Meet our new Spring-Summer jewellery obsession: CULT OF YOUTH

Our new #PushJEWELLERY client is stealing the scene. CULT OF YOUTH was founded by silversmith and designer, Kelly Seymour.

Our new #PushJEWELLERY client is stealing the scene. CULT OF YOUTH was founded by silversmith and designer, Kelly Seymour. After launching her first collection which was heavily inspired by a gothic clash of weighted cross chokers and silken bound bones, motherhood came knocking. Since then, CULT OF YOUTH has evolved into a symbol of family intimacies, motherhood and life’s mysteries. We sat down with Kelly herself to find out more …


What inspired you to launch your own brand? 

I have always just made things I’ve wanted to wear. The brand came when other people wanted to wear them too. I got a stall at Portobello Market, started a Facebook page and it went from there.

How has your background influenced your business? 

I guess I’ve always been keen to graft. I’ve worked since I was thirteen, getting a job after school working in a fruit and veg shop, and that was a great introduction to running a family business. Growing up, I had a single mum who worked two jobs whilst putting herself through college. I’ve always felt like anything is possible, that your current situation is open to change if you want it, and that is largely down t seeing her rewrite the blueprint through heartbreak to afford financial security in motherhood. I couldn’t have asked for a better role model than my mum.

How do you juggle motherhood and running a business? 

That’s tricky to answer because I guess I’ve never known another way. I try to work around my time with Elvis as much as possible. Often that means working late into the night but it is also important for me to try to involve him where I can. He’ll sometimes help me at the Post Office (and insist wages in the form of a Hot Wheels car).

Did you always see yourself being a jewellery designer? 

I trained as a hairdresser after school, but it was only through a chance meeting when I was interning for a fashion accessories brand that led me into creating a collection and in that, CULT OF YOUTH. Since then, I haven’t ever thought about doing anything different.

Do you have a piece of jewellery that you always wear and what makes it special? 

I always wear the Beneath My Bones locket. It’s one of my favourite CULT OF YOUTH pieces as I like my jewels to have meaning and it has words from a poem I wrote for my son Elvis engraved into it. I also have a snake ring from The Great Frog I bought with my first paid invoice from Urban Outfitters after they scouted me at the market; I’ve worn it every day since I bought it.

What are the five key words you would use to describe CULT OF YOUTH? 

Sentimental treasure built on community.

Best piece of advice you have received? 

It could all go wrong, but it might not.

Career highlight to date? 

I’d say every month when I pay my rent. Every bill, submitting my tax return, hitting up the Post Office with armfuls of parcels, nervously hitting live on collections that sometimes go on to sell out. Being able to financially provide for my son and live in the city I love by doing the only job I know how to do is an absolute highlight. Being asked to show at Fashion Week with The Jewellery Cut this month, is an honour too, as is being recognised by Push PR. It’s usually me in my kitchen in the middle of the night, so to push the brand forward with other heads is very exciting.

Love the designs? CULT OF YOUTH will be showcasing at The Jewellery Cut Live (18th-19th February) at the Hoxton Hotel Holborn and during #PushCONNECT (28th February-2nd March) in the Push PR showroom. 

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