Q&A: Juliet Hutton-Squire, Adorn-London.com

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The jewellery trends bellwether on Adorn-London.com’s first birthday.

Since launching a year ago, jewellery trends website Adorn-London.com has blossomed into a fun source of jewellery inspiration, giving shoppers advice and scouring the catwalks for trends. The site’s founder and Professional Jeweller writer Juliet Hutton-Squire tells us a bit more about what inspired her to launch the website.

Tell us about your career before launching Adorn-London.com.
I started out as a goldsmith, after receiving an honours degree in Goldsmithing and Metal Techniques in South Africa. I set up my own small studio but realised I loved the designing and conceptual development side more than the actual making. South Africa was going through exciting changes and gold suppliers wanted to do more than ship the raw materials out only to import a finished product. I ended up designing and buying 12 collections, from plated to platinum, for a major fashion retailer with 93 jewellery store-within-store concepts. We left South Africa for my husband to take a job in Suffolk and I designed one-off jewellery collections whilst consulting and providing trend information for a big South African multinational gold and costume jewellery suppliers.

What inspired you to launch Adorn?
I am passionate about jewellery – its timeless quality and versatility and its ability to transform a wardrobe and communicate something about the wearer. I wanted to build something where jewellery was the hero, showcasing it in an approachable way, in a way that women could relate to. I hope to dispel the myth of jewellery as something unattainable or only for special occasions.

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Why do jewellery shoppers need Adorn in their lives?
Adorn is there to communicate the versatility and accessibility of jewellery, whatever your budget, age or style. We aim to show the relevance of jewellery in terms of a women’s wardrobe, how she wears it and how she shops it too.

Who is your designer of the moment?
I’m inspired by the trailblazers or those who achieve a unique identity by believing in themselves and their brand, such as Solange Azagury-Partridge and Tomasz Donocik.

As a trained goldsmith, will we ever see an Adorn collection of jewellery?
At the moment my time is taken up with content and development, but I have learnt never to say never, so I won’t rule out a capsule collection.

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