Heart of Bone salutes AC/DC in a high voltage, exclusive fine jewelry and merchandise collection that elevates the rock aesthetic to a new level!
AC/DC x Heart of Bone
A REVOLUTION IN LUXURY ROCKWARE
*exclusively available to order at customcreed.com
Heart of Bone incorporates the iconic AC/DC logo into limited edition unisex designs, drawing inspiration from the band's prolific catalog of music, lyrics, graphics, and conversations with the artists themselves.
Working with The University of Melbourne’s Molecular Science and Biotechnology Institute; Bio 21, Heart of Bone has fused together modern technology, traditional craftsmanship, and the raw power of rock ‘n roll to create this explosive collection.
To create this unique AC/DC jewelry collection we used electron microscopy to photograph the exact vinyl grooves of the Back in Black track and then carved them into metal to create these collectable and limited edition rings. Just as AC/DC carved their timeless legacy into vinyl back in 1973, Heart of Bone has carved AC/DC’s music into metal.
In the authentic and inclusive spirit of AC/DC, the collection has something for every fan, from blackened, oxidized, and gold finished artisan-crafted stainless steel and a bespoke collection of numbered limited editions of 100 units per ring design in Australia made solid 9k gold and sterling silver.
The collection is also offering sustainable and luxurious 100% Australian made organic cotton T-shirt, fabric w0ven and printed right here in Melbourne!
Working in collaboration with the famous Chanel owned Barrie factory in Scotland, we have created a covetable 100% Scottish Cashmere logo AC/DC knit. This collectable style is a serious luxury lovers heirloom piece and is limited to 100 units per design worldwide. Working with the Barrie Factory in Scotland we celebrate brothers Angus and Malcolm Young and Bon Scott's Scottish roots.
Inspired by the iconic nightmare-inducing demonic bunny character ‘Frank’ from the cult classic film Donnie Darko, directed by Richard Kelly, STAYTRUE™️ is bringing a whole new level in authentic and affordable luxury bling that’s been built to be as badass as you are.
Crafted in stainless steel, one of the world's most infinitely recyclable and resilient materials. Your STAYTRUE™️ Heart of Bone jewelry won’t ever tarnish, It’ll stay shiny AF, it’s hypoallergenic, it’s tough and it’s super low maintenance to take care of!!
Click this LINK to try out our new STAYTRUE™️ FRANK Instagram filter at @heartofbone_ Remember guys to tag us when you repost and we’ll add all your Frank filter posts to our Heart of Bone insta stories. Can’t wait to see you all have some fun with Frank!
Special thanks to our mates with the maddest skills Mirage Mahal for creating this epic Frank experience.
Jewelry and rock & roll have always made a sexy couple. From Keef’s (Richards, if you weren’t sure) skull ring to Ozzy’s cross necklace, what well turned out rocker has ever said no to one more piece of provocative silver?
Yet few designers have made as committed an alliance to the dark arts as Emma Addams and her Australian lifestyle brandHeart Of Bone. Coming up on a decade since she launched it in a smallMelbourneapartment she shared with her new baby, HOB was a hard labor of love until it was discovered byBilly Idol– and shortly afterwardsBillie Eilish, whose sporting of Addams’ now iconic Bad Bunny ring was partly what catapulted her into the stratosphere.
Never one to rest on her laurels, or skulls, Addams’ inspirations for 2021 include a new line of veritably indestructible and hi-polish designs calledSTAYTRUE ™️ by Heart of Bone, a decidedly more accessible collection (she’s even enlisted legendaryBowiephotographerMick Rockfor the campaign), and an alliance with the undisputed kings of Australian rock, AC/DC, described as a revolution in luxury rockwear.
We slowed her down just long enough for an enlightening chat, and she was also generous enough to put together an exclusive summer playlist forBlackBook, which only confirms her excellent taste in music.
Emma Addams, The Rainmaker Playlist
“My taste in music is quite erratic (as is my general state of being). Like with many creative things I do, I can bounce across multiple musical genres with absolutely no regard for the utter confusion I may leave in my wake. I’d say every single one of my mates – or anyone who has spent any length of time with me – has said at some point, “What the fuck am I actually listening to right now?” Funny but very, very true. My musical taste is all over the place.
Maybe it’s too personal but also of note, sadly I have of late been nursing a very broken heart. Broken hearts do not happen to me often, this is maybe the second time in my life I have had one. I hope to never have another again! So it seems, and very much to my surprise, that even the darkest of black hearts can shatter into a million tiny pieces and that nothing seems to help a broken heart heal more than music does. So…created from the carnage of lost love, I present to you the bittersweet mixture of medicine for my current broken heart, “THE RAINMAKER.”
