I like jewellery in its most simple form, the stereotype of jewellery. To create new value by mimicking established value is maybe the oldest trick in the game of jewellery. I like mass-produced jewellery because it is so easily understood. The traditional divide between real jewellery and fake jewellery, based on material, blurs the line between copy and original. I think about jewellery as a meme where value is understood through a collective idea around preciousness and desirability.