto with a jewel detail and will be available in September.
Anderson said he will also be celebrating his 25th anniversary as a jewellery designer and is planning a celebration for his success.Â
“It is amazing to think I have been doing this for 25 years and for spending my life doing something I love, and to say I followed my passion and dream for 25 years is really an amazing thing for me. 17 years ago I quit my full time job to do this, and now I am in this amazing space and I am full of gratitude and this is my immortality. I am 56 years old, and in 50, 60, or a 100 years from now, my jewellery will still be around so it is amazing it will live past me and it blows me away.”Â