The brand is less than a decade old, so success seems to have come pretty quickly. What was the genesis of Heart of Bone?
It sounds crazy but making jewelry was never even my intention. It all seemed to come together in this explosion of creative energy post the birth of my second child. My daughter Azzedine was born in June 2013 and five or six months later suddenly another baby was born, Heart of Bone. My experiences are spanning 20 years across both careers within the interior industry and fashion industry. From working as a buyer and creative director, to my traditional training in antiques restoration all contributed to the initial idea of starting my own brand.
I’d been working on a semi-business plan for a homewares company that was to be called Heart of Bone for over a year. I decided to create what I wanted for myself: a high end luxury brand with a rock & roll vibe and a with dark twist. Think traditional, ornate and hand painted antique French porcelain made for the Addams Family.
I found a short course in Melbourne teaching some traditional jeweler’s wax carving techniques, and during the first class I created a skull ring with a wreath of leaves. And thus Heart of Bone began. It all felt very right and the idea of doing anything else but jewelry just fell away.
Who were some of the first celebrities to embrace Heart of Bone?
I think within the first few months of the Instagram account being created in 2013 I was approached by Josie Stevens, an entrepreneur herself and manager/wife of Steve Stevens, longtime guitarist/collaborator of Billy Idol. Josie ordered some designs for herself, Steve and Billy as they were touring Australia and shortly coming through Melbourne to perform. They’ve been incredible friends and loyal supporters of me and the brand since. Then there was Marc Jacobs wearing my rings. We met in the smoking area at Chateau Marmont – where you meet the best people is always in the smoking area, right?
Yeah, that’s probably true.
After chatting and smoking together, he got a Bowie and Carmen Miranda ring on the spot off me. It was probably what I created for Jean Paul Gaultier though that took the brand to the next level. It was a couture sterling silver skull ring with Breton stripes of dark blue sapphires across the skull and a sailors cap pavé set with white diamonds. Gaultier was in Melbourne at the time to open his incredible retrospective at the NGV. Then followed Dita Von Teese, Slash, Daphne Guinness, Kelly Osbourne, Kelly Rowland, and Miley Cyrus – who I’ve also been working with again in last few months. Janet Jackson wore the brand on a cover forEssencemagazine.
And then Billie Eilish found you?
Yes, the 15-year-old Billie Eilish, who had borrowed some designs for a photo shoot. She then reached out herself via Instagram wanting me to create a bespoke upside down cross necklace and bracelet for her upcoming performance on theThe Ellen Show. We’ve been creating together with Billie and her team since then. I think neither of us knew that she’d be the biggest pop star on the planet now.
For me personally however, I gotta admit that when Karl Lagerfeld was photographed wearing a Heart of Bone skull portrait ring of himself in his office in Paris, that was probably the moment my heart actually skipped a beat.
What is the Heart of Bone aesthetic philosophy?
Heart of Bone’s brand experience is authentic because it is the physical manifestation of its creator’s inspiration and artistic intentions. Our designs are all crafted by hand individually to order – therefore each piece is unique. They have a rebellious attitude, an otherworldly kind of beauty, a dark twist and an unexpected sense of playfulness.
It’s all about self-empowerment, self-belief, strength, resilience, being confident, authentic and true to yourself. I love that those values we hold dear shine through in our designs and in turn speak an unspoken language out in the world at large. These are the kind of values and community ethics that I want for my kids to grow up around, so I’ll be proud if I’ve done a good enough job communicating that through Heart of Bone.
Are there any other jewelry designers who have influenced you?
I try not to be influenced by other jewelry brands, I find that inspiration rarely comes from obvious places and never from what my contemporaries are doing. I have hundreds of books on antique jewelry, couture jewelry, antique furniture, art, design, architecture, food, interiors, strange and unusual collections of old medical and anatomical drawings. My office and my house are filled with semi-organized piles of vintage bits and bobs that I hoard relentlessly and to be honest, I don’t think I can name specific designers or artists as strong influences. It’s a bubbling cauldron of bits of pieces all thrown together that creates something magical.
Obviously you take pride in your Australian roots; how did that translate to connecting with an American audience?
I started Heart of Bone by myself, with a 6-month-old baby in a cot in the corner of my tiny studio, making one-off pieces by hand from start to finish while the baby slept. It all started here in Melbourne and the roots of the brand are very firmly planted here. When we launched theHeart of Bone x AC/DCcollection in April 2021, it was the first-ever of its kind, it had a focus on both ours and band’s Australian roots, and I’m sure that was a major factor in the band considering working together with us, a small, family run Melbourne-based company.
But most of the celebrity clients we work with are US-based, so one would presume that the natural and organic gravitational pull towards the American market has evolved as a consequence of that.
