Combining meaning and style, with Gregory French

Gregory is a natural born adventurer, serial entrepreneur and venture builder, led by a lifetime of experience across the continents.  

This experience of the world, combined with a deep interest in sustainability, an acute insight into different cultures, and a love of wildlife and nature, have combined to form Atlas Accessories, grown from Gregory’s personal search for jewellery that combines meaning, durability and style.

As well as producing distinct pieces with an aesthetic underscored by designs that place connection, depth of meaning and warmth at the fore, his brand is equally focused on the marking of meaningful experiences, empowering storytelling and using success to power change.

Gregory wants to elevate and enrich people’s lives by changing the way we relate to jewellery and to the world around us. 

He believes in being ethical and accountable and treating the planet like a stakeholder as he creates purposely designed jewellery pieces that connect people to feelings, meaning and memory and last a lifetime. 

It was fascinating hearing Gregory speak with such passion, and an enlightening introduction to the world of storytelling through jewellery.

Overview:

In our enjoyable conversation, Gregory:

• Explains how Atlas Accessories began, and describes the visual identity of the brand.

• Explores the organic appearance of the jewellery, going into the detail and the stories behind particular collections.

• Gives an overview of the brand’s business model, the scale of the operation, and his views on online and high street presence.

• Highlights the importance of his networking strategy, and his plans to have more of a physical presence in future.

• Pinpoints the company’s pivotal moments of success.

• Talks about challenges Atlas has faced on their journey, and how they overcame their adversities.

• Delves into the separation of an owner's personal needs and the needs of a company, and the importance of getting the right balance between the two.

• Acknowledges being careful not to get so caught up in the creative rush you neglect more logical business matters, and realising you need to recognise your own weaknesses.

• Expresses his hopes for the company’s future, including how they can give their customers more opportunities to tell their own story through choosing and combining materials to make unique pieces of jewellery.

• Shares his many learnings, stressing that the most important by far has been to keep the right balance between head and heart – creative or business.