Fourth generation St Albans jeweller designs collection for Luisa Zissman

Luisa Zissman

Luisa Zissman - Credit: Archant

Apprentice finalist and reality TV star Luisa Zissman has taken her iconic cupcakes to the next level thanks to a fourth generation St Albans jeweller.

The Lulu Collection

The Lulu Collection - Credit: Archant

Designer Antony Hayes, who comes from a long line of local jewellers, has crafted The Lulu Collection, a range of solid silver jewellery themed around the popularity of Luisa’s baking business.

These include cupcakes, rolling pins and measuring spoons on charm bracelets and pendants, along with Luisa’s catchphrase: “If in doubt, smile and pout”!

The entrepreneur, who used to own a city centre cupcake shop before setting up her Bakers Toolkit business, told the Herts Ad: “We decided to collaborate because I wanted high quality jewellery. I knew Anthony only works with the best suppliers and it’s all British made too. Obviously he’s from St Albans as well and someone local was important to me. And on top of that he’s a great guy with fabulous attention to detail.”

Antony’s ties to St Albans go back to the start of the 20th century, when his great grandfather Harry Berry opened a jewellers in London Road.


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Harry was joined by his sons Lionel and Edgar, and the company expanded to open new shops in Bowers Parade, Harpenden, and Victoria Street in St Albans, with his father Norman Hayes joining the business in 1959.

The Berrys name vanished from the High Street when The Maltings was built, with the closure of the Victoria Street shop and the death of Lionel Berry before he could take on new premises in the shopping centre.

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Antony followed his father into the wholesale jewellery trade 30 years ago, and now specialises as a personal designer, which is how he came to work with Luisa.

“I am very lucky now as I really enjoy my job. I design and manufacture all manner of jewellery for people who I have been recommended to. It is a very bespoke service and I visit people’s houses where they can sit in their own comfort and choose their diamonds and discuss privately what their requirements are. It’s a very personal service. I use three manufacturing workshops in Hatton Garden to make the jewellery and over the years have made engagement rings, eternity rings, diamond bracelets, diamond earrings, pendants and much more for very happy people.

“All my stones are ethically sourced so all are conflict free.”

Luisa added: “From our chosen designs Antony made the prototypes, and then we refined the collection to incorporate the designs we felt would have the best appeal, and now The Lulu Collection is complete in time for Christmas.”

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