David Morris targets younger demographic with playful new collection

London jeweller David Morris has unveiled a brand new collection designed to attract a younger demographic of consumers.

Launching in David Morris stores from May 2018, the new range, which has been named ‘Berry’, targets a more discerning fashion conscious client, one who seeks affordable pieces with qualities only found in high jewellery.

Berry has been designed with the British brand’s younger client base in mind and has been strategically devised to adapt to modern shopping trends.

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Drawing inspiration from traditional scrumptious sweets, consumers can ‘pick n mix’ to create a unique style.

For stacking rings, to single earring designs that can be worn as studs, or ear jackets, customers are invited to build upon the collection with adaptable and interchangeable elements.

For spring, Berry designs take on three warm central colours: turquoise, pearl and peach coral, adorned with pink sapphires to achieve a distinctive look.

The three soft pastel colours form its chromatic backdrop. In a stroke of genius, the warm tones of each bead have been selected to create the illusion of ‘berry’ sweet, each individually crafted in rose gold and boasting a pink sapphire flower in its centre, a gentle nod to the House’s brand colour.

Each design complements one another when layered and are reminiscent of the excitement of choosing childhood sweets from the local sweet shop on a playful summer afternoon.

Starting from £2,000 a piece, it is the jeweller’s most accessible fine jewellery collection affording luxury lovers who don’t yet own a coveted David Morris creation the opportunity to buy into the brand.

View the range here:

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