Paloma Martín González

Hammersmith Studio is the project of Paloma Martín, a jeweller based in Madrid.

I studied Fine Arts in Madrid and lived around the world for a few years before settling in London. While developing a career in fashion photography, took a jewellery course in Central Saint Martins wanting to return to a more hands-on approach to art.

I started experimenting with incorporating bobbin lace into my pieces as a way to preserve and modernise a generations-long tradition in my family. With time, taking inspiration in traditional handcrafted techniques, from brush calligraphy to bobbin lace, became the signature of Hammersmith Studio.

Started in 2020 when I finally returned to Madrid, Hammersmith Studio is still a project at the beginning of its journey.

My business objectives are:

My objective is to be able to establish a brand and grow my business in a sustainable way. I want to be able to create a profitable company that is still
heavily based on a handcrafted product and local suppliers. I want to be able to reach an audience that values small collections and unique products instead of over-consumption and leftover stock.

My learnings from the Crafting Business Programme:

My biggest take from the programme is that no matter how artisan and small our business is, it still needs a clear structure and growth plan. I feel like
artisans and artists sometimes assume that if we have a good product, the business side will just follow. I have discovered through this programme that investing time in the business side is just as important as the creative side when trying to develop a long-lasting business model.

My 5 top tips that I have learnt on this journey:

1. Know the value of your product and learn to communicate it – it is important to be able to transmit what makes your craft unique.
2. Don’t be scared of pricing, the right target will know the value of your work.
3. Networking is important both in a business and in a creative way.
4. Marketing and commercialisation are as trial and error based as developing a product – they need constant work as they also evolve and change with the business.
5. Get to know your target!