Deci London to target boutique jewellers

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Deci London is hoping to make the step up from selling to a close circle of private customers to establishing sales channels with boutique jewellers in several UK towns and cities.

“I am currently selling mainly to a small group of private clients who either buy existing pieces from my collections or have commissioned bespoke pieces,” says company founder and designer Dessy Tsolova.

“My hope and aim is to be stocked by a few select jewellery and fashion boutiques, places like Astley Clarke, EC One, Liberty, Browns – respected stockists who support emerging designers,” she adds.

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Tsolova is determined to get the attention of consumers with a stand at London Jewellery Week’s Treasure exhibition, and with the trade at International Jewellery London.

“As a young brand you can imagine marketing is done on a shoestring. Participating in events like Treause and IJL are very important to me as they not only serve as marketing tools but also help me grow my business,” she explains.

In the future, the business intends to strengthen its online presence and reach out to customers via social networking sites as well as building stronger relationships with fashion and trade magazine publishers.

Deci London’s 2010 collections come in three lines: Classic, Delphi and Roma.

The Classic Collection pays homage to the art of carving emeralds. Various shades of carved emerald stones are offset against rich yellow gold. The combination of brushed and shiny finish, together with the simple, clean lines of the designs bring the beauty of the stones into life of their own. The collection features rings, earrings, necklaces and pendants.

The Delphi Collection is inspired by Greek mythology and the ancient city of Delphi, known as the “navel” of the world. Warm yellow gold is hammered into circular shapes, round cabochon stones glisten inviting to be touched and tried on. The collection features rings, earrings and necklaces.

In the Roma Collection, golden strands of wire are wrapped around carved emeralds, as if to trap the stone and protect it. Roma pieces play with the notion of rough and refined surfaces presented together in rings, earrings and pendants.

Retail prices for collections range from around £1,000 to £2,500.

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