I have ADHD. I was diagnosed at twenty, which is later than I would have liked, because by then I'd already spent years thinking the problem was me rather than how I was wired. The work I make moves the way my head moves. Lots of doors at once, lots of references pulled together, not much patience for the linear version of anything. It's also why JCD is a world rather than a single product line. ADHD isn't a story I want to centre, but it's honest about why this is shaped the way it is.

I've grown up skating, and it's had a lot of impact on everything I do. Skating taught me the most useful things I know about making: failing for hours, constantly trying, having to overcome things and keep going anyway.

I started JCD because I think it's mad that we're stuck in a world of social media, influencers and micro-trends that turn over in a week, where everyone's running a false version of themselves. Actually being yourself, properly and unapologetically, has got harder and harder to come across. We hide the raw bits and the stories that are harder to tell, because online everything has to look perfect. That's where break the chain comes from. I wanted to put the chain breakers in front of people: the ones who've broken those cycles by being unapologetically themselves and never backing away from it.

It's also why I love storytelling in design. Everything I make comes back to a story. I design a lot more from words than from visual references; I'll write things out, pull associations, and work out how to connect a story to a physical piece. Designing by association like that is far more interesting to me than chasing a look.

JCD is built around one belief: break the chain. It began as jewellery. It now lives across jewellery, garments, accessories, posters, zines, commissions, and the Chain Breakers project, which is the heart of it. It's not trend driven. It's not built for followers. It's trying to be the realest thing.