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Shoreline Design is the largest manufacturer of hand made and custom sterling silver jewelry in the Atlantic provinces.

Meet the team

Georgetown - Summerside - Halifax

Working together to make the best experience.

Peter Llewelyn

Peter Llewelyn
Georgetown shop

Peter is our fearless leader here at Shoreline Design. He has been many things, from a worker in the fish plants as a teenager, to a corporate executive, he was a sailor in the Canadian Navy, as well as a former mayor of Georgetown. For the last 19 years he has been working at his last career - jewelry maker, stone carver, lapidarist, enamellist, mentor, teacher and baker! He is self taught. He learned by experimenting, failing, and succeeding.  At the beginning he melted 95% of the pieces he tried to solder and slowly through sheer determination and stubbornness he melted less and less. Finally finding the knack of soldering. That is why Peter loves teaching. He wants to share the benefits of his learning. He is a husband, father, and grandfather. Has been involved in many activities with youth groups. He sponsored a youth entrepreneurship program, spearheaded a youth center, and a reading program for youth, he has been a member on many different boards including the school board, etc. Peter believes we are the sum total of our life’s experiences. Favourite part about working at Shoreline Design is talking to the customers and meeting interesting people (from the precocious 6 year olds all the up to the 99 year olds)

Cindy MacLean

Cindy MacLean
Georgetown Shop / General Manager

Cindy is the task master who keeps us all on the right track. Cindy was born and raised in beautiful Georgetown PEI. She has worked with the Prov of PEI, and was a cook and waitress at her sister’s restaurant before joining us here at Shoreline Design in 2017. Peter had the idea to make leather purses and enlisted Cindy for the job, and she hasn’t looked back since. Unfortunately the shop was in terrible need of organization at that time, and she was the woman to fix it! It took so much work that making purses fell to the wayside. Cindy says being part of the team at Shoreline Design is actually not work for her, and she truly enjoys her part in the team which includes wearing many hats as with all our team members, we all contribute and  compliment each other in our daily activities. One of the best parts of working here at Shoreline Design for her is “Naked Thursdays”! Each and every day brings laughter and new experiences and new creativity and also some challenges. Fringe benefits include Peter's love for baking and cooking which he proudly gives away home made bread, homemade pizza, etc. To be able to meet so many wonderful people from every walk of life is another thing I love about my role here at the studio. In her spare time she totally enjoy spending time with her children, grandchildren and yes, great grandchildren.

Melanie Batsford

Melanie Batsford
Summerside Manager

We found Melanie while we were searching for someone to help us open our Summerside shop.  Although we interviewed some lovely people, Melanie stood out from the crowd.  She is enthusiastic and creative with an impeccable sense of jewelry style. Melanie is one of our expert jewelers and has completed her Fine Arts Degree from the Nova Scotia College of Arts.  If we have a question about a technique or process Melanie is the first person we go to. She worked in the appliance industry for 21 years before starting with us in 2018. Melanie is great at making our standard designs, but really shines when she gets an idea! When the creative juices start flowing and she just can't wait to see the item she's pictured in her head come to life.Her hobbies include rug hooking, crochet, knitting, going for walks and camping. -Favourite parts of working at Shoreline Design: Working with customer to create custom orders and tackling the creative challenges

Gayle Llewellyn

Gayle Llewellyn
Georgetown Shop

Gayle has been part of the company since it's inception.  Being married to Peter, she is normally dragged into his crazy ideas whether she likes it or not. She is the jack of all trades. Although she doesn't make jewelry she really is the back bone of the company doing the accounting as well as working on our social media during the summer months, taking pictures and answering questions. If you are talking to someone on our PEI Facebook page, you are probably chatting with Gayle. She is normally the first person to see a new design. If she says something is 'interesting' its time to go back and maybe rework some things. She enjoys getting out and sight seeing parts of PEI with her friends, and is an excellent tour guide. -Favourite thing about working at Shoreline Design: is getting out to the shop and chatting with customers at check out. She also has a lot of fun working with the Summerside and Halifax shops.

