By David Brough
Visitor turnout was high at the inaugural edition of Pure Jewel at Pure London, featuring state-of-the-art fine and fashion jewellery designs, auguring for strong enquiries and orders.
Visitor attendance was brisk from the outset around the NAJ-backed Pure Jewel showcase within the Pure London show at Olympia London, the first in-person jewellery trade show for the next buying season in the UK this year.
This is the first time that fine jewellery has been added to the traditional fashion jewellery offering at Pure London, responding to the fast-changing requirements of larger-scale fashion retailers who are now boosting the choice of jewellery designs available to their customers, incorporating more fine jewellery.
London-based jewellery designer Georgia Wang
“The launch of Pure Jewel at Pure London is so positive for the industry. No other show offers the same mix of fashion and fine jewellery and access to fashion, accessory and lifestyle retailers,” Pure London Show Director Gloria Sandrucci told Jewellery Outlook.
“The collections look stunning taking centre stage at the front of the show, and the feedback from visitors so far is very encouraging. I’m really excited for the future of Pure Jewel and developing it further for the February 2023 show.”
Highlights at Pure Jewel included artistic handcrafted pieces by London-based Amertousi, and cutting-edge designs by Georgia Wang.
Across the exhibition hall, bathed in natural light on a very hot day, the Sicily pavilion featured highly colourful jewellery by Fiori d’Arancio, a designer fashion brand inspired by Victorian-era handcrafting in Sicily.
Fiori d’Arancio, Sicily pavilion
The event presented well-attended fashion seminars in the Catwalk area, discussing the future of sustainable and ethical fashion, trends and other topics, and attracted creative industry leaders for its networking opportunities, such as fashion commentator Ash Allibhai.
Fashion commentator Ash Allibhai
Pure Jewel at Pure London runs at Olympia London until July 19, 2022.