Blog Modules

IJL Inspired: Interview with Isabella Lui

IJL Inspired

IJL Inspired: Interview with Isabella Lui

Isabella Liu is a leading jewellery designer and artist. She was born in Wuhan, China, and currently based in London. Isabella commenced the BA in Jewellery Design and Related Products at Birmingham City University’s School of Jewellery, and MA in ... Read More
IJL Inspired: Interview with Isabella Lui

IJL Inspired

IJL Inspired: Interview with Isabella Lui

Isabella Liu is a leading jewellery designer and artist. She was born in Wuhan, China, and currently based in London. Isabella commenced the BA in Jewellery Design and Related Products at Birmingham City University’s School of Jewellery, and MA in ... Read More

Trends

Trend Talk: Personalisation

by IJL •

The trend for personalisation hit an all-time high this year when Meghan Markle stepped out at Wimbledon wearing a golden ‘A’ necklace for her newborn son, Archie. Advancements in technology and digital has led to consumer expectations and, in turn, the demand for personalised experiences and interactions rising. So why would this demand stop at the jewellery we choose?

Whether it be chunky, bamboo-effect alphabet charms, dainty ‘Carrie Bradshaw-esque’ necklaces, diamond-studded or engraved… there are many ways to accessorise alphabetically and enjoy the monogramming fun.

1. Step up your alphabet game with Gecko Jewellery 9ct Gold inital charms

2. Mateo New York’s initial collection comes diamond-encrusted

https://www.instagram.com/p/B3cE5pQhiIS/

3. Ear candy at it’s best with Ro Copenhagen’s 18ct. gold initial studs

4. Make like Carrie Bradshaw with Jewlr’s one-of-a-kind name necklace

5. Hockley Mint’s personalised necklaces come in a choice of metals as well as the option to add their signature diamond accent.

6. Charming wrist-wear from Monica Vinader

7. Spell it out with Annoushka Jewellery’s collection as seen on Jess Glynne

8. Make it personal by engraving Ro Copenhagen’s signet rings with your initials or maybe even a meaningful motif.

IJL Inspired, Industry

4 Future Digital Trends Shaping the Jewellery Industry

by IJL •

As a result of the digital revolution, the way businesses interact with and appeal to customers has changed drastically. As we welcome new technologies and digital platforms, these changes are likely to become even more prominent.

Although the jewellery industry is typically associated with tradition and heritage, it too has had no choice but to embrace the digital world. In fact, most brands operating in this space have not only embraced digital, but have actually harnessed its power by exploring new avenues to reach customers, building their brand presence and creating a competitive advantage.

Speaking to leading branding and marketing agency Champions UK plc, we’ve picked out three of the latest trends and technologies that are likely to shape the jewellery industry in the years to come.

Augmented Reality (AR)

Along with virtual reality (VR), augmented reality (AR) is one of the most ground-breaking technologies we’ve seen in recent years. By combining computer-generated images with a real-word environment, AR creates a composite view that enhances a user’s perception of whatever they see.

This all sounds far too techy for jewellery, right? Wrong. AR is now being used by brands to solve one major issue with online jewellery shopping – showing how the product looks when you are actually wearing it.

Imagine you are scrolling through the website of your favourite jeweller, you click on a piece of jewellery that catches your eye – let’s say a ring. You like the look of the ring, the style, detailing – it all looks amazing in the picture. But what you really want to know is how it looks on you. With AR technology, you can do exactly that.

With the potential to provide a more engaging shopping experience, brands such as Gabriel & Co have taken the leap to create an AR app that allows customers to get a better idea of how their products will look in real life, without having to step foot in the store. By simply selecting the item and placing their smartphone over their body, the app will project an augmented view of the user wearing the jewellery.

A trend that is still in its early stages of development, AR is surely about to change the way we interact with a lot of products, especially through online shopping. Brands that sell wearable items such as clothing, jewellery, watches should be preparing for how they can utilise this technology to satisfy the demand for improved consumer convenience.

The Information Age

Arguably a synonym of the digital age, the information age represents the period of time we all currently live in. Characterised by the rapid shift from the traditional industry to an economy based on information technology, we are living in an age where we are exposed to more information and data than ever before.

With this, comes a change in consumer experience. Nowadays, consumers are showered in information about products they need to buy and have plenty of choices for where they can buy them from, because we are often overwhelmed by the choice we naturally tend to delve deeper to find out valuable information that gives us confidence when making a purchase decision.

