‘Pinch-me moment’ for Bucks business owner who landed a place at Paris Fashion Week


Dominique Croft, 27, started making jewellery in January 2020 when she spotted a “gap in the market” for affordable real gold and silver.

She founded Elk & Bloom alongside her role as a content strategy manager until she was inundated with orders and it became her full time job in just 18 months.

Bucks Free Press:

Three years later, her jewellery is being sold in Debenhams and Dominique has made her debut at Paris Fashion Week.

Dominique from Gerrards Cross, Bucks, said: “It was insane, the whole city had a buzz.

“I have been to Paris before but this time there was a massive buzz around the city.

“It was certainly a pinch-me moment, you are in the thick of it and then I came home and I was like ‘Oh my god, what an experience’ – it was such a whirlwind.”

During lockdown, Dominique started making jewellery in January 2020 alongside her role as a content strategy manager.

She then ramped up production during the lockdowns in the following months and, in the middle of 2021, decided to go full-time.

Dominique said: “Jewellery has always been a proper passion for me and I have always been creative.

“As much as I loved my corporate job it wasn’t for me.

“I have always been interested in business and I have always been creative and digitally savvy.

“I also wanted the flexibility and I think Covid-19 made a few people want that.

“The decision to quit the job wasn’t a spur-of-the-moment one. I had been running my business for a year-and-a-half but it was nowhere near what it is like now.”

Bucks Free Press:

After single-handedly running the business from her home for two years, Dominique recently hired her first staff member, to help with packing and customer relations.

Dominique said: “I should have celebrated the Debenhams collection more. We shared it on social media and had an internal jump for joy.

“Being a small business there wasn’t a big event.

“I was here at home with my fiancé and thinking ‘oh my God’. To see it on a major retailer it was a huge moment.

“It was a better feeling than I had anticipated.”

In February 2023, Dominique flew out to Paris with her fiance Will, 27, her mum, Darcey Coft, 48, and mother-in-law, Inger Lise, 70, for support.

Dominique said: “On the first day there was a meet and greet with other designers.

“On the second day is a fitting day, I met all the models, designers, and a wealth of different brands.

“Clothing designers would come up to me and introduce themselves.

“I partnered up with six different brands. It was a range of mainstream wear, mens wear, and then there was another brand, plus size.

“We were able to collab with a diverse set of brands which was cool and to see how our jewellery was displayed was amazing.”

Bucks Free Press:

The collection is about strength and power. Dominique have taken a lot of inspiration from mythology and strong women; women like Aphrodite and Venus.

Dominique said: “The inspiration for the collection was about embodying strength and making people feel powerful.

“My experience of the show was empowering. I spoke to so many designers, everyone was there to have fun and explore ideas.

“Paris Fashion Week was inclusive, there was a completely diverse set of brands and models.

“People that were there wanted to have fun and explore fashion and that is what came out in the designs.”

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