Designing Wicked

This article is based on an interview with Heather Manyatis, Senior Buyer at REEDS Jewelers, whose long-standing love for Wicked helped shape the inspiration, materials, and design decisions behind the curated collection.

Q. When you first learned you’d be designing a collection inspired by Wicked, what was the idea or feeling that immediately sparked your imagination?

A. I’ve been a longtime fan of Wicked, so the idea of designing a collection inspired by its world immediately lit up my imagination. There are so many emotional layers to the story and an endless number of visual cues to pull from. I instantly started thinking about the symbols, the characters, and the iconic moments—and how many exciting design possibilities they offered. My team were all excited to work on this project.

Q. Do you have a personal connection to the story or its themes? How did that connection shape the direction of your designs?

A. Absolutely. I’m a true Wicked super-fan, and that connection goes all the way back to my childhood watching Wizard of Oz on repeat. That love for the story’s themes—friendship, identity, transformation—gave me a strong emotional direction. It helped ensure that every piece was rooted in meaning, not just aesthetics.

Q. Wicked has such a rich visual world—colors, symbols, characters. Which elements were most influential as you began sketching?

A. We were provided with a beautiful library of official assets to work from, and that became our foundation. The colors, silhouettes, and iconic character symbols were incredibly inspiring. I specifically wanted to incorporate elements tied to multiple characters so that each piece carried a sense of the story’s depth and duality.

Q. Take us into your creative process for a moment. How did a concept move from inspiration to sketch to something a customer can hold in their hand?

A. Once we narrowed down the assets and themes we wanted to highlight, we worked closely with the design team to explore countless directions. We thumbed through variations—some very literal, others more subtle and figurative. From there, we refined, edited, and sculpted the concepts until they felt both true to Wicked and beautiful as standalone jewelry. It was a very intentional, collaborative process.

Q. Are there any details within the pieces that superfans of Wicked will recognize instantly—little nods or storytelling touches?

A. Definitely. We included reversible elements to reveal hidden details, a grimmerie inspired locket that mirrors the book itself and opens, gemstone accents tied to specific characters and moments, along with so many others. These touches are subtle enough for everyday wear but meaningful enough that true fans will recognize them right away.

Q. At the same time, these designs still feel elegant and wearable for anyone. How did you strike that balance between fandom and everyday beauty?

A. It really came down to thoughtful, intentional detailing. We focused on soft, refined touches that honor the story without overwhelming the design. Finding that balance between literal references and more figurative interpretations allowed the pieces to feel both expressive for fans and beautiful for the everyday jewelry lover.

Q. What craftsmanship decisions or material choices were especially important in bringing these designs to life?

A. Choosing vermeil was key—it gave us the rich yellow-gold tone we wanted to remain completely on trend, while keeping the collection accessible to a wide audience. Vermeil is technique that has French origins dating back to the 18th Century and offers both durability and a luxurious appearance. Pairing that with high-wearability designs ensured the pieces felt elevated but still practical.

Q. You’ve mentioned wanting the collection to feel luxurious but still accessible. How did that goal influence your design decisions?

A. We were very intentional about the materials used; vermeil and created gemstones to achieve that accessible luxury feel. These materials let us capture the magic and richness of Wicked’s world without creating barriers for customers who want to enjoy the collection.

Q. What part of creating this collection—whether a design moment, a breakthrough, or a collaboration with NBCUniversal—felt most meaningful to you?

A. The most meaningful part was getting to work with such an extensive and iconic library of assets. Partnering with NBCUniversal gave us access to details that fans adore—Emerald City motifs, character-specific symbols, and classic story elements. Seeing our design concepts come to life in a way that honored those assets was incredibly rewarding.

Q. If you could leave customers with one idea, emotion, or message when they wear a piece from this collection, what would it be?

A. I hope each piece brings them back to that sense of childhood wonder—the nostalgic, magical world that has connected generations of Wicked fans. The story teaches us about friendship, courage, and the complex ways we understand good and wicked. If the jewelry can carry even a small piece of that emotional resonance, then we’ve accomplished something truly special.

Drawing from the inspiration and design decisions behind the collection, Wicked is brought to life through pieces that reflect both craftsmanship and story.