Laura Reed

Forever is a memory, story or object that can be passed down and travel through generations of people, for an eternity.

Laura Reeds journey

British custom prop designer, Laura Reed shares her definition of Forever.

Having been an avid crafter since childhood, it’s no wonder that Laura went on to study and gain a degree in Furniture and Product Design. After initially working in retail display design, it wasn’t until she made decorations for her own wedding, giving her the creative freedom that she had always wanted, that Laura began working for herself.

She now creates high-end, custom designed props, installations and decorations for weddings, events and retail displays, particularly specialising in and becoming renowned for her paper projects.

Amongst her paper projects are the baubles that Laura designed and made in collaboration with De Beers Forevermark for our Holiday in-store displays. In keeping with our brand values and our commitment to Protecting Forever, the intricately designed baubles have been created using recyclable FSC paper and finished with colourful bio-degradable bows fabricated from sustainably sourced wood pulp. Sustainability is something that Laura feels particularly passionate about. “Sustainability should be on everyone’s agenda and it is great that this project in particular has really focused on what happens when the season is over.”

What does Forever mean to Laura Reed?

Forever for Laura is her daughter and the little things that she does daily.

Forever is the little things that I do daily, one by one, to build a better today, tomorrow, future and forever for my daughter.

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