Irish Design Spotlight: Tory Long

Tell us about you and your brand
My name is Tory Long and I am a jewellery designer based in Belfast, Northern Ireland. The brand was first launched in Dublin in 2013 but has recently been relaunched, evolving from costume jewellery to handcrafted demi-fine jewellery. My newest collection is inspired by simplicity with a twist, with handmade pieces in 18k gold vermeil and sterling silver adorned with semi-precious, ethically sourced gemstones such as lab diamonds, black sapphires, druzy stones and freshwater pearls. The pieces are designed to be worn every day with the versatility to be stacked and layered together for an elevated look.

The brand originally began as a side hustle alongside my career in buying and merchandising, however, 2023 was a life-changing year, from celebrating a 40th birthday to redundancy from my job in merchandising as yet another global retailer fell into administration. After the shock and panic passed, I realised that this was the perfect time for my side-line jewellery business to become my full-time focus and to finally live the dream.

What is your mission?
In a world of fast fashion, my aspiration is to create ethical, high-quality ‘trendless’ jewellery that can be worn with any outfit and will remain relevant from season to season. I specialise in go-to pieces that are versatile and wearable, designed to be worn from day to night and layered together for a statement look. I endeavour to keep production in Ireland and the UK with all pieces being handcrafted in my studio in Belfast. I want to offer accessible luxury, bridging the gap between high street and high end with pieces that can be a self-investment or a special gift for birthdays, milestones and weddings.

Did you always know you wanted to be a designer?
As a young girl, I was obsessed with making jewellery which continued over the years but mainly as a hobby. I studied Business at Trinity College Dublin and then pursued a career in buying and merchandising for almost 20 years. Working in the retail industry gave me the confidence and knowledge to set up a website and start a jewellery side hustle. Fast forward a few years to 2024, and the side hustle is now the main hustle!

What kind of items do you stock?
Jewellery including earrings, necklaces and bracelets. Our pieces are long-lasting, simple handcrafted items in 18ct gold vermeil and recycled sterling silver mixed with semi-precious ethically sourced gemstones. Production is kept local with all pieces being handmade in Ireland. I also love to create bespoke pieces which are popular with customers looking for something unique and personalised.

What new brands or items are on your radar?
I am loving Dragon Diffusion at the moment. I was given the Grace bag in black for my 40th, it’s the perfect summer bag and holds so much!

Was money/funding a concern when starting out?
Absolutely. Unfortunately, it always has to be on the radar! Starting a new business is very risky so when I started out, I had a full-time job which helped to cover the costs, however, my work-life balance took the hit with all my free time being spent working on jewellery. At the time, I was based in Dublin with high living costs. I wasn’t able to give up my full-time job so I made the decision to move back to Belfast, where I could afford to work part-time, develop the business and regain some work/life balance. The retail landscape can be tough so it’s important to have a steady income to pay the bills and help support the business during quiet periods. I still do some consultancy work as a safety net.

Being based in Northern Ireland means that there are amazing opportunities with Go Succeed, a government-funded scheme set up to support business start-ups with free online workshops from industry experts on topics ranging from writing business plans to creating marketing strategies and how to apply for funding. They have been extremely helpful in advising on financing and how to grow my business.

Best business advice you’ve gotten
Keep going. It can be really scary setting up your own business, but if it’s something you love, are passionate about and believe in, then you have to work hard and keep moving forward. And don’t be shy about asking for help!

Favourite fashion/design accounts you follow
@sheerluxe, @smythsisters, @thehousethatblackbuilt, @natalieborton, @sparkandpepper.

Best fashion purchase
My Celine Trio bag. It was the ultimate splurge and I had to save up several years of birthday money and gift cards to be able to afford it, but based on cost per wear, it was absolutely worth it and it is still in perfect condition.

Other Irish brands you love
Pestle & Mortar, Mourne Textiles, Zara McLaughlin Studios.

Most useful learning since setting up a business
I am a naturally shy person and one of the most important things I have learnt and continue to develop is that you have to put yourself out there and move out of your comfort zone. One of the best ways is to network with local enterprises and design councils, I joined DCCI (Design & Crafts Council Ireland) when I started out which has an amazing support system, with advice, feedback, events and access to mentors. It was also a great way to meet other designers who were in the same position.

Proudest moment so far
Being selected as one of the Irish designers to participate in Create 2016 in Brown Thomas and winning the Jewellery Design award at Showcase 2016. I had only just launched the brand, so both were pinch-me moments and amazing opportunities.

I want my brand to be remembered for… making wish list jewellery that you want to wear every day, whatever the occasion.

If I could have anyone wear my designs it would be… I always love seeing anyone wearing my jewellery but celebrity-wise, it would have to be Sienna Miller who has effortless style perfected or Olivia Palermo who does understated chic so well.

Tory Long’s beautiful jewellery collection has previously been stocked in Arnotts and was featured in Create Brown Thomas in 2016. It’s currently available to buy online at tory-long.com and at wolfandbadger.com.

Photography by Anne Gilpin.