This is especially true in the jewellery world, as jewellery products are premium, high-ticket items that require a lot more thought before making a purchase. But how can brands provide consumers with information that instills trust and credibility to their target audience? It’s simple – create information that is both relevant and accessible.

It’s likely that most customers are going to make a physical purchase in store, but by implementing an omni-channel marketing strategy,  you accelerate their customer journey and provide a seamless shopping experience. Whether they are browsing online at home, shopping on their phone or looking at your product in-store, they can connect the dots and gather all the information they need to get to the point of purchase.

In order to facilitate this, brands must firstly ensure they are well connected on social media. Having an active presence on core platforms such as Facebook, Twitter, and Instagram is key to engaging with target consumers, building relationships, and providing them with the information they need to trust your brand.

Secondly, your website copy. Does the content on your site embody the true tone of your brand or is it a load of waffle? When writing the copy for your website, email campaign or social channels, it’s needs to be transparent and honest. You don’t have to make bold declarations to be persuasive, you need to evoke emotion, build trust and showcase what makes your brand unique.

By playing to the strengths of your brand, meeting the needs of your target audience, and drawing attention to what it is that makes you different from your competitors, you can build value that lasts.

The Rise of Influencers

Influencer marketing is defined as a partnership between a company and an influential online figure, formed with the intention of increasing brand awareness or engagement and conversions among a specific target audience.

Now one of the most profitable and widely used digital channels, influencer marketing is simply too good to ignore, especially for brands operating in retail. In fact, it’s predicted that in 2019, 65% of brands will increase their influencer marketing budget, whilst 89% say that ROI generated from influencer marketing is comparable to or better than other marketing channels.

Whether it be an online blogger, Instagrammer or YouTuber, influencers can have a huge impact on people looking to buy jewellery. Considering the fact that 62% of consumers will make a purchase if someone they respect on social media recommends a product, influencer marketing presents an opportunity for jewellery brands to place their products in front of the right audience, and through smart partnerships, encourage more consumers to buy them.

Find out more about How Influencer Marketing Will Build Your Jewellery Brand Online here.

As touched on previously, in terms of buyer behaviour, jewellery products are typically high-involvement purchases that require a longer decision making process. By utilising influencers, brands can build awareness, value, and most importantly, trust; thus simplifying the purchase decision and reducing risk in the eyes of the consumer.

If carried out in the right way, and with the help of an influencer marketing agency, working with influencers can be an incredibly powerful channel that every jewellery brand should be looking to exploit.

User Experience

User experience (UX) essentially refers to how a person feels when interacting with a product, service or system. There are many components that contribute to a user’s overall experience, but UX expert Peter Boersma’s T-model breaks the concept down into 8 key elements:

  • Information Architecture
  • Marketing & Communications
  • Usability Engineering
  • Visual Design
  • Information Design
  • Copywriting
  • Computer Science
  • Interaction Design

In an increasingly digitised world, it’s never been more important for brands to create a positive user experience across all digital platforms. For the most part, it’s all about your website. A website that is accessible, easy to use, and visually engaging is far more likely to convert users than one that is difficult to navigate, slow and generally not very easy on the eye.

This is especially the case for jewellery brands who rely heavily on e-commerce sales. In a competitive market, it’s imperative to attract and retain users, and creating a good online shopping experience certainly plays a huge role in doing this.

The key to developing a great user experience is to design a digital interface that operates exactly how your users would expect it to. More often than not, the simple interfaces where the user doesn’t have to think too much about what they are doing, are the ones that are the most enjoyable.

Whether it be on a desktop or a mobile device, it’s imperative that your jewellery website provides a seamless customer journey – allowing users to easily browse and explore the different categories of products in as few clicks as possible. Couple this with a hassle-free checkout process and customers will be far more inclined to come back another day.

Good UX doesn’t have to be complicated. There are several simple things you can try to improve the UX of your website, including:

  • Improve page speed – most users will wait an average loading time of 3 seconds before abandoning the page.
  • Include eye-catching CTAs (calls to action) – engage the user andguide them through the phases of the buyer’s journey. 
  • Create white space – a staple of good web design, white space can make your website feel open, simple and easy to use.
  • Ensure your site is responsive for mobile – it’s absolutely essential for websites to be responsive for mobile devices – it’s now a necessity if you want your website to convert mobile users.
  • Minimise data entry – bombarding users with forms and questions can put them off!

