Danish brand to have presence across runway at centre of trade show.
Danish jewellery brand Aagaard has been confirmed as the sponsor of this year’s International Jewellery London (IJL) Runway.
The catwalk, which will run the length of the fashion-led Boulevard section of the hall, will have shows running twice a day during the annual trade show, that is held in September at London’s Earls Court.
The new sponsorship with Aagaard, known for its Lovelinks charm bead collection, comes as the brand continues to expand its presence in the UK. Henrik Esborg, sales director at Aagaard, said: “The runway is designed to inspire and excite visitors, as well as add a real buzz to the show floor. As stunning design is at the heart of our brand, sponsoring the runway is a natural fit for us and we are delighted to be involved in such a high profile project at IJL.”
Two catwalk shows are scheduled for each day of the UK jewellery event, providing visitors with a showcase of designer jewellery. The shows will be themed, with focuses on all aspects of jewellery design including modern vintage and Fairtrade and ethical jewellery designs.
Returning IJL event director Syreeta Tranfield said: “IJL was the first of the UK jewellery trade shows to feature a catwalk and we have decided to re-create this initiative at the 2011 show to highlight the superb quality and diversity of design and craftsmanship at the show. What makes it different, however, is that each catwalk show during the four days will be unique in order to generate maximum interest and freshness.”
IJL event co-director Sam Willoughby added: “Innovative design and the latest trends are very much the focus at IJL and the runway will provide a fantastic opportunity to really bring these to life for retailers and buyers alike. The Boulevard, where top UK and international brands and designers exhibit, provides the ideal setting to run catwalk shows to ensure that everyone has an excellent close-up view of the jewellery.”