Behind the brand: tiding of magpies


Florence Sturt-Joy (centre) on her own wedding day

We love finding those unique creatives that might otherwise go undiscovered and one such example is the awesome, talented and magpie-eyed (excuse the pun) Florence Sturt-Joy. Her beautiful vintage-inspired creations are whimsical, yet grounded, delicate but have a definite point of view. Here we find out a bit more about the woman behind the brand...


Tell us about yourself

I’m a largely self-taught metalsmith and jewellery designer based in Birmingham’s historic Jewellery Quarter, and I design and make every piece that leaves the Tiding of Magpies studio myself. I started making jewellery as a teenager and finally opened Tiding of Magpies in 2016. I’m a complete magpie who loves sharing the joy of sparkles with others…

What services do you offer?

I offer many different collections of made-to-order jewellery designs, from modern bridal pearls to vintage-style silver, and gemstone Pride flag necklaces to semi-precious teardrop earrings. Each piece is lovingly made to order, usually within a business week, and then shipped off to the recipient in embossed boxes which are perfect for gifting others – or treating yourself!

I also love creating custom designs for clients who want something extra-special. Some memorable commissions have included a full set of jewellery for a bride, her bridesmaids and the little flower girls, a fossil-themed necklace for a Geology Ball, creating a ring from a treasured piece of jet which highlighted rather than hid its historical damage. I love working with clients to create something someone will treasure forever!

What's your background?

My academic and work background is actually in Medieval History and Marketing – not the most natural lead-in to metal-smithing! As a disabled woman, the more expected 9-to-5 office career is pretty impossible for me to make work. The silver lining of that situation is that I’ve had to explore other options. I’ve always been creative and loved making things – I grew up sewing, knitting, dressmaking, painting, and, of course, making some very stylish Scene Kid jewellery! A History degree, a couple of silversmithing short courses, and a move to Brum later, I’m finally pursuing my love of creating and of all things shiny.


Proudest moment?

That would definitely have to be collaborating on a fashion shoot with the amazing activist-model Khrystyana Kazakova, of America’s Next Top Model fame. She rocked my haematite threader earrings and silver scissors necklace in a gorgeous, moody shoot on the streets of NYC!

What would you say is your USP?

My openness to designing bespoke pieces or altering my existing designs for customers is definitely a huge bonus for my clients. I bring my design eye and influences to a client’s raw ideas and tastes, and help create a piece that will become part of their story. Often clients trust me with treasured found items like fossilised sharks’ teeth or family heirloom pieces they’d like reworked, and it’s a privilege to work with items that are so prized and hold so much meaning – especially for a history-lover like me!

For more of Florence's beautiful jewellery, visit her website: tidingofmagpies.com or Etsy shop, and of course, you can get social too @tidingofmagpies.