A Digital Future

Like most industries, the jewellery industry is undergoing a digital transformation. Whether it be related to a shift in technology, processes, or even consumer behaviour, it’s crucial for brands to adapt to accommodate these trends if they want to stay ahead of the game.

So when the time comes to review your marketing strategy, why not consider how you can follow the trends and enhance your digital offering?

This article was written and supplied by brand communications agency Champions (UK) Plc. Find out more about their services here: https://championsukplc.com/

Exhibitor Press Releases, Press Releases

Recent Silversmithing and Jewellery Graduates Complete Mentoring Programme with The Institute of Professional Goldsmiths (IPG) Fellows

by IJL •

This year the Institute of Professional Goldsmiths (IPG) was awarded a grant of £9,900 from the Goldsmiths’ Centre to collaborate and deliver a pilot mentoring scheme targeting eight recent graduates and final year students from precious metal related courses. Four award-winning IPG members, diamond setter Niall Paisley FIPG, designer of jewellery and objet d’art Jennifer Bloy FRSA FIPG, jeweller Russell Lownsbrough FIPG and silversmith Ray Walton FIPG, were paired with the emerging makers to help them make the first steps to establish successful careers.

Institute of Professional Goldsmiths Mentee Danniella Wilde at New Designers 2019 (c) thedpc.com, 2019

Graduate silversmiths Danniella Wilde, Anna Peake, Will Romeril, Abigail Marsh and Jayne Rimington; as well as jewellery designer makers Hannah Viner and Louisa Warren were given time and advice by each of their experienced mentors, helping them to enhance their skills and expand their knowledge. Over the eight months they gained confidence and deepened their understanding of useful technical skills as well as organisations, networks, resources and specialist suppliers. In August 2019, the mentorship programme culminated with a celebration event at the Goldsmiths’ Centre, which brought together all participants and allowed them to showcase their work and discuss their new skills gained during the programme.

Silversmith Abigail Marsh, Institute of Professional Goldsmiths Mentoring Scheme (c) The Goldsmiths’ Centre, 2019

Silversmith Abigail Marsh commented: “I feel this has been an amazing experience and opportunity for me. The practical side has allowed me to learn new techniques and I have been given the opportunity to learn as there are no courses on these. The conversational side has given me a massive insight into where to look for help and guidance and groups to join that I never knew about. I think learning from a person in the industry gives you first hand advice and is something that no one else can teach you.”

Institute of Professional Goldsmiths Mentee Will Romeril at New Designers 2019 (c) thedpc.com, 2019

“Mentoring is a lifelong and life changing project for the mentee. The Institute of Professional Goldsmiths (IPG) is proud to have supported emerging makers transitioning from university into creative careers through our pilot mentoring scheme”, Russell Lownsbrough FIPG, Chairman of the Institute of Professional Goldsmiths explains: “All our mentees have gone on to achieve great things this year from receiving a first class honour degree, winning prestigious awards, being selected for selling events or creating new collections.”

To find out more about the Institute of Professional Goldsmiths visit www.ipgoldsmiths.com

Trends

The Digital Age of Jewellery

by IJL • • 1 Comment
Wearing Becca Macdonald

In the days of old, aka before we spent on average three hours, fifteen minutes scrolling, typing and swiping on our phones every day, jewellery was a category in which timelessness and tradition were valued above all else. Sure, there were always quirky novelties to showcase a designer’s dexterity and technical know-how. But in the main, trends were evolutionary rather than revolutionary and aesthetics were often safe, created within set boundaries and made to appeal to as many consumers as possible. This was generally because jewellery wasn’t the market it is today. Growing at clip of around 5 to 6% per year since the middle of the decade, demand has changed the rules of the game, with categories including fashion jewellery booming and a newly empowered customer—the woman who buys for herself—looking for a more individual, eclectic reflection of her personality.

