INTERVIEW – Pure Jewel at Pure London will be the first jewellery show in the UK for the next buying season


Pure Jewel at Pure London (July 17-19, 2022, at Olympia London) will be the first jewellery trade show, featuring both fine and fashion jewellery, in the UK for the next buying season, and will feature some designers never before seen in the UK, Show Director Gloria Sandrucci told Jewellery Outlook Editor David Brough.

Is a key focus of Pure Jewel to achieve orders for the festive season?

Yes, Pure Jewel is timed for the next buying season in the run up to Christmas. Buyers have already started doing this internationally including attending JCK Las Vegas, but Pure Jewel will be the first opportunity for buyers to cast their eyes over some new jewels in the UK.

Georgia Wang

Georgia Wang

Why should jewellery trade buyers attend the event?

Buyers should attend as it is the first show in the UK for the next buying season. We are also pleased to welcome a host of exciting new designers that haven’t been seen before in the UK such as Amertousi and Oska Murano, and an offering of designers from overseas for buyers to discover. We have carefully curated the space to offer an array of price points, from fine jewellery to fashion pieces.



What will be the most outstanding and innovative features of Pure Jewel? What will be the focus on trends?

The spotlight on fine jewellery is new at Pure London for this season so Pure Jewel is bringing innovation to the show and expanding our audience to jewellery retailers. Many of the Pure Jewel designers will be showcased in the catwalk show presentations and there is also a dedicated jewellery trends presentation on Monday with Stylus.

Will sustainability be important for Pure Jewel? How will this theme be communicated?

Sustainability is at the heart of Pure London and therefore of Pure Jewel. We will have a Sustainability Trail across the show for this season to celebrate and recognise sustainable collections and pieces.

What progress have you made so far to book exhibitors? What types of potential exhibitors are you still looking to attract to the show?

We are excited to welcome a diverse selection of designers including Amertousi, Oska Murano, Alina Salabin, MG Diamonds, Rancangelo, Georgia Wang. Space is very limited now but we have been curating an edit of fine jewellery and fashion to ensure we meet the needs of all our buyers.

Alina Salabin

Alina Salabin

What types of professional visitors are you aiming to attract to Pure Jewel?

We will be looking for the whole industry to network at the event. Designers, Retailers, Press, Influencers are all encouraged to come and visit Pure London – it is going to be a very special moment to open the doors after a two year hiatus due to Covid.

What will the layout of the show be like, in terms of synergies between jewellery and fashion?

Pure London is an edited show with very well-defined areas across Womenswear, Accessories, Footwear, Pure Jewel plus our sourcing show Pure Origin, so offering an easy journey and way to experience the show to both brands and buyers is key. 

In terms of synergies between fashion and jewellery it’s worth looking at what is happening on the high streets; fashion boutiques have started to sell more luxury jewellery and consumers are buying quality pieces that are made to last, so Pure London is definitely the perfect platform to showcase jewellery. Pure Jewel exhibitors will have the unique opportunity to meet both jewellery and fashion retailers and therefore expand their target reach and benefit from cross-buying opportunities.