Confidence in colour

For Susan Forde, becoming a jeweller was an unexpected journey. Even more unexpected was that her journey would bring her to Canterbury.

Originally born in London, UK, a life of travel followed, led by a fascination with the world and its people. She worked in the corporate sphere and eventually discovered a love for crafting jewellery.

Susan returned to the UK after a brief sojourn in New Zealand, in Wellington. After some time, she grew restless, and her grandmother urged her to return to New Zealand.

On a wing and a prayer, she found herself in Canterbury.

Having just opened her flagship store in Welles Street’s The Welder, Susan is excited to bring her truly bespoke approach to the people of Ōtautahi, something she was thrilled to share with me.

As I walked into her store, I was struck by the feeling of the space. Susan has transformed the once concrete-floored, high-ceilinged room into a cocoon of positive energy.

A Greek bust (named Ariel) overlooks the space, plants line the walls, multi-coloured velvet drapes wrap the room in luxury, and fine jewellery takes pride of place.

This is energy matched by the master jeweller herself as she welcomes me into this extension of her being. What makes Susan truly unique is her 15+ years of experience in colour reading, combining perfectly with her craft.

She has mastered this gift, spurred on by a deep desire to understand our human relationship with colour.

“I studied psychology and personality profiling. I travelled all over the world to figure out what made people tick. What makes someone from

India or Africa, Scotland, or Ireland different? I was trying to understand why we are always comparing. Why do some cultures embrace colours, and some don’t? What did it all mean?”

With a smile, Susan invites me to take part in a reading. She starts by noting some significant numbers in my life and whittles them down to find out the corresponding colours.

She reveals my colours: pink, green, and midnight blue. In an effortless sweep, Susan reveals the relevance of these colours to me, how they’ll work with my style, and the confidence and power I will feel once adorned in these shades. Some made sense; others were revelatory. At the root of it all, Susan wants to make you feel one-of-a-kind.

“I want to tell people’s stories. I want you to feel special. I want you to know that the minute you are born, you have a beautiful gift. I want to help you uncover it – that’s my day job,” Susan says.

“I want you to know that when you discover your colour, you go to another level.”

And it’s no party trick; Susan has decades of accolades and lives transformed to tell of. If in doubt, the photos of models wearing her pieces throughout her boutique will have you convinced.

Susan wants her customers to experience high-end jewellery by offering them options for the metal and stone. The stone is typically the most costly component, but lab-made stones can be affordable alternatives to expensive coloured diamonds and precious gemstones. Susan then uses her expert guidance to match the wearer with a stone, metal, and style that suits their energy.

“My jewellery is not for the faint-hearted; it stands for someone who has gumption or wants to discover that gumption. I want them to know that they’re worth it.” susanforde.com