Bali can do strange things to people. It can put you in a different frame of mind, provide an alternative way of seeing the world and bring forth new opportunities.  Rag trade veteran Anna Cerritelli felt the shift on her visit in 2006, and a new jewellery business was born. Cerri is her latest venture, adding to a creative career spanning over 30 years. Cerri will bring some sparkle to Life Instyle in Sydney 17-20 February.

Cerri features two jewellery collections:  ARGENTO (Italian for  silver) is jewellery that is high quality, beautifully handcrafted original in design featuring a variety of  interesting gemstones, coral, pearls, lavastone, wood, bone, horn & leather.  MAJA is fun, ontrend jewellery, made mostly in metal or bronze with silver and gold plating.

Read Anna’s gorgeous story here:

How did you end up where you are today?
I studied fashion design at Emily McPherson College in the mid 70’s and have a diploma in fashion design and began my first job as a junior designer with Jag Jeans.  I next had a boutique for 5 years stocking local and overseas upmarket designer brands and occasionally would create my own designs .. mostly after five.  I sold the business when my first daughter, Talia, who is my model on the website, was born in 1982 .

I then began freelance designing in the industry in ladies and kids wear.  I began a kids wear business with my best friend Maree who was also a designer in mid 80’s. Our brand was called KOO WEE. But after baby number 3 came along in ‘88, I gave in to the motherly duties for a while.

In 1992 went back to study at RMIT  and acquired another Diploma in Marketing and Merchandising. which eventually led me back into the industry as a product developer.  I started working for suppliers to major department stores, designing anything from kids wear to eventually sleepwear, intimate apparel and resort wear for Sussan.

In 2006 after a trip to Bali with my girlfriend I fell in love with the idea of importing jewellery. So I started to source suppliers who could make up my designs, and so it was in 2007 that I heard about Life Instyle and remember making a phone call to book a stand.  I was in luck, someone had broken a leg and there was one stand left so I took it.  They asked “ can you get it together in 2 weeks” and I replied “I will make it happen” and so it did.

What’s the best thing about what you do?
I love having my own business and being able to create a product, show it to retailers from all over the place and definitely get a buzz from seeing the product sell and seeing it in stores.   It is a process that keeps me going and inspired to keep creating and coming up with more designs.  It is also wonderful to see my product in the last six months in so many fab magazines. We have had amazing publicity and this gives me the confidence to keep going.

Why do you exhibit at Life Instyle?
Life Instyle has an ambiance that is not offered by other exhibitions … it oozes quality, creativity and good design in every way.  Everyone at Life Instyle is creative and has a good sense of design whether they be the actual designer exhibiting their own creative product or they be an agent or importer of other designer brands.  I have met lovely people and made some great friends through Life Instyle – this makes it an enjoyable experience – hard work but worthwhile.

What has been your Life Instyle highlight?
I guess the highlight for me was when the CEO and Accessories manager for Witchery walked past my stand in Sydney in 2009.  He was walking by with a mutual friend and we began to chat and this led to me meeting up with the Jewellery Buyer and this was how I started to produce jewellery for Witchery.  This of course was not my Cerri product, but it gave my business a big boost in the early years.  I was also really delighted to meet the buyer from Husk at the time, Suzi Stanford walking casually into my stand and I didn’t know who she was … she was eating a sandwich … quietly looking at my jewellery and then handed me a card and asked me to call her after the trade fair.  The other highlight was when the gorgeous Australian designer Fleur Wood placed an order …  she is one of my favourite and best customers to date.  Again I didn’t know who she was … she was very quiet and just looking at the jewellery and when I approached her she introduced herself and I was honored to know that a well established Australian designer was interested to have my jeweller in her stores.

What can we expect from you at the next show?
I am planning to show some really fun silver pieces, more colour and some fantastic new horn designs.  I am here in Bali now finalizing the details: gorgeous agate earrings coming up – they are really fun and stunning colours of green, blue and mocca shades.  I also have a possible surprise – have been thinking about introducing bags and am seeing suppliers right now. With a bit of luck we may have some bags to launch in Sydney.

Right now I’m… I am in Bali staying at an Italian friend’s villa in Seminyak. Last night I met a friend of his from Rome who also lives in Bali 6 months of the year and 6 months in New York and Rome.  I love being here. It is always fascinating and I love meeting new people from all parts of the world, all centered in this little island – all creative and so interesting to hear about their lives and work.  We sat around last night talking about life, relationships, divorce, marriage.  Dinner was delivered and they had a super thin margherita pizza with fresh basil. Yum. We finished the bottle of Pierro wine which I bought on the way out of Australia and I had a grilled snapper which only cost me 80,000 IDR … ten Aussie dollars. Amazing.

Reading… I am currently reading my friend’s book .. called Forty Something by Pasquale Palmieri.

Hearing… Tranquility and Peace of Bali … nothing but the occasional ghekko and the pool water flowing.

Planning… I am here in Bali to expand my business further and meeting different suppliers of leather bags and possibly introduce some fashion.

Buying… Looking at accessories here … other designers jewellery and accessories and fashion … and thinking of buying a villa here so can spend more time here relaxing, unwinding and being inspired  to create new product.

Enjoying… Meeting new people, discovering new places .. the most recent place here that has opened is called Cocoon… amazing  place that looks like a  Collosseum with the external walls made up of a  jigsaw of colourful Javanese shutters. Bali never ceases to amaze me… always something or someone new…

For more visit: www.cerri.com.au and download the Winter 2011 lookbook here: CERRI WINTER LOOKBOOK 2011