LONDON, November 2013 – Luxury goods store William & Son has launched “The London Collection”, a diamond-encrusted gold jewellery range for the modern woman.
The Collection in diamonds and 18-carat white or rose gold is distinctive for its interchangeable pieces and its tassels in black spinels or white rock crystal quartz.
Inspired by vintage jewellery, and having an Art Deco feel in tune with today’s fascination with the 1920s period, a bracelet can extend the necklace for décolleté wear.
The Collection is classic, timeless and luxurious – and features craftsmanship to the most exacting standards.
Clemence Merat, Head of Jewellery at William & Son, has a story to tell, about the woman who wears The London Collection.
“She is in London. She is shopping, wearing her pendant on a chain with earrings. And someone invites her to a Casino for the evening,” Clemence says.
“She heads to the nearest luxury bathroom, clips on the black spinel tassel to create a pendant, before going to the Casino.”
At the Casino she meets some good friends, who invite her to a Gala.
“She returns to her apartment, takes out the necklace from the safe, unclips her tassel pendant from the chain, attaches it to the diamond necklace, and then heads out to the Gala.”
The London Collection, whose in-house design was originally inspired by the geometric criss-crossing architectural style of a period building in London’s Argyll Street, comprises pieces across a range of price points.
The entry level piece is the 18-carat white and rose gold chain featuring a total of 0.53 carats of high quality white diamonds, retailing for 2,750 pounds.
A bracelet with a total of 2.96 carats of white diamonds is priced at 13,750 pounds.
The pendant with black spinel tassel can be purchased for 6,450 pounds. A diamond cocktail ring retails for 2,700 pounds.
The masterpiece of the collection, the diamond necklace, is available for 30,500 pounds.
“A customer can start by buying an entry level piece and, as the years go by, they are able build up the collection,” Clemence said.
The jewellery will appeal to the woman buying pieces for herself, and to the husband buying a special gift for his wife.
“The white diamond jewellery is very chic – perfect for red carpet events,” Clemence said.
“The rose gold pieces are for a more relaxed setting, like a summer cocktail party.”
The London Collection by William & Son, which is featured in the Financial Times’s How to Spend It magazine in December, will be available in the retailer’s Mount Street boutique from December 5.