For Alice Herald, choosing to build her jewellery brand in New Zealand was never the most obvious commercial decision. It was, however, the right one creatively. 

Originally from the UK, Alice has been based in Wānaka for more than 20 years, where she established her namesake luxury jewellery label with a clear priority: to create work of international calibre while protecting the time, space and mental clarity needed to design.

While New Zealand’s stunning landscapes are often assumed to be her primary source of inspiration, Alice describes something more subtle. It is the sense of space, both physical and mental, that shapes her work. Designing from Wānaka allows her to step away from the industry’s constant pace and return to her practice with focus. Once or twice a year, she removes herself entirely from daily business and dedicates uninterrupted time to design, a process she sees as essential to the quality of her work. “As a creative, you need the capacity to separate yourself from the business side to actually create,” says Alice. “Being here in Wānaka gives me that creative freedom.” 

After initially crafting offshore, Alice brought manufacturing back to New Zealand to work directly with a highly skilled local team, reflecting her desire to remain closely involved at every stage of production. “I wanted that control,” she says. “I wanted to collaborate closely with the craftspeople and push what’s possible.” 

That commitment extends to materials. Traceability and ethics are central to how Alice approaches sourcing, from diamonds through to gold. Over time, she has sought out suppliers who are willing to invest in transparency, care for their teams, and uphold high standards across the supply chain. “We educate clients about where materials come from,” she explains. “We want them to care about that as much as we do.” 

In 2025, Alice made the decision to use exclusively New Zealand alluvial gold for all her yellow gold pieces. This move comes with higher costs and longer lead times, but for Alice the trade-off is worth it. Having visited the mines herself, she values the simplicity of the process and the strict environmental standards required. “There are no chemicals involved, and the land has to be returned to a better state than before,” she says. “I’m really proud to say: this is New Zealand gold.” 

For clients, it’s important to know the origin and history of a piece. Alice regularly works with customers who are willing to travel, wait longer or invest more because of the story behind it. “People are parting with significant amounts of money,” she says. “Transparency, trust and affiliation matter.” 

Internationally, Alice Herald works with clients across the United States, United Kingdom, Singapore and Australia, with her primary focus on the US. Entering the American market was a strategic priority, given its role as the global hub of the fine jewellery industry. Her work is exhibited at the invitation-only COUTURE show in Las Vegas, which she describes as a form of industry verification. “If you’re accepted there, it tells people your work meets an international standard,” she says. 

Her work has also received international recognition. In 2025, Alice was awarded second place in the Best in Gold category at the COUTURE Design Awards in Las Vegas, and received a Silver Pin at the Best Design Awards in New Zealand for her Light My Fire Pinky Ring, crafted in New Zealand alluvial gold. 

As her international presence has grown, Alice has found herself helping reshape perceptions of New Zealand’s design capabilities in global markets. She notes that while New Zealand produces world-class design, this is not yet widely recognised internationally. “It’s about telling that story,” she says. “New Zealand design, New Zealand craftsmanship, New Zealand gold.” That narrative resonates strongly with international clients. 

While Alice believes her design and craftsmanship stand on their own, she sees New Zealand provenance as the element that completes the picture. Introduced to the FernMark Programme through New Zealand Story in late 2024, she views FernMark as an important mark of credibility, reinforcing the origin and authenticity behind her work, helping make that story instantly recognisable in global markets. 

For Alice, FernMark is not about overt promotion. It plays a supporting role, reinforcing trust and reassurance, particularly for a relatively new brand operating internationally. “It’s another layer of validation,” she says. “It just makes sense to have it there.” 

Looking ahead, Alice’s ambitions are focused on building relationships in the right markets and working with partners who value craft, provenance and long-term thinking. What will not change is her commitment to New Zealand. “Design origin, craftsmanship and knowing where things come from will always matter,” she says. “That’s who we are.”