Wearing ring by Bine Roth

With this new design sensibility, trends have become far more important to the success of collections. As women seek to express themselves with jewellery as they once did with their apparel choices, channelling the Zeitgeist has become more important than ever. And the water cooler of that spirit is new media—social platforms like Instagram, Pinterest and Tumblr which have become instrumental in making and breaking trends and in turn brands. The power of the influencer to subtly mould desires and tastes has upended the design funnel and created a feedback loop for creatives to find inspiration and guidance. Think of any jewellery trend over the past two years and it will probably have been supercharged—if it didn’t actually originate—from social media. If I consider the pieces I’ve bought over the past three years, they’ve all been—in some way—influenced by social arbiters of taste, whether introducing me to brands or priming me with trends which suddenly by osmosis, I go from not even thinking about to needing immediately. Shells, medallions, even the dominance of gold have all got social media to blame for their current popularity. The comeback of statement pieces, especially trophy earrings certainly has a social angle. More delicate jewellery is far harder to photograph and showcase on Instagram squares, and if women are investing their hard-earned cash, they want their followers to firstly, be able to see it and secondly, for those in-the-know to recognise the piece and its currency.

Wearing Ora Pearls

Working as an influencer myself, I’ve seen first-hand how the process works. Initially, a brand contacts you to select an item as a gift in the hope you may post it on your feed at some point in the near future. Then suddenly you start to see the piece you picked out everywhere—often first on other influencers, then regular consumers. It turns out the pendant or chain you instinctively selected is the same accoutrement that other tastemakers chose too, your originality completely overpowered by the collective barometer of taste. In this way, brands can’t push defined trends on influencers—that never works. There has to be an organic element to the process, with genuine engagement, or else a trend never picks up momentum. That is why it is so vital that a creative director or design team is in tune with the aesthetic mores of social platforms and able to respond to the fast-moving micro trends which have the potential to go mega.

  • Ora Pearls
  • Alti Design
  • Mark Milton

The trends gaining the most traction now are idiosyncratic and offer a clear signal about the type of woman who wears them. Take the freshwater pearls. Natural, non-spherical and beautifully organic, freshwater pearls often paired with unhewn gold point to a consumer engaged with issues of sustainability and imperfect beauty rather than anything overly polished. Elsewhere the comeback of heavy gold link chains offers a powerful, 80s and 90s inspired attitude, with a more masculine energy whether they are worn alone or layered up. For the consumer with a penchant for the dainty, this season’s fruit-inspired trend picks up on Instagram’s obsession with peaches, lemons and cherries, adding a burst of summer-time optimism the whole year around. As for new categories of jewellery, the anklet is having a moment with a new erogenous zone identified. Whether super-fine or snake-chained, it’s a must-have item for any fashion insider. When it comes to precious and semi-precious stones, the trend for horizontally set, narrow emerald cut stones is certain to gather steam in the season ahead. And for the truly fun at heart, the vogue for brights—from pretty coloured stones to beads adds a pick ‘n’ mix, youthful approach to any jewellery box. No matter the woman, there’s a social-media inspired trend, just waiting to be discovered.

Trends

Trend Talk: Personalisation

by IJL •

The trend for personalisation hit an all-time high this year when Meghan Markle stepped out at Wimbledon wearing a golden ‘A’ necklace for her newborn son, Archie. Advancements in technology and digital has led to consumer expectations and, in turn, the demand for personalised experiences and interactions rising. So why would this demand stop at the jewellery we choose?

Whether it be chunky, bamboo-effect alphabet charms, dainty ‘Carrie Bradshaw-esque’ necklaces, diamond-studded or engraved… there are many ways to accessorise alphabetically and enjoy the monogramming fun.

1. Step up your alphabet game with Gecko Jewellery 9ct Gold inital charms

2. Mateo New York’s initial collection comes diamond-encrusted

https://www.instagram.com/p/B3cE5pQhiIS/

3. Ear candy at it’s best with Ro Copenhagen’s 18ct. gold initial studs

4. Make like Carrie Bradshaw with Jewlr’s one-of-a-kind name necklace

5. Hockley Mint’s personalised necklaces come in a choice of metals as well as the option to add their signature diamond accent.

6. Charming wrist-wear from Monica Vinader

7. Spell it out with Annoushka Jewellery’s collection as seen on Jess Glynne

8. Make it personal by engraving Ro Copenhagen’s signet rings with your initials or maybe even a meaningful motif.

IJL Inspired, Industry

4 Future Digital Trends Shaping the Jewellery Industry

by IJL •

As a result of the digital revolution, the way businesses interact with and appeal to customers has changed drastically. As we welcome new technologies and digital platforms, these changes are likely to become even more prominent.

Although the jewellery industry is typically associated with tradition and heritage, it too has had no choice but to embrace the digital world. In fact, most brands operating in this space have not only embraced digital, but have actually harnessed its power by exploring new avenues to reach customers, building their brand presence and creating a competitive advantage.