Jocelyn Llewellyn

Jocelyn Llewellyn
Halifax Manager

Claim to fame: Coming up with the name Shoreline Design! Jocelyn cut her jewelry making teeth doing grunt work and learning soldering in the Georgetown PEI shop in 2016.  She was sent to help open up the Summerside shop in 2018, and then the Halifax shop in 2019, which is where she resides. She has a background in Graphic Design and Customer service. Jocelyn does many of the 3d print designs as wells as the custom orders in the Halifax shop. She runs the Halifax Facebook page as well as any odds and ends jobs that need to be done.Jocelyn has a steady rotation of crafty hobbies that she cycles through, and it's almost too long to list. The current rotation include sculpting polymer clay, card making, crochet, and is currently putting an effort into learning how to draw (she says it's not going well, but thanks for asking). Favourite things about working at shoreline design: Working with family and the other awesome members of the shoreline team.  Collaborating and being creative every day.

Jonathan Llewellyn

Jonathan Llewellyn
Halifax Shop

Jonathan is the newest addition to the team! He has had a wide variety of careers before joining us here in 2023. Starting by completing a business degree at Memorial University in St. John's NFLD, to teaching English in Korea and most recently working as an electronics technician in the Canadian Navy for 11 years. He has been flexing his creativity muscle for years teaching himself to play the guitar, carving wooden spoons, writing and illustrating campaigns for D&D and publishing them on line for sale, as well as doing some 3d printing designs for the Navy. All of these activities have all given him skills that have interestingly been invaluable at jewelry making. He is currently our Enamel master and has been getting more into making the silver jewelry. He spends as much time as possible out surfing, and has been gathering inspiration from the Atlantic Ocean. Favourite parts of working at Shoreline Design: coming up with new inventive ways of making something, and gabbing with customers.

Joseph Moniz

Joseph Moniz
Summerside Shop

We grabbed Joseph to work in our Summerside shop in the second year of operation, 2019. He is a new resident of PEI and worked at Montreal Children’s Hospital for five years before settling in the Summerside area. Joseph comes by his creativity naturally. His Grandfather was a Jeweller and he inherited all of his tools. He started turning silver coins into rings at the age of 15, and did an Art Major in high school, then studied liberal arts at Vanier College in Montreal.Joseph is a treasure hunter in his spare time, looking for all things unique and antique and is an avid history lover. Favourite parts of working at Shoreline Design: making pieces with “magic”.

Melanie Gomez

Melanie Gomez
Georgetown Shop

Melanie comes to us from Mexico.  She and her Canadian husband moved to PEI 5 years ago, and was homeschooling her child before starting at Shoreline in 2022. Melanie's background is in biology, but inside her beats the heart of an artist!  She has been making jewelry for 10 years. You will find Melanie all over the shop. She does customer service in the show room, makes jewelry in the back, follows up with custom orders, prepares our wax castings, and is now the producer of our weekly facebook videos! She is also great at showing and explaining to children how to we make our jewelry. Melanie is an avid ukulele player and does Tahitian and Hawaiian dancing.  She loves spending time with her family as well as hiking and enjoys the beaches of PEI. Her favourite thing about working at shoreline:   Hearing the stories of our customers as well as making custom orders. She loves working on an idea to make it real.

Leanne Potvin

Leanne Potvin
Georgetown Shop

Born and raised in Montreal Qc, she graduated from Dawson College with a diploma in Illustration and Design. She has nearly 30 years experience as a graphic artist in the Montreal fashion industry. Leanne and her family moved to Georgetown in 2021 and joined the team in 2022. Leanne designs all of our signage and business cards.  Basically if it's printed Leanne has designed it! She designs and keeps our website up to date and maintained. She is also involved in making the jewelry, doing custom orders and working in the show room. We put a lot on Leanne's plate, and she always rises to the occasion. She is also our on the go organizer and planner. Coordinating all of our upcoming pop up shows in the fall/winter. Leanne has always had hands on hobbies (wood carving, clay sculpting, watercolour panting, etc.) She is an avid seaglass hunter, and has collected a lot of the pieces we use in our seaglass jewelry. Best thing about working at Shoreline? She loves to make pretty things and wants to learn all the aspects of jewelry making.