ATAT has made its mark as a unique, edgy and fierce street styled jewellery brand. It’s no wonder the label has been a burgeoning success since it first caught Alex Perry’s eye during it’s inception. The self taught designer and former model behind the label, Atlanta Reade, brings a new direction to the jewellery industry. ATAT’s design aesthetic contrasts between hard and soft fusing elements that are pretty and tough ,which are illustrated through each handmade ATAT piece. Signature ATAT pieces include single, 2 and 3 finger rings, statement necklaces, bangles, arm bands, arm cuffs and ear cuffs.

Get fierce with edgy urban street styled jewellery that is ATAT.

Tangent: How did you come up with the name ATAT for your label? Does it have any particular significance or meaning?
A: Some friends started calling me ATAT when I was 16, it stuck like glue and pretty soon everyone was calling me ATAT. Everyone still calls me ATAT more often than they call me Atlanta. J In a way I am ATAT.

Tangent: You were a model before you began designing and creating pieces for ATAT, did you feel strange shifting roles over from model to designer? Or was this a naturally progression?
A: The shift was a very natural progression. At first I started styling shoots while still modeling and getting more involved on the other side of the camera in that way, and then I started making things for the shoots I was styling, which led me to designing and teaching myself how to make Jewellery. I was Really keen and interested to learn how to make whatever I wanted to wear because nothing in the shops was interesting me accessory wise. The business side ( which you must be good at if you want to be a designer) did not come naturally, I studied certificate 1 in business, and now have a business partner for that side of ATAT,  we work well together because I am Very passionate about the design, quality and making of the Jewellery, and he is Passionate about numbers and business.

Tangent: What was your inspiration for your latest collection?
A: Wild Cat’s. After I named my second daughter Puma I became OBSESSED with Wild Cat’s. I had not designed or made anything for a while as I had been busy having baby’s and so I designed a HUGE 32 piece range, all with wild cat’s. Obviously something I had to get out of my system.. ha h a..

Tangent: Describe what ATAT represents.
A: ATAT represents Glamour and Street style in Costume Jewelry. Most of my pieces are designed with those contrasts in mind, and are aimed to be worn by the confident, stylish woman, Or Man. Half of my customer base are Men, and half are women.

Tangent: What trends do you see emerging within the jewellery industry?
A: I probably should not answer this question honestly, but it is the only answer I have. I NEVER look at what other designers are doing, and I do not follow trends, and I never know who other designers are. When ever anyone asks me, “don’t you know this designer or that designer”? I am always saying “NO, I don’t. Some of my friends can’t believe how little I know about FAMOUS designers considering my very long history in the Fashion industry. I just don’t like to be inspired by what other people are doing, whenever I design something that completely comes from my own head it usually turns out to be one of my best sellers, and it will get great press, and everyone tells me they love it!! I have tried following trends before, getting inspiration from magazines and it just ends up being a flop of a design, or last years trend. It is not how my design process works.. Every one’s design process is different. I am a self taught artist so all ATAT designs are very original.. I may get inspiration for a new jewelry design from a small ornament on someone’s coffee table and I will ask to borrow it so I can make a mold and turn it into a ring, or a necklace pendant. Or sometimes on my morning walks I will see Those stone Lions that people have at their gates and suddenly a new design will come into my head, and for the rest of my morning walk I will not be able to stop thinking about this design until I walk home and start making it. So I guess I am a little bit different like that.

Tangent: When you first started ATAT did you find it hard to get exposure? Or was the path paved thanks to your modeling days?
A: My 1st ATAT creations were worn in Fashion parades, Shoot’s and borrowed from stylists for shoot’s with people like PINK and Cover’s of magazines like FHM before I had even registered the business name ATAT. It was this exposure, and an order for 1 of everything that I had from Alex Perry that prompted me to register the business name and take designing and making Jewellery a little more seriously. J

Tangent: What is your favourite ATAT piece (past or current collection/s)?
A: ooohhhhhh… I have 3 in particular. The 1st one is the 1st belt I ever made, it was a 4 inch thick swarofski crystal belt, gold plated with Studs all over it. Matching crystal arm band with studs, and crystal choker with spike studs. The second favourite would be in my NEW range, and it is a set of a thick arm cuff with Lioness head with crystal eye’s and crystal whiskers, matching Necklace with same lioness face, and matching 3 finger ring with same lioness face. My 3rd favourite is also in my new range, and it is a set of a necklace with a shield in the middle with a lion on the shield, the necklace just sit’s beautifully on anyone’s neck, it has a matching 2 finger ring with a lion on it, and also 2 matching bracelets. I like to design everything in set’s, so a customer could just wear all black and get a matching ATAT set and not have to think about anything else other than their shoe’s. J And LOOK HOT!!

Tangent: Describe how you feel when you see someone in the street wearing an ATAT piece.
A: Very Very satisfied and content. A little bit proud.

Tangent: Do you have any favourite bloggers, celebrities or fashion icons who you would love to see wear your pieces? If so who?
A: Dita Von Teese, would look really good in my new range.

For your chance to win a ATAT knuckle buster please answer the following question.
What is your favourite piece from ATAT and what would you team it with?

Words by Emily Fang of Little Black Book