"Interview with Donna Laine, Founder of Donna Laine Fine Jewellery“

"Traditional Goal Setting failed me"

Award-winning Entrepreneur Donna Laine

Donna Laine is a Winchester-based jewellery designer and mindset author. She seamlessly blends antique restoration, bespoke modern design, and her transformative practice, The Remembering Technique, crafting pieces and experiences that are deeply personal and enduring. Here, Donna shares the journey from her childhood in the Jewellery Quarter to building a brand that honours the past while reimagining the future.

Q1. You grew up in Birmingham near the Jewellery Quarter, then founded Donna Laine Fine Jewellery later. What from your early experiences shaped your creative vision today?

From as young as I can remember, jewellery was always part of my world. There’s one moment that stands out: I was with my mother, at a bus stop in snow, and I found a sapphire lying there. It glinted in the cold light, like it was winking at me. That moment made my heart sing—and it’s stayed with me.

Seeing my mother trade, design, sell pieces taught me something important: you don’t need to wait for beauty to exist around you—you can create it yourself, with your hands, your eye, your intention. Jewellery, for me, isn’t just ornament. It’s legacy, connection, love made tangible. I wear a Cartier heart necklace every day as a promise to my daughter. That symbol, that physical reminder of love, is part of what drives every piece I craft.

Q2. You work with pre-loved, antique pieces as well as creating new designs. How did that shape both your storytelling and your design language?

Antiques taught me the power of history. Georgian, Victorian, Edwardian—these styles hold craftsmanship, romance, detail in spades. They weren’t hurried. Stones were set with patience; designs honored natural imperfections. Restoring antique pieces feels like breathing life back into someone’s personal story.

And then there’s the alchemy of transformation. Taking something old, something loved, and renewing it—keeping its soul, but rekindling its presence. Every bit of reimagined jewellery carries dual weight: its past story, and its new possibilities. That duality is central to how I design: every piece should speak of origin and intention.

Q3. Many see starting a business later in life as risky. What was the choice or moment that made you realise that it’s never too late to begin anew?

My daughter was born when I was 45—and doctors had told me it might not happen. When she arrived, she was very ill early on. Those years were the hardest, and yet also the most grounding. They forced me to see that timelines are expectations, not rules.

It came to a point where I realised: if life could rewrite that chapter, then perhaps all chapters were still writable. Having her changed everything—for me, mothering wasn’t just a role; it was a teaching: of courage, of vulnerability, of persistence. After that, launching Donna Laine Fine Jewellery felt not just possible—but necessary.

Q4. Running a boutique that offers new handmade jewellery alongside restored antique pieces must involve various challenges and benefits. What have you found?

The challenges start with perception. Many don’t see what goes into making something new or restoring something old—the patience, the precision, the cost of materials and skills. Sometimes people think antique means cheap, or that restored means second-rate. It’s not. Each item is made or remade with intention.

On the flip side, the benefits are profound. We’re contributing something sustainable: reducing waste, preserving heritage, making pieces that last generations. We have the joy of telling stories—antique pieces, restored with respect; new pieces, made with purpose. And when a customer sees that transformation—the emotion in their eyes, the gratitude—it reminds me that what feels difficult is also deeply meaningful.

Q5. Over the years, how have customer perceptions around vintage and pre-loved jewellery shifted?

When I started, “new” was king. People wanted the pristine, the latest. But I’ve seen a remarkable shift. Now there’s pride in owning something with history. People want meaning, authenticity—jewellery that has seen time, that carries a narrative. Vintage and pre-loved are no longer niche; they’re sought after.

Also, sustainability has become part of the conversation. Clients appreciate that by choosing pre-loved or restored, they are making environmentally and socially conscious decisions. It feels beautiful to see values and aesthetics aligning in this way.

Q6. As you’ve grown your business and won awards, what surprises or lessons have come from scaling a boutique creative business?

One of the biggest surprises is just how much of me has gone into every step. Clients buy from people, not just brands. They want to know who is behind the jewellery—the values, the story, the person. That means being visible, being vulnerable, even when it’s uncomfortable.

Another lesson is that growth doesn’t always mean bigger. Depth matters—deeper relationships, deeper creativity, deeper impact. Sometimes scaling means refining, not expanding. It means building systems, yes—but also protecting the heart of why you do what you do.

