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London College of Fashion

Three pictures of Sweet Lime Juice jewellery

Life of Alumni: Simpson Ma and Jovy Hon launched their Jewellery brand SWEETLIMEJUICE

Written by Fanny Allart
Published date 29 August 2019

LCF BA (Hons) Fashion Jewellery Simpson Ma and BA (Hons) Fashion Marketing graduates Jovy Hon have launched their brand SWEETLIMEJUICE. Both originally from Hong Kong have now set up their business in east London and the brand will soon release their new collection ‘Split’. Their products can be found in GR8 in Tokyo and an exclusive capsule collection can be found at Machine-A, London. The alumni aim to grow SWEETLIMEJUICE and have their brand available in a stockists inmost capital cities in 2021. We caught up with Simpson and Jovy and asked about their time at LCF.

Where have you been working after leaving LCF?

When I finished the course, I was worked with Husam El Odeh, and as a part-time sales assistant at an accessories brand. During this time, I was also trying to work on setting up SWEETLIMEJUICE, so I was very busy!

Can you tell us any exciting upcoming projects you have with your brand?

YES! SWEETLIMEJUICE is dropping the upcoming collection ‘Split’ in Tokyo based concept store GR8 and hopefully soon in Browns, London. We are also launching another exclusive capsule collection with Machine-A, London. Everything is happening this September! We are aiming to have at least 1 stockist in most capital cities by 2021 and planning to set up our own studio before 2020.

Why did you choose LCF?

Because I think LCF's approach is more focus on industry skills and more relevant to what’s happening out there. Especially the Fashion Jewellery course, I see that they are more capable of creating catwalk pieces, thanks to our experienced course leaders. I also enjoyed the talks from experienced people in the industry.

What did you enjoy the most about your time at LCF?

I met my mentor Husam El Odeh, for whom I worked for later on. I really enjoyed challenging myself and exchanging knowledge with other artists and technicians.

What is the best piece of advice you received at LCF?

People don’t buy what you do, but WHY you do.

Stop drawing new designs, finish one thing at a time.

What advice would you give to new students?

Make use of all the resources available at LCF. As students, we are so lucky to have access to all of those. It’s expensive out there once you leave university, so enjoy it while you can!

Alumni stories

Alumni can connect with LCF in the following ways:

  • Stay in touch (20399)
  • LCF Alumni Network on LinkedIn
  • Contact LCF Alumni here: alumni@fashion.arts.ac.uk