Hot 100 2013: Giles Deacon

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On the runaway success of his jewellery collection, Libertine

By Steve Spear

There is more than one way to become a successful fashion designer. For some it’s about cutting couture dresses for the mega rich, for others it’s about sexy catwalk shows and awesome scent sales, and for more it’s about pushing the boundaries of design and, sometimes, taste.

Giles Deacon though, has done it his very own way. Years spent cementing his own quirky fashion-forward reputation on the increasingly well regarded runways of London have been supplemented by lucrative collaborations with the likes of Converse, Mulberry and New Look. They are all ways to get his ever-more influential designs out to a style-hungry public clamouring for a taste of the LFW designer’s own brand of kookiness, something that seems to have been important to the Darlington designer all through his career.

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And so the move to debut his jewellery line Libertine on QVC was not quite the head scratcher that some style snobs made it out to be. Au contraire. By selling them on TV and even presenting the collection himself he made the launch an event, and a democratic one at that, which picked up a generous amount of PR along the way.

“I was delighted to launch the Libertine collection in collaboration with QVC and to become part of their history of designer collaborations,” says Giles. “The new jewellery line was designed with QVC’s customer base
in mind.”

No one can doubt the success of the launch as, on Sunday March 10, it melted the TV channel’s sales lines, selling out in minutes, helped along by a camera-friendly Giles as guest presenter. Among the wearable and affordable pieces were thorned hoop earrings and a Scorpio necklace, while his Swarovski crystal Tetris ring sold out entirely in just 80 seconds.

“I think home shopping is a totally viable, interesting outlet for my products – it’s a great way to bring my label to a mass audience.”

We agree it’s been an impressive move from Giles. His fans are happy to pick up a slice of Deacon design, he must be happy with both the profit and PR, and QVC will be likewise pleased to have further cemented its rep for solid selling. As for those who sniffed at the whole move, well, as Deacon says, they should just get over themselves.

This Hot 100 Tresor Paris Trendsetter profile was taken from the Professional Jeweller Hot 100 2013 book. To read the digital book in full, click here.
 

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