Proudly Handmade. Loudly Worn.
How Alchemy’s English Craft Became Part of Iron Maiden’s Global Impact
The very first Iron Maiden piece Alchemy created was back in 1980, based on the cover art of the band’s eponymous debut album, when Paul Di’Anno was singer, prior to Bruce Dickinson joining the crew. Issued under the brand name of Poker Rox, the original model was crafted as a faithful 3D rendition of Derek Riggs’ iconic Eddie artwork in the form of a pin badge, made to adorn denim and leather jackets. These of course were unofficial, as at that time the nascent ‘official band licensing’ concept was unknown to anyone but the odd sharp lawyer!
Like many in the business, we started out producing unofficial merchandise; something that was very common in the early days of the industry, even among the biggest players. Around that time, Maiden’s management team became more directly involved with Bravado, introducing a Licensing Department, strengthening the partnership and helping to formalise licensing agreements. Looking back, these early days reflect not only the hustle and challenges of the music merchandising world but also the close-knit relationship between Iron Maiden, their management, and the passionate fans we served.
So, seeking approval and commissions, Alchemy identified and approached Bravado, which were then a recently formed company handling artists touring. They worked closely with Sanctuary Music and we arranged to make ‘official’ band jewellery under license for Bravado’s clients, including Iron Maiden. Hence, the next, smaller pewter version of Eddie! This was also released as a pendant.
Bravado was actually our very first official licensor, a company known for working with some of rock’s biggest acts, including Whitesnake, Deep Purple, Rainbow, etc, as well as organising the Monsters of Rock annual metal-fest, later to become Download.
In those early days, we created merchandise for many of the great bands and were often called on at short notice to deliver for major tours. The work was chaotic, heady, and fast-paced but always exciting. As time went on, our reputation grew, and we became known as the trusted partner for official, metal rock merchandise, valued for our reliability, creativity, and as genuine fans, our deep understanding of the scene.
That was some 45 years ago, and here we are today, still playing an important part in the legacy of the iconic band Iron Maiden. Alchemy now creates merchandise under the brand Alchemy Rocks, serving classic rock and metal bands as well as up-and-coming rock talent perhaps the legends of the future. Alchemy continues to push merchandise boundaries with fresh, innovative ideas. We are truly grateful to have been part of Iron Maiden’s incredible journey and are proud to celebrate their 50th anniversary alongside other passionate fans worldwide. Happy Birthday, Iron Maiden here’s to many more years of legendary music and unforgettable moments!
The Alchemy Editorial Team
www.alchemyengland.com
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