News & Insights
Since opening its doors in 1998, Melbourne based jewellery gallery e.g.etal has established itself as a destination for those seeking unique and treasured pieces of jewellery. Considered a ‘hidden gem’, the team at e.g.etal are experts at helping clients curate a unique jewellery collection with relevance and meaning for a lifetime and beyond.
‘e.g.etal pieces are future heirlooms that will be handed down, across and up the generations. We love being able to help a client connect their story with an artist’s story and in turn connect meaning with an object,’ says e.g.etal director of marketing and operations, Simone McNamara.
With a mission to create a place where Australia’s leading and emerging jewellery designers would be represented in an accessible and exciting new context, founders Emma Goodsir and Ali Limb were initially surprised by their immediate success.
‘At that time, Melbourne’s CBD was evolving and there was a growing vibrancy as lots of emerging designers took up retail spaces in the city. People were seeking handmade pieces to express their individuality and wanted to know more about the maker,’ says Simone.
After studying Gold and Silversmithing at RMIT University, Emma and Ali secured a business grant from the City of Melbourne and opened a small space on Little Collins Street. Initially they showcased the work of 14 designers, most of whom were classmates from their graduating class. In the intervening two decades, Emma has become sole director of e.g.etal, they have moved to a larger gallery in Flinders Lane, launched to a worldwide market online and now represent over 65 independent jewellery designers.
The gallery space is sleek and sophisticated, embracing a pared back design aesthetic intended to act as a backdrop to the jewellery on display. Each designer’s work is presented separately under their own name.
‘It’s always been our philosophy to sell the work under the artist’s name. You’re not just buying an accessory, you’re buying an artist’s work. With each purchase we include a card revealing a bit more about the artist and their practice,’ says Simone.
The design of the space creates continuity and flow, with an emphasis on the neutral flooring that wraps up the walls and ends as a stylised cityscape horizon. The perimeter display is the central focus, leading customers through the space so they can examine each artist’s work as they walk around the gallery. A section of the gallery is devoted to wedding and engagement rings, with a central seating area where they offer one-on-one consultations. There is also a dedicated exhibition space within the gallery which houses a series of jewellery installations throughout the year.
‘We are located below street level, so when our customers descend the stairs for the first time they are greeted with a space that is unexpectedly light, sophisticated and inviting. We’ve enhanced that sense of discovery by appealing to all the senses: clean, contemporary design, warm lighting, lots of greenery and lovely scents,’ says Simone.
Offering an alternative to mainstream jewellery and steering clear of market trends, the ever evolving collection showcased by the gallery ranges from very architectural and minimalist designs which require remarkable skill and technical precision, to very organic, meandering pieces.
Representing an inspiring selection of contemporary jewellery, the team at e.g.etal also work with their clients to commission one off pieces.
‘We have experienced so many incredible moments, often revolving around our clients and the special events in their lives. Last year, one of our clients (who is a rock climbing enthusiast) proposed with a ‘rocky’ organically shaped ring by Welfe Bowyer, while hanging off a cliff face! We also recently had a client who commissioned a Suzi Zutic ‘Eternal Love’ ring to commemorate a 16 year relationship with a beloved companion animal. We have hundreds of stories like these,’ says Simone.
For more information and to book an appointment, visit egetal.com.au.