Old Tat Magazine

Where fashion and art come together to celebrate a love for old tat.

Interviewing A Sweetheart


The words ‘Cute’ and ‘Kawaii’ ultimately have the same meanings – however for Roxie Sweetheart the word ‘Cute’ relates to the British origin of the brand and inspiration from vintage children’s illustration and toys. The word ‘Kawaii’ relates to the Japanese influence on the designs – fashion, culture and music. Roxie Sweetheart takes inspiration from diverse sources, from Tokyo’s vibrant fashion scene to vintage illustrations; a stunning selection of unique pieces that combine the sweet with the street, and incorporate gorgeous, colourful and edgy hand-drawn designs.


How did you start making jewellery and accessories?

I came up with my original concept after finishing my Fashion & Textiles BA studies at Portsmouth University. I continued to develop the ideas in my free time whilst I spent a few years doing work experience for a variety of other fashion companies and in 2012 I decided to launch the brand full-time. I’ve always had a passion for art, design and fashion; creative expression is my passion!

Who is the ideal Roxie girl?

The ideal Roxie Girl is someone who is unafraid to explore their own style and express themselves in a bold, unique and colourful way.


What makes your products unique and why?

I take inspiration from Japanese and British styles, from Tokyo’s fantastic, bold and sometimes eccentric street style to vintage British children’s toys like Hasbro and Barbie. I like to combine many influences and ideas to create my illustrations and I believe the illustrations themselves make my work and products unique.  I also spend a long time sourcing unique findings like cabochons, chain and rhinestones to make each piece individual.

What do you think makes your look and personal style stand out? And how do you apply that subculture into your products?

When I first started Roxie Sweetheart I created a logo – an icon of the pink-haired girl to represent my brand. Over time I feel like I have become that brand image myself and my personal style reflects this too. I love to experiment with my own style and I think representing myself as part of the brand is very important as it creates another unique element.

What is the hardest thing about what you do?

I think all creative people have at least some self-doubt and there is a lot of pressure to make a success out of doing what I really love. My main goal really is to inspire others and if I can do that then I think that is a success in itself. Wealth with success is something which is much harder to achieve and it takes a lot of hard work and dedication. I’m not quite there yet, but I won’t give up my dream because I can’t imagine doing anything else.

What is the best thing about what you do?

Sometimes the smallest things are most rewarding like having someone visit the stand wearing some of my products or just an excited reaction from a fan or a customer. I once had someone ask for my autograph which really made my day! Support from customers, fans and friends is so important to me and to know people appreciate and admire the work I am doing. There are many other amazing things I get to do like being able to dress up for my job! I love putting an outfit together, doing the makeup, accessorising – it’s really fun. Also being able to really express myself through my work too and the excitement of having a new design and making it come to life on something wearable.

What piece of invaluable advice have you learnt through doing your starting your own brand? 

I have one main piece of advice for anyone wanting to start their own brand: make sure its 100% what you want to do and you can’t imagine your life doing anything else. You need to have that level of dedication and creativity.

What made you chose to collaborate with Old Tat magazine?

Old Tat Magazine for me represents something which there isn’t much of at the moment within the fashion or creative industry. It’s fun, colourful. creative, whimsical and unique – everything I adore! I look forward to working a lot with the magazine in the future.

Where is Roxie Sweetheart headed?

Currently I have been working on a brand new collection called ‘Dream Dollhouse’. Its inspirations are mainly ’80s girly toys like Barbie and Polly Pocket. The collection is very fun and girly with pastel colours and whimsical illustrations. The new designs are going to be on a variety of jewellery pieces such as necklaces, sweater pins, brooches and earrings, as well as on new clothing; dresses and leggings.

What is the dream?

The dream is to be successful and happy with a long-running brand which will grow and develop many new ideas, as well as inspiring others along the way.


Words by Mica Willgrass


Author: oldtatmag

Old Tat magazine is a British niche bi-annual print publication featuring fashion, art and the miscellaneous celebrating all things tatty with a love for clutter. Print magazine available in stores now! Editor: Loo Loo Rose We accept submissions and welcome contributors. Email: oldtatmagazine@gmail.com Follow us on Twitter: @OldTatMag

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