Jenny Packham commits to Goldsmiths

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Executive director of Goldsmiths, Craig Bolton, exclusively shares with Professional Jeweller all the sparkling details about the jewellery retailer’s new collaboration with renowned British fashion designer Jenny Packham.

Jenny Packham is a British designer best known for her bridal gowns and ready-to-wear collections. This autumn, she’s partnered with luxury jeweller Goldsmiths to launch an exclusive bridal jewellery range in the UK.

The Jenny Packham brand launched in 1988 with an evening ready-to-wear collection. Over 25 years later, the designer has stores and showrooms in London, New York, Paris and Hong Kong and her extensive range of clothing, lingerie and accessories can be found in the likes of luxury department stores Harrods, Selfridges and Harvey Nichols.

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The designer has enjoyed a very successful career so far, notably The Duchess of Cambridge is often spotted wearing her gowns, so for Packham, designing a bridal jewellery collection was an exciting next step and jewellery retailer Goldsmiths jumped at the chance to be a part of this venture.

“Our buying team has been conducting extensive research in the bridal market and we recognised quite quickly that there was a significant gap within the bridal jewellery market for a luxury British bridal brand,” explains Goldsmiths executive director, Craig Bolton. “Therefore, we took the decision to partner with the synonymous British bridal brand — Jenny Packham.”

Bolton continues: “Our two brands have very similar values, and we both cherish key milestones within our customer’s lives, celebrating each individual bride whether it be through their gown choice or choice of engagement and wedding rings.”

Celebrating and supporting British talent is also very important to Goldsmiths and the store’s customers, so to have the opportunity to collaborate with such an iconic British designer has been incredibly special.

The team at Goldsmiths worked  extremely closely with Packham and her team to design and develop a collection that symbolises the elegance and beauty of every bride.

The end result? Three striking bridal suites designed around a unique engagement ring, which has been complemented by a pair of earrings and a necklace pendant. The exclusive pieces will launch September 26.

“The Jenny Packham collection has been exclusively designed with our customer in mind,” explains Bolton. “The collections have been developed to encompass a pendant and earrings that sit perfectly with the engagement and wedding rings, completing the perfect look for the bride on her special day.”

He continues: “The range will be available in 18ct white gold. Selected lines will be available online in platinum. There are various carat weights within the Jenny Packham range starting from 0.40cttw – 1.40cttw.”

From the golden ages of cinema to the natural wonder of the Northern Lights, stars have provided a rich source of inspiration for the Jenny Packham X Goldsmiths collection, which sets a celestial scene, played out with classic-cut diamonds and fine delicate details.

The three suites have been titled Gloria, Aurora and Étoile to reflect the star inspirations behind each set.

“It was natural that our collection of diamond jewellery would reflect our attention to detail, dedication to quality and my love of embellishment,” explains Jenny Packham.

“The idea of ‘star’ as inspiration has a dual interpretation, reflecting my interest in both the cosmic and cinematic star. Inspirationally it gave us unlimited sparkle allowance!”

The Gloria collection has been inspired by Gloria Swanson, the epitome of old Hollywood glamour and leading lady of the golden age of cinema. The Aurora range looks to the sky as it takes its designs from the brightest cluster of stars, while Étoile, meaning ‘star’ in French, pays homage to stars in their purest form, and encapsulates the signature Jenny Packham style; romantic, feminine and intricate in detail.

Packham comments: “My love of sparkles is no secret and whilst crystals and sequins can suffice — diamonds are my new best friend.”

She continues: “Partnering with Goldsmiths has been a dream come true. I really can’t remember who initiated the idea, but I remember when we met there was a feeling of excitement. Designing bridal-wear has always given me a great personal reward, so to create a collection of diamond jewellery is an extension of my desire to create beautiful timeless designs which will become part of someone’s history. The combination of established quality and the Jenny Packham design aesthetic has been inspiring, resulting in a collection both beautiful and desirable.”

The Jenny Packham X Goldsmiths diamond rings  will start from £900 and go up to £7,800, while the jewellery ranges will begin at £600, with the highest piece reaching £1,140.

“It was important to Goldsmiths and Jenny Packham that the collections were accessible to everyone,” says Bolton. “We hope the exclusive Jenny Packham collection will appeal to all brides.”

The Jenny Packham collection will be stocked in 55 Goldsmiths stores across the UK and the full range will be available online. The exclusive pieces will be displayed in store alongside an eye-catching campaign video which captures the romance and femininity of the ranges.

To promote the new partnership, Goldsmiths will be using its digital resources. Bolton explains: “We have a strong social media presence and will be using our channels to offer our customers a behind the scene look at our design process and collections. We’ll also be providing an in depth look into the collection through our website blog.

“In addition, we are excited to be a co-headline sponsor at the Conde Nast Brides — The Show for the second year and we will be taking the collections with us to showcase to brides from all over the country.”

In the future Goldsmiths is planning to expand the Jenny Packham range to focus on seasonal launches, working closely with the British designer to ensure the final products are aligned with her gowns and ready to wear outfits.

Photo credit: Christopher O’Donnell.

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