Speaking to leading branding and marketing agency Champions UK plc, we’ve picked out three of the latest trends and technologies that are likely to shape the jewellery industry in the years to come.

Augmented Reality (AR)

Along with virtual reality (VR), augmented reality (AR) is one of the most ground-breaking technologies we’ve seen in recent years. By combining computer-generated images with a real-word environment, AR creates a composite view that enhances a user’s perception of whatever they see.

This all sounds far too techy for jewellery, right? Wrong. AR is now being used by brands to solve one major issue with online jewellery shopping – showing how the product looks when you are actually wearing it.

Imagine you are scrolling through the website of your favourite jeweller, you click on a piece of jewellery that catches your eye – let’s say a ring. You like the look of the ring, the style, detailing – it all looks amazing in the picture. But what you really want to know is how it looks on you. With AR technology, you can do exactly that.

With the potential to provide a more engaging shopping experience, brands such as Gabriel & Co have taken the leap to create an AR app that allows customers to get a better idea of how their products will look in real life, without having to step foot in the store. By simply selecting the item and placing their smartphone over their body, the app will project an augmented view of the user wearing the jewellery.

A trend that is still in its early stages of development, AR is surely about to change the way we interact with a lot of products, especially through online shopping. Brands that sell wearable items such as clothing, jewellery, watches should be preparing for how they can utilise this technology to satisfy the demand for improved consumer convenience.

The Information Age

Arguably a synonym of the digital age, the information age represents the period of time we all currently live in. Characterised by the rapid shift from the traditional industry to an economy based on information technology, we are living in an age where we are exposed to more information and data than ever before.

With this, comes a change in consumer experience. Nowadays, consumers are showered in information about products they need to buy and have plenty of choices for where they can buy them from, because we are often overwhelmed by the choice we naturally tend to delve deeper to find out valuable information that gives us confidence when making a purchase decision.

This is especially true in the jewellery world, as jewellery products are premium, high-ticket items that require a lot more thought before making a purchase. But how can brands provide consumers with information that instills trust and credibility to their target audience? It’s simple – create information that is both relevant and accessible.

It’s likely that most customers are going to make a physical purchase in store, but by implementing an omni-channel marketing strategy,  you accelerate their customer journey and provide a seamless shopping experience. Whether they are browsing online at home, shopping on their phone or looking at your product in-store, they can connect the dots and gather all the information they need to get to the point of purchase.

In order to facilitate this, brands must firstly ensure they are well connected on social media. Having an active presence on core platforms such as Facebook, Twitter, and Instagram is key to engaging with target consumers, building relationships, and providing them with the information they need to trust your brand.

Secondly, your website copy. Does the content on your site embody the true tone of your brand or is it a load of waffle? When writing the copy for your website, email campaign or social channels, it’s needs to be transparent and honest. You don’t have to make bold declarations to be persuasive, you need to evoke emotion, build trust and showcase what makes your brand unique.

By playing to the strengths of your brand, meeting the needs of your target audience, and drawing attention to what it is that makes you different from your competitors, you can build value that lasts.

The Rise of Influencers

Influencer marketing is defined as a partnership between a company and an influential online figure, formed with the intention of increasing brand awareness or engagement and conversions among a specific target audience.

Now one of the most profitable and widely used digital channels, influencer marketing is simply too good to ignore, especially for brands operating in retail. In fact, it’s predicted that in 2019, 65% of brands will increase their influencer marketing budget, whilst 89% say that ROI generated from influencer marketing is comparable to or better than other marketing channels.

Whether it be an online blogger, Instagrammer or YouTuber, influencers can have a huge impact on people looking to buy jewellery. Considering the fact that 62% of consumers will make a purchase if someone they respect on social media recommends a product, influencer marketing presents an opportunity for jewellery brands to place their products in front of the right audience, and through smart partnerships, encourage more consumers to buy them.

Find out more about How Influencer Marketing Will Build Your Jewellery Brand Online here.

As touched on previously, in terms of buyer behaviour, jewellery products are typically high-involvement purchases that require a longer decision making process. By utilising influencers, brands can build awareness, value, and most importantly, trust; thus simplifying the purchase decision and reducing risk in the eyes of the consumer.

If carried out in the right way, and with the help of an influencer marketing agency, working with influencers can be an incredibly powerful channel that every jewellery brand should be looking to exploit.

