The Guinness Partnership is providing funding to help a talented jeweller grow his business.
His work has featured at London Fashion Week and will soon appear in a new film co-written and produced by actor and writer Daniel Kaluuya.
Elliot Andre Greenfield started making jewellery as a hobby during lockdown, teaching himself techniques he learned by watching YouTube videos.
The 29-year-old of Leaside Lock, Bow, began putting pictures of his work on Instagram and before long he had attracted a following – as well as customers.
He said: “It’s something I always wanted to do. I like wearing jewellery but never anything I liked.
“I thought: ‘let me make something I want to wear, something I could see myself wearing but affordable.’ So that’s what I did.”
Elliot has been building his business on Instagram, which is where the people behind a new film saw it and got in touch asking to use his work.
“They emailed and said, ‘we like your stuff, can we use your designs?’ I said ‘of course, I’ll make it for you straight away!’.”
The film, a dystopian thriller called The Kitchen, will be released next year.
It is produced by Daniel Kaluuya who is best known for Get Out (2017), Black Panther (2018) and for portraying Fred Hampton in Judas & The Black Messiah (2021).
At London Fashion Week, Elliot’s work was part of the event’s Discovery Lab highlighting and celebrating emerging talent.
The Aspire Award from The Guinness Partnership meant Elliot could buy a vulcaniser enabling him to make reusable casts out of rubber to make his metal jewellery.
Before this he had to use wax which meant making new casts every time – a time-consuming process.
He has also used the funding to buy an embroidery machine to expand his business to make embroidered T-shirts and bags.
Elliot said: “The funding from the Guinness Partnership has really helped.
“It’s really great The Guinness Partnership had that trust in me; to help a small business grow.
“More organisations should do something like this – Guinness is setting the standard. I couldn’t have done this without them.”
Alistair Smyth, the Guinness Partnership’s director of External Affairs and Social Investment, said: “We’re always delighted when an Aspire Award is able to help support such obvious talent and flair – we’re really excited to see how Elliot’s career develops.”
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