It’s hard to believe a brand beloved by high-wattage figures like Jay-Z, Colin O'Donoghue, and Kid Rock could be—by any stretch of the term—flying under the radar, but that’s exactly what the Vancouver-founded and based Bloodline Design seems to be doing at home.
A line of unisex heirloom jewellery that was once carried at luxury retailers such as Leone, Barneys New York, and Saks Fifth Avenue, Bloodline Design produces sterling-silver chains, pendants, earrings, and other bling with the same edgy, rock ’n’ roll quality seen in labels like The Great Frog and Chrome Hearts. Designed and handcrafted in Vancouver, the pieces feature iconographic imagery like skulls, nautical stars, and roses that founder Malcolm Norman draws from European architecture.
Admittedly, the shining necklaces, studs, and bracelets seem to have struck a chord with Hollywood’s A-list, earning Norman gigs accessorizing the casts of locally shot shows like Arrow and Once Upon a Time, but, despite its almost 25-year run, the label remains relatively undiscovered among Vancouverites. “We’re known better worldwide than we are here,” Norman tells the Straight.
After pulling its product from retail shelves in 2011 to focus on online sales, however, Bloodline is ready to re-introduce itself to its hometown with a holiday pop-up shop at 2083 West 4th Avenue. There, visitors will be able to browse and try on the high-end jeweller’s full range, which includes semi-precious-stone earrings, all-natural pearl pendants, and statement rings etched with words like Dream and Amor.
Alongside Bloodline’s selection of bold, gritty jewellery, which includes a popular “Choose Your Story” chain on which customers can show off a unique cluster of charms, are more feminine pieces like delicate hoops, chokers, and layering bracelets—some adorned with white jade, hematite, or natural American turquoise.
Save for a few gold accessories, all Bloodline pieces are crafted from sterling silver that boasts a higher silver content (98.5 percent) than the standard 92.5—with zero plating—making them brighter and more lustrous for longer. “Bloodline jewellery uses this Old-World kind of silver,” Norman explains during an interview at the pop-up. “It’s like your grandma’s silver; you’ve gotta maintain it a little bit.”
Prices range from $90 for earrings to $400 for rings for up to $2,500 for larger accessories. A designer who worked on everything from sunglasses to snowboards before falling in love with metalsmithing, Norman is confident that the jewellery, though an investment, will be treasured by wearers for years to come. “When you buy Bloodline, it’s meant to be timeless,” he says. “It’s meant to last a lifetime; usually, it’s handed on.”
Check out the images below for a peek at what you can expect at the Bloodline Design pop-up.
The Bloodline Design pop-up is at 2083 West 4th Avenue until December 26 (with a closure on Christmas Day). For details, click here.