Who would be your next dream client?
Not telling, you’ll just have to be patient.
And most importantly, what have you been listening to lately? And any new bands on your radar?
One of my best mates Twiggy Hunter is in a local band calledOcean Groveand their new music is blowing my mind at the moment. I go all over the place though, Led Zeppelin to Miles Davis to Anthrax to AC/DC to Bob Dylan, Dolly Parton, Ray Charles, Metallica, Motörhead,The Cureand Billie Eilish…but I’m kind of a ’70s rock girl at my core.
Billie Eilish is one of the most influential pop stars on the planet. Heart of Bone has worked with Billie since she was 15 years old. We love collaborating with Billie Eilish to create unique styles that are effortlessly her. Shop her favourite styles below.
The latest and most exciting innovation from Heart of Bone.
Nearly two years in development, STAYTRUE™️ is a revolution in authentic and affordable luxury. Crafted consciously in stainless steel, one of the world's most recyclable and resilient materials. Each piece of STAYTRUE™️ is handcrafted individually and made from the highest quality artisan stainless steel.
Through a global portrait series shot by our favourite photographers, we honor and celebrate our diverse and eclectic Heart of Bone community and what they stand for. We are so proud to call you our extended family.
We thank all the wonderful and unique humans that have made this project possible. Each and every one of you and the gifts you give to our world are what makes it a better place.
Be you. Be brave. Be kind. Live your life your way. Make your own rules.
Donnie Darko is an iconic American psychological thriller written and directed by Richard Kelly and released in 2001. The film stars a young Jake Gyllenhaal, Drew Barrymore and Patrick Swayze. Initially a flop at the box office, it has since become one of the all-time indie cult classics.
This counter-culture story of a psychologically unbalanced teenager and his deeply terrifying imaginary friend, Frank the Rabbit.
WHO IS FRANK?
Frank is a reflection of the human psychology and experiences we share and bury beneath the surface. We created the Frank ring to pay homage; to honour, recognise and celebrate that there is a Frank inside us all.
‘Why are you wearing that stupid man suit?’ - Frank
OUR FRANK CULT
At Heart of Bone, we are a family. We are the misfits, the others, the courageous, the true, the authentic and the brave. From Drew Barrymore (Kimberly Greene, Donnie Darko) to all our customers and friends who support our brand; you are what makes our community so special. Become part of our #FRANKCULT and share your looks, your style.
Well what a fucking year ha? And it’s not even over yet...
Thank you to all of our incredible, loyal customers for keeping our spirits high and our hands busy during these crazy times. We are so grateful to each and every one of you for the constant support during the clusterfuck that was 2020. We couldn’t have done it without you so big shoutout and thank you legends! We survived that EPIC shitstorm together.
Now, we are so excited to share some cool Heart of Bone news with you all. It’s with much joy and excitement that we welcome the gorgeous and talented Nickolas Stephens to our Heart of Bone family.
Nick has joined our small Collingwood team in the role of Sales and Customer Service Manager, he has some serious creative skills too and has also taken over our dedicated @heartofboneatelier_Instagram page. Please contact him via DM on our Atelier page or via email@example.com if you have any customer service related enquiries or to arrange your private in store appointments. Nickolas is very excited to get to know all our awesome customers, he’s heard a lot about you guys already and can’t wait to meet you both in our stunning store and on Instagram!
The Heart of Bone Atelier is located at 59 Victoria Parade Collingwood and is open 10am - 4pm Tuesday to Saturday by appointment only
Our Christmas order cut off dates are as follows: INTERNATIONAL December 1st + AUSTRALIA December 1st
We do have some limited pieces at the atelier which are available for local pick up or express courier up until Christmas.
Oh, and you guys will be pleased to hear that we’ve added a few more buy now/pay later checkout options at heartofbone.com! We hope this helps with all the hectic festive fuckery.
With love from our family to yours. We got this! Emma and Lenny ☠️☠️☠️☠️
This is a deeply personal collection of pieces which I have entitled Necromancy. It has been an extraordinary year for us all; in many different ways we have each journeyed through these challenging times in our unique style. My saving grace as a creative has been my ability to channel myself into my work and these powerful, hand beaded, unique and darkly beautiful Talismans are a product of that energy and focus. My hope for each is that they carry with them the raw and powerful energy and magic that I built into every single one. These Talismans feature stunning black fresh water pearls, precious stones, antiques and rare magical beads from my personal collection.
The Necromancy series holds within it a strong and forceful energy that will bode well on your journey through life. A Talisman to guide you through the good, the bad and the ugly. Because let’s face it, there are times when we need super powers for protection and strength; often when the good, the bad and the ugly in life collide all at once.