Changes I've Made
Updated: May 5
This is me outside The Great Frog Ganton Street, Soho. I need to write this, although I'm not sure exactly what to say. These posts only get the odd view though, so I'm going to just let it out.
This was last Summer. I thought I'd have another Summer selling there. I've been a part of The Great Frog for 15years and as of 20th March 2026, my pieces are no longer on the shelves.
Why did I remove them?
Numerous reasons. I will get to that. Firstly let's talk a little bit about selling there for over a decade.
Well it wasn't about the money, although my jewellery always did well, month after month. It was the people, the creativity, the atmosphere that kept me there.
Wait, let's do this properly.
Before I worked at The Great Frog, I worked at Weatherspoons in Angel. I'd work double shifts to free up a extra days for creative work. Murals, live events, exhibitions, the odd graphics job. Then it was back to pot washing for 12hrs and so on.
Since 2006, I was a working London Artist (albeit part time) before I ever became a jeweller.
As you can imagine, I looked to trade in my day job for something better. One day in 2010, whilst in central with an old friend, we went into The Great Frog. Jess who worked the shop floor in those days was so welcoming. I expressed wanting to work there and she made it happen. I worked both jobs for a few weeks, then I was finally free of that kitchen uniform.
Jess trying out my bike - Venti & Jess at TGF desk Soho - Me in the Ganton store doorway
It really was magical to make such a transition. It felt like home immediately. This is where I would meet Patterson, Venti, Reino and too many others to mention. Over the next three years I worked the shop floor, met Arnold Schwarzenegger, Debbie Harry, Kat Von D, Kerry King and (more recently) Tom Hardy. This is the time when Graham Mitchell, taught me jewellery. I kept art working jobs going but jewellery was creeping in, to take hold, in the most delicious way. Graham encouraged and pushed me to carve a wax.
Jess being fabulous - Reino w/the worlds most tattooed man - & Good friend and talented jeweller Graham Mitchell
Jess & I w/the very charming PhoneJacker - Reino showing Kerry King the workshop - Myself & Mr Schwarzenegger
I made the All Seeing Eye ring. My first ring. Reino, The Great Frog owner expressed that he wished to make one, but liked mine and I should put it in the shop. I obliged gladly and it all began. Whilst still working on the shop floor, I had jewellery on the shelves. A ring turned into a pendant, and multiplied into more designs.
I even got to work in the LA store for a few weeks in the Summer of 2014. It was all so eyeopening and I am so very grateful I experienced all this.
Imogen and Lucifer (LA TGF) are really special people, I hope to see them again.
USA Trip. Top middle Imogen & Lucifer. Thank you so much, that trip meant a lot
By 2016, I'd fallen in love and moved to Germany, leaving everything behind. I was only there for two weeks however. Fortunately it didn't work out! I returned to London and picked up where I left off. The Great Frog took me in (I was pathetic & heart broken).
I asked Reino if I could add Bangles to the shop shelves. He asked me to chose between shift work and selling there. I said, that's fair, I'd like to put more work on the shelves please.
10 years on and I'm so proud of myself for making that choice at a really weird time in my life. It felt scary. But it allowed me to focus on producing work and expanding my designs. I didn't work at the Frog shop anymore, but I was part of the crew still. So much fun was had.
By this time I had The All Seeing Eye ring, All seeing eye pendant, Large Flower of Life Ring, Ouroboros ring, Ouroboros bangle, Flower of life band and matching bangle on the shelves of Great frog stores in London, New York and Los Angeles. I fell into a rhythm of fullfilling orders and making stock for the shops. Almost out of nowhere, I was doing really well, I was and still am, over the moon about that.
Now to present day.
I am sad not to be visiting the London Great Frog Stores every Friday; I have done for years. I'll be missing my weekly catch up with shop staff and jewellers.
That feels strange. This place has been very special to me for a long time (15yrs).
So why leave?
It is a lot of work to stock shops and make orders without pause. I am only one woman.
I'm in my 40's now and started all this in my 20's.
And the truth is, with the price of silver fluctuating wildly, coupled with the cost of living crisis, I can't sell through the Frog and cover my costs like I used to.
The usual answer to rising costs is to raise prices.
It's gotten to the point where people are priced out. Sales suffered.
And in all honesty; I felt stagnant & in need of a reshuffle.
I will continue to sell through my website. Make a little less jewellery, earn a little time back. With that time I can make new designs, travel and work on artwork more like I used to.
The commissions are coming in, for jewellery and artwork, which is amazing.
Thank you so much :)
The last thing I'll say...
Now I am able to control my pricing, I am keeping in line with the market price of gold and silver. This means if the casting cost drops, you pay less.
That's what feels right to me.
And now is a good time to reach out if you'd like to commission jewellery or artwork.
I enjoy my work and am eager to make something you'll love.
Although I don't plan on being this available forever,
Sincerely
Isabel
/ Elfin
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