Ouie was founded in 2019 by Louie Cresswell as a practice of transposition. It began with a simple question: when a functional object is executed in gold, does its meaning change? Rather than designing ornament, Ouie adopts forms whose geometry originates in everyday mechanisms and re-executes them in precious metal. The meaning shifts not through embellishment but through context: utility becomes permanence.

The first Ouie piece emerged when a cord toggle, a functional lock mechanism taken from clothing hardware, was reconstituted in 18k gold. The form remained unchanged. Only the material and the context were altered. That experiment set the method that continues to guide the brand. Each subsequent piece starts with an existing, often overlooked mechanism and treats it as a fixed geometry rather than a loose reference.

Rings preserve the continuous loops of key hardware and split rings. Cages hold stones within protective metal structures that echo industrial housings. Links, clasps and closures follow the proportions of their original components, keeping the logic of their former use even as they are translated into fine jewellery. Collections build from these archetypes, not by smoothing them into decorative motifs, but by testing how far functional geometry can be pushed while remaining legible.

Production follows the same principle of clarity. Forms are developed through CAD rather than sketch, treated as engineered objects before they become jewellery. Proportions, tolerances and articulations are resolved digitally, then realised through casting and hand finishing in precious metals such as 18k gold and high-performance silver alloys. Settings, hinges and closures favour solutions that preserve the integrity of the form. Where possible, moving parts remain true to their original function so that a toggle still locks, a loop still carries load and a cage still protects.

Cresswell’s background sits at the intersection of design, subculture and independent practice, and Ouie reflects that position. The brand is not rooted in inherited heritage or traditional atelier culture. Its lineage is closer to the readymade and to industrial design: objects taken from circulation, reconsidered, and given a different role through material and context. The result is jewellery that is neither purely ornamental nor purely conceptual. It is grounded in the factual presence of hardware, presented with the permanence and care expected of fine jewellery.

Ouie approaches jewellery as a readymade discipline where the found form becomes the fine artefact. Rather than drawing from inspiration stories or symbolic narratives, the brand focuses on the elevation of functional geometry into lasting, precious objects. In doing so, it positions everyday mechanisms as worthy of long-term possession and collection, and treats the smallest components of utility as a credible source of luxury.

Stockists

Dover Street Market - London, UK
Browns - London, UK
Mr Porter - Online, UK

Dover Street Market - New York, US
Dover Street Market - Los Angeles, US
SSENSE - Online, CA

Dover Street Market - Singapore, SG
Dover Street Market - Ginza, JP
Tomorrowland - Tokyo, JP
WordlyWise - Tokyo, JP

Contact Information

For press, wholesale, and general enquiries, contact us directly via the addresses below. Ouie welcomes opportunities to support artists through press loans and can accommodate custom commissions upon request. Whether for editorial shoots, special projects, or bespoke pieces, Ouie is open to collaborations that align with the vision.

General: ouie@ouie.co.uk
Press: raymond@ouie.co.uk
Wholesale: harry@ouie.co.uk