10 Aug 2026
The jewellery featured in new multi-media fantasy universe The Toymaker’s Key has been created by local designers Merve and Ertugrul Istanbullu of Sade Hane, who have a stall on St Albans Market.
The Toymaker’s Key creator Andy Turner explained: “I designed them and they produced them. They’re amazing. Each of them is based around one of the four worlds in the story. They’ve done an unbelievable job, the detail is phenomenal.
“They’re a lovely, lovely couple from Turkey. Basically I was their first customer when they came to St Albans Market.”
Ertugrul elaborated: “Yes Andy was my very first customer. He spotted our Flower of Life necklace and bought it instantly without a moment’s hesitation. Little did we know that this simple purchase would be the beginning of a wonderful friendship and collaboration.
“From the very beginning, we’ve had a great working relationship and a shared commitment to quality and craftsmanship.
“What appealed to me most was Andy’s creative vision and the way he combines storytelling with jewellery. Every piece is more than just an accessory – it carries meaning and becomes part of a larger narrative.
“Working together also gave us the opportunity to experiment with new techniques, challenge ourselves creatively, and push our craftsmanship further. It was exciting to create pieces that were not only beautiful and handmade, but also meaningful and worthy of becoming part of a lasting collection.
“The jewellery designs are entirely Andy’s. He is the creative force behind every piece, so all the credit for the designs belongs to him.
“Our role is to bring his ideas to life. We work on the production process, shaping each piece by hand, solving the technical challenges of making the designs wearable, and ensuring that every item is crafted to the highest standard while staying true to Andy’s original vision.”
They are both excited about the official launch later this year: “After months of dedication, craftsmanship, and attention to detail, it will be very rewarding to finally share the collection with the world.
“We’re especially looking forward to seeing how readers and collectors respond to the pieces and the story behind them. One of the most fulfilling parts of this journey has been helping to bring Andy’s vision to life, and seeing people connect with that vision will make all the hard work worthwhile.”
