BASEL Q&A: Henry and James Deakin, Deakin & Francis

Henry Deakin and James Deakin, managing director and creative director, Deakin & Francis

Why is Basel such an important date in the Deakin & Francis calendar?

Basel is an important date not just for Deakin & Francis but for the whole jewellery and watch industry. It’s a great exhibition, covering a vast array of products and attracting customers from all over the world. It’s the perfect opportunity for us to showcase our whole range to new and existing customers – it’s a great chance to network plus a wonderful opportunity to see what else is going on the wider jewellery world.

How did last year’s show go for the business?

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Last year’s show was an extremely busy one – and not just because we have a dedicated and fully stocked bar on our stand! We invested in a new, eye-catching stand with two private areas and a central communal area – making it the perfect space. Our customers, new and old, get what we are doing and what we are offering. We opened accounts all over the world –  in England, Spain, Germany, Greece, Switzerland, America, Australia Azerbaijan – and many more! As a growing brand, Basel plays an important role in our journey and we are excited to see what this year’s show brings and who comes to see us.

What is it about Deakin & Francis that draws people from all around the world to visit the brand at the show?

As a family run, 230-year-old, British brand – Deakin & Francis are masters in the art of design and manufacture. We employ specialist craftspeople for different stages of the jewellery process – so every customer can be assured our pieces are original design, carefully executed and beautifully delivered.

With a range of styles, suitable for every personality and passion – not only do we offer a diverse range, we also guarantee the quality. This, combined with our heritage, makes Deakin & Francis an appealing choice for customers worldwide.#

Deakin Francis SS17

Deakin & Francis will showcase its new Summer Haze range.

What will the brand be focusing on for 2017?

Celebrating 230 years has been a massive achievement for us here at Deakin & Francis – we have seen the company grow into a desired brand and are immensely proud of that. The last year has seen us launch a new website, produce a beautiful new Look Book and launch our innovative new Fundamentals collection.

We are very much focused on the future and looking ahead to 2017 and our plans are to continue to deliver a number one service. Not only are we constantly thinking of our next show-stopping designs, we are also excited to continue to grow the brand through new routes to market and through new marketing initiatives and continue to provide gentleman all over the world with the very finest cufflinks.

What trends to you expect to be popular for cufflinks and men’s jewellery this year?

Here at Deakin & Francis we always like to have a little fun – but last year our biggest lesson was to be different – to be outrageous. Some of our show-stoppers became our best sellers – the hairy Viking cufflinks and mechanical owls for example had fantastic reviews. Deakin & Francis are renowned for having a style for every taste and personality – from classic and sophisticated, to eclectic and quirky. Over the years, our styles have become famous for their diversity. They can depict the wearers personality. Cufflinks are the perfect finishing touch, a glimpse of personality. So, while classic and sophisticated styles will always be a core part of our range, we also expect the trend for eclectic and quirky to remain popular.

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