Pure London trends report

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Tribal, pearls, silver and vivid colours dominate

In the jewellery sector of Pure London, strong fashion themes influencing collections included oversized tribal and African-inspired necklaces and cuffs and necklaces with multiple chains designed to create a layered look.

Pearls continued to dominate, most incorporating a vintage twist with lace detailing or metal chains. Although the majority of jewellery on show at Pure is costume, the trend for natural-shaped pearls has filtered through to fast fashion with misshaped pearls appearing in collections.

Silver-coloured jewellery dominated, with chunky, oversized pieces most common. However, the show did not suffer from a lack of colour: bottle greens, purples and topaz and turqoiuse blues dominated. Bright watches are still strong with plastic and rubber varieties drawing attention.

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Spring/summer themes included floral jewellery and heart shapes with many brands incorporating silver and gold-plated silver into one design.

While most brands concentrated on spring/summer collections, a few stands showcased autumn/winter lines, characterised by glossy stones and earthy tones. Leaves were also a strong theme with skeletal designs in gold, silver and brassy tones.

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