increasingly cashless society. His remit involves not only branding and design; he's tasked with developing apprenticeship programmes, a huge reskilling drive, securing jobs and reinvigorating an almost extinct British industry.
No pressure, then.“It could be if I wanted it to be, but I'm quite good at compartmentalising and staying in the present moment,” says Jones, every inch the east London creative with his platinum bob and armfuls of tattoos. “As a fiery, flamboyant creative, I've had to do a lot of work on myself to be able to survive in a corporate structure.
I know how to meditate and keep myself grounded, which helps to manage stress and not get carried away with the weight and gravity of 1,100 years of history.”The Buckinghamshire-born 36-year-old is no stranger to high expectations.
After launching his debut jewellery collection in 2009, he was hailed as the industry's brightest young talent. He was the first jewellery designer to win the British Fashion Council's NewGen Award – which he went on to win another four times – and to be allotted a space on the official London Fashion Week schedule.
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