Q7. Your book The Remembering Technique introduces a mindset shift. Can you describe how that idea came about?

There were seasons when traditional goal setting failed me. I’d visualise, plan, execute—but the results kept eluding me. Frustrated, I changed the lens: instead of chasing, I decided to remember outcomes as if they’d already happened. From that shift, something changed inside.

I began experimenting—first small: holidays, moments, small wins. Then bigger ones. Practices, not just ideas. And as I lived from that place of “already done,” doors opened. Confidence changed; energy changed. It was powerful enough that I wanted to share it, so I wrote the book, so others could try.

Q8. How do you integrate The Remembering Technique into your daily life and creative work?

Each morning I let myself feel: today is already a good day. Not hoping or striving; remembering it. Then when challenges come—I don’t resist. I lean into the feeling of resolution, of flow, of completion.

In design, that translates to stronger intuition. When making jewellery, choosing materials, plating, style—all these decisions become easier when you’re operating from the sense that possibilities are already present. In business, making difficult calls becomes less about fear and more about alignment.

Q9. Have you used this future-memory mindset to influence a specific decision or creative project?

Yes. One example was entering awards. At one point, I imagined being recognised in my field—feeling it already as memory. From that place, I took actions: submitted applications, named platforms, prepared presentation materials. The recognition followed.

In 2024 I was shortlisted and won several local business awards; it felt less like luck and more like I’d been quietly aligning for them. That “memory before the fact” gave me courage, clarity—even when the road ahead felt uncertain.

Q10. What pushback or feedback have people given about the idea that future visualization (‘remembering’) can shift emotional or neural patterns?

Skepticism is natural. Some think it’s just positive thinking, or wishful thinking. I hear: “Sounds airy,” “Is that even science?” But when I explain that neuroscience tells us our brains can’t always distinguish between vivid memory and real experience—that when you engage emotions, senses, belief—you’re reprogramming pathways… then people pause.

Many who try it tell me: they feel less anxious; decisions come more easily; confidence rises. Over time, what seemed intangible becomes usable, real. And I think that’s where beauty lies: principles once considered esoteric becoming everyday tools.

Q11. What does leadership look like in a boutique creative and retail environment compared to larger organisations?

Leadership in this space means agility, visibility, accountability. In my shop, I might be designing, restoring, talking to clients, ordering materials, mentoring staff—all in one day. There’s no hiding.

In larger organisations, roles are more siloed. You may lead one area, but not see the whole tapestry. Here, I feel the ripple effects of every choice. That’s heavy, but liberating. It demands consistency, care, and a commitment to values.

Q12. What advice would you give to people who feel they’ve left things too late—or that the time has passed—for them to start something new?

It’s never too late. Every chapter you’ve lived, every challenge, every heartbreak—that builds depth. Don’t wait for perfect timing. Start with what you have now.

You may not be 20—but you have wisdom, clarity, understanding of who you are. That makes your starting point richer. Don’t compare your beginning to someone else’s middle.

Q13. In your view what are the most essential skills for creative leaders today, especially combining artistry and entrepreneurship?

Three essentials:

• Mindset discipline – staying grounded, consistent, and aligned, especially when things feel messy.

• Relational intelligence – crafting connection with clients, team, collaborators. Stories matter; people matter.

• Creative courage – willing to take risks, to experiment, to fail, to iterate. Because innovation lives in the spaces between comfort and uncertainty.

  
  

Q14. Looking ahead, what are the projects or directions you’re most excited about—both in jewellery, writing, or coaching?

I’m excited about expanding The Remembering Technique—new courses, mentorship, bringing it to more people who feel stuck or unseen.

In jewellery, more bespoke restoration work, more pieces that blend antique soul with modern statements. I want to open up more storytelling—show the hands, the heart, the history behind every piece.

Writing more, speaking more, mentoring more—so that others know they can build legacy, craft, and meaning in their work.

Q15. If you could talk to your younger self, what would you say about failure, reinvention, and staying true to your creative heart?

Dear younger me: failure is not the enemy—it’s the teacher. Don’t fear failing; fear not trying.

Reinvention is your freedom. Each time you’ve changed course, you didn’t lose anything—except illusions. And each new version of you holds more clarity, more compassion.

Finally: always let your creative heart lead—even when business demands pull. Beauty, integrity, love—let those be non-negotiables. They are what we endure.

Follow Donna on Linkedin