User Experience

User experience (UX) essentially refers to how a person feels when interacting with a product, service or system. There are many components that contribute to a user’s overall experience, but UX expert Peter Boersma’s T-model breaks the concept down into 8 key elements:

  • Information Architecture
  • Marketing & Communications
  • Usability Engineering
  • Visual Design
  • Information Design
  • Copywriting
  • Computer Science
  • Interaction Design

In an increasingly digitised world, it’s never been more important for brands to create a positive user experience across all digital platforms. For the most part, it’s all about your website. A website that is accessible, easy to use, and visually engaging is far more likely to convert users than one that is difficult to navigate, slow and generally not very easy on the eye.

This is especially the case for jewellery brands who rely heavily on e-commerce sales. In a competitive market, it’s imperative to attract and retain users, and creating a good online shopping experience certainly plays a huge role in doing this.

The key to developing a great user experience is to design a digital interface that operates exactly how your users would expect it to. More often than not, the simple interfaces where the user doesn’t have to think too much about what they are doing, are the ones that are the most enjoyable.

Whether it be on a desktop or a mobile device, it’s imperative that your jewellery website provides a seamless customer journey – allowing users to easily browse and explore the different categories of products in as few clicks as possible. Couple this with a hassle-free checkout process and customers will be far more inclined to come back another day.

Good UX doesn’t have to be complicated. There are several simple things you can try to improve the UX of your website, including:

  • Improve page speed – most users will wait an average loading time of 3 seconds before abandoning the page.
  • Include eye-catching CTAs (calls to action) – engage the user andguide them through the phases of the buyer’s journey. 
  • Create white space – a staple of good web design, white space can make your website feel open, simple and easy to use.
  • Ensure your site is responsive for mobile – it’s absolutely essential for websites to be responsive for mobile devices – it’s now a necessity if you want your website to convert mobile users.
  • Minimise data entry – bombarding users with forms and questions can put them off!

A Digital Future

Like most industries, the jewellery industry is undergoing a digital transformation. Whether it be related to a shift in technology, processes, or even consumer behaviour, it’s crucial for brands to adapt to accommodate these trends if they want to stay ahead of the game.

So when the time comes to review your marketing strategy, why not consider how you can follow the trends and enhance your digital offering?

This article was written and supplied by brand communications agency Champions (UK) Plc. Find out more about their services here: https://championsukplc.com/

Exhibitor Press Releases, Press Releases

Recent Silversmithing and Jewellery Graduates Complete Mentoring Programme with The Institute of Professional Goldsmiths (IPG) Fellows

by IJL •

This year the Institute of Professional Goldsmiths (IPG) was awarded a grant of £9,900 from the Goldsmiths’ Centre to collaborate and deliver a pilot mentoring scheme targeting eight recent graduates and final year students from precious metal related courses. Four award-winning IPG members, diamond setter Niall Paisley FIPG, designer of jewellery and objet d’art Jennifer Bloy FRSA FIPG, jeweller Russell Lownsbrough FIPG and silversmith Ray Walton FIPG, were paired with the emerging makers to help them make the first steps to establish successful careers.

Institute of Professional Goldsmiths Mentee Danniella Wilde at New Designers 2019 (c) thedpc.com, 2019

Graduate silversmiths Danniella Wilde, Anna Peake, Will Romeril, Abigail Marsh and Jayne Rimington; as well as jewellery designer makers Hannah Viner and Louisa Warren were given time and advice by each of their experienced mentors, helping them to enhance their skills and expand their knowledge. Over the eight months they gained confidence and deepened their understanding of useful technical skills as well as organisations, networks, resources and specialist suppliers. In August 2019, the mentorship programme culminated with a celebration event at the Goldsmiths’ Centre, which brought together all participants and allowed them to showcase their work and discuss their new skills gained during the programme.

Silversmith Abigail Marsh, Institute of Professional Goldsmiths Mentoring Scheme (c) The Goldsmiths’ Centre, 2019

Silversmith Abigail Marsh commented: “I feel this has been an amazing experience and opportunity for me. The practical side has allowed me to learn new techniques and I have been given the opportunity to learn as there are no courses on these. The conversational side has given me a massive insight into where to look for help and guidance and groups to join that I never knew about. I think learning from a person in the industry gives you first hand advice and is something that no one else can teach you.”

