Inspired by the names of her loved ones, Ellen Lambrix launched the brand new Atelier Alixe. The emphasis here is on the X. It can stand for something secret, mysterious, but also for a kiss. The creative concept also contains a mystery, namely her own Morse code with a twist: the X code! With heart and soul, Ellen creates jewellery with a secret message that translates your best memories into something tangible. Pleased to meet you, Ellen!
Ellen, Can you briefly introduce yourself to our readers?
Mother, partner, business owner and creative person pur sang. For as long as I can remember, my mum has always been involved in a creative project. So the apple does not fall far from the tree! I used to want to be an architect and I chose to go to art school and study architecture. I did not become an architect. But I did graduate as an architectural draughtsman. I never regretted it, because it was and still is a bottleneck profession. Work guaranteed! I worked for 9 years as a draughtsman for a prefab company, but in 2009 I started my own drawing L-Tek (the banking crisis was still very tangible), which I transformed into a BV(BA) in 2010. In 2012, I became a mother of a fantastic son Leander. It was very tough but I have remained a full-time entrepreneur. Architectural drawing is a very technical profession in which I could not express my creative side. So I decided to follow a 4-year course in jewellery design and goldsmithing at Syntra and jewellery making became my passion. I also started a 2-year gem-setting course at the same evening school, but I only finished the first year, albeit successfully. Because the combination of being a mother, business owner, partner and the other training became too heavy. At the beginning of this year (in a coronary crisis) I unleashed Atelier Alixe on the world.
Could you briefly explain the history of your case?
I have been an entrepreneur since 2010. I learned the ropes in my drawing office. With trial and error. It was the perfect learning experience. I still draw, but now combine this with Atelier Alixe. Take the leap, but start small and make sure you have a good basis. That was my intention 12 years ago and that is my intention now. Last year Atelier Alixe finally took shape: I figured out the logo, the name and the concept and together with the website builder I started working on the website. This was launched on 1 January 2021. This date is not chosen randomly, because the number 21 is my lucky number!
Why did you want to set up this business?
I sign for manufacturers of concrete building elements. Very niche, but I have specialised in it completely. In time, it becomes routine. I wanted a creative outlet, but the entrepreneur in you is never far away. Having a hobby is nice, but with a passion you have to do more. I knew that the concept I had in my hands was the right one. I put this passion into making a piece of jewellery. Designing, working with fire and precious metals, shaping the jewel with a hammer, sawing, setting gemstones or even stringing beads, I do it with all my heart! The challenge lies above all in bringing the jewel to people, making it saleable. Everything that comes along with that, I enjoy. That combination makes me happy. The blood runs where it cannot go, it was inevitable!
How do you try to make a difference with your products?
I know there are many jewellery brands, many of which also work with names, memories and messages. Even morse code jewellery already exists, but I started playing with that morse code and gave it a own twist. That’s how the X-code was born. Does the customer want initials, a name, a word, a sentence, a quote or even a question incorporated into the jewellery? It is all possible. Both in a simple beaded bracelet and in a forged jewel in silver or gold. Hyper personalised with a fun factor! The message is always hidden, a secret. Only the customer knows what it means, but to find out, he first has to decipher the X-code. If the customer gives the gift to someone else, that person will open the gift and look with amazement at the jewel he/she/it has received. But then there is the secret message for which an effort has to be made. Fun! And then the 2 times wonder.
This is where I hope to make a difference.
From whom or what did you learn the most?
From our goldsmith teacher Gudrun Rehm. She did her training in Germany and received the stamp of Master Goldsmith there. That is something you only get when you have many hours of goldsmithing on the counter. The inside info I got from her, no technical training can compete with that. On the other hand, it’s mainly my partner Dave. He makes sure that all the administrative work in my business is done. And puts on the brakes every now and then if I want to go too fast. I’m the creative chaotic person, he’s the reasonable realist. My business would not be where it is today without him. But it would also have taken me much longer to launch Atelier Alixe. He gave me the figurative kick in the teeth: “It’s now or never”. To this day, he still makes sure that my perfectionism does not take over. And you can take that very literally. Sometimes, he literally sits next to me at my workbench to encourage me. Or to hold a pair of pliers when I’m short of hands.
What would you not do again?
Invest in an expensive Instagram course. There was nothing wrong with the course itself, on the contrary, I learned a lot from it, but actually I already knew very well how to go about it and apparently I just needed confirmation. At the moment, I still manage my account according to that same gut feeling. I don’t seem to be able to let go of that stubbornness so easily. Although I prefer to call it determination.
What would you have done faster?
There is nothing that I would have done more quickly. Although I’m not a floaty person at all, I firmly believe that everything happens for a reason. I am starting small and am not letting go of my drawing office yet. Even though I often hear that you really have to jump in and go all the way if you want to reap success. But I continue to believe in a strong foundation and when the time is right, that will be made clear to me. Then I will gladly jump from the highest springboard (that stands on a solid foundation.)
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