Institute of Professional Goldsmiths Mentee Will Romeril at New Designers 2019 (c) thedpc.com, 2019

“Mentoring is a lifelong and life changing project for the mentee. The Institute of Professional Goldsmiths (IPG) is proud to have supported emerging makers transitioning from university into creative careers through our pilot mentoring scheme”, Russell Lownsbrough FIPG, Chairman of the Institute of Professional Goldsmiths explains: “All our mentees have gone on to achieve great things this year from receiving a first class honour degree, winning prestigious awards, being selected for selling events or creating new collections.”

To find out more about the Institute of Professional Goldsmiths visit www.ipgoldsmiths.com

Trends

The Digital Age of Jewellery

by IJL • • 1 Comment
Wearing Becca Macdonald

In the days of old, aka before we spent on average three hours, fifteen minutes scrolling, typing and swiping on our phones every day, jewellery was a category in which timelessness and tradition were valued above all else. Sure, there were always quirky novelties to showcase a designer’s dexterity and technical know-how. But in the main, trends were evolutionary rather than revolutionary and aesthetics were often safe, created within set boundaries and made to appeal to as many consumers as possible. This was generally because jewellery wasn’t the market it is today. Growing at clip of around 5 to 6% per year since the middle of the decade, demand has changed the rules of the game, with categories including fashion jewellery booming and a newly empowered customer—the woman who buys for herself—looking for a more individual, eclectic reflection of her personality.

Wearing ring by Bine Roth

With this new design sensibility, trends have become far more important to the success of collections. As women seek to express themselves with jewellery as they once did with their apparel choices, channelling the Zeitgeist has become more important than ever. And the water cooler of that spirit is new media—social platforms like Instagram, Pinterest and Tumblr which have become instrumental in making and breaking trends and in turn brands. The power of the influencer to subtly mould desires and tastes has upended the design funnel and created a feedback loop for creatives to find inspiration and guidance. Think of any jewellery trend over the past two years and it will probably have been supercharged—if it didn’t actually originate—from social media. If I consider the pieces I’ve bought over the past three years, they’ve all been—in some way—influenced by social arbiters of taste, whether introducing me to brands or priming me with trends which suddenly by osmosis, I go from not even thinking about to needing immediately. Shells, medallions, even the dominance of gold have all got social media to blame for their current popularity. The comeback of statement pieces, especially trophy earrings certainly has a social angle. More delicate jewellery is far harder to photograph and showcase on Instagram squares, and if women are investing their hard-earned cash, they want their followers to firstly, be able to see it and secondly, for those in-the-know to recognise the piece and its currency.

Wearing Ora Pearls

Working as an influencer myself, I’ve seen first-hand how the process works. Initially, a brand contacts you to select an item as a gift in the hope you may post it on your feed at some point in the near future. Then suddenly you start to see the piece you picked out everywhere—often first on other influencers, then regular consumers. It turns out the pendant or chain you instinctively selected is the same accoutrement that other tastemakers chose too, your originality completely overpowered by the collective barometer of taste. In this way, brands can’t push defined trends on influencers—that never works. There has to be an organic element to the process, with genuine engagement, or else a trend never picks up momentum. That is why it is so vital that a creative director or design team is in tune with the aesthetic mores of social platforms and able to respond to the fast-moving micro trends which have the potential to go mega.

  • Ora Pearls
  • Alti Design
  • Mark Milton

The trends gaining the most traction now are idiosyncratic and offer a clear signal about the type of woman who wears them. Take the freshwater pearls. Natural, non-spherical and beautifully organic, freshwater pearls often paired with unhewn gold point to a consumer engaged with issues of sustainability and imperfect beauty rather than anything overly polished. Elsewhere the comeback of heavy gold link chains offers a powerful, 80s and 90s inspired attitude, with a more masculine energy whether they are worn alone or layered up. For the consumer with a penchant for the dainty, this season’s fruit-inspired trend picks up on Instagram’s obsession with peaches, lemons and cherries, adding a burst of summer-time optimism the whole year around. As for new categories of jewellery, the anklet is having a moment with a new erogenous zone identified. Whether super-fine or snake-chained, it’s a must-have item for any fashion insider. When it comes to precious and semi-precious stones, the trend for horizontally set, narrow emerald cut stones is certain to gather steam in the season ahead. And for the truly fun at heart, the vogue for brights—from pretty coloured stones to beads adds a pick ‘n’ mix, youthful approach to any jewellery box. No matter the woman, there’s a social-media inspired trend, just waiting to be discovered.