Treasure competition 2011 winners revealed

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Laura Gravestock, Trisori & Natalia Schroder win stands at Treasure.

The winners of Professional Jeweller’s annual Treasure competition have been decided with Laura Gravestock, Trisori and Natalia Schroder each winning a stand at London Jewellery Week selling show Treasure in June.

After making it into a shortlist of 10 designers chosen by a panel of industry judges, the jewellery designers battled it out online over the past week to secure the highest number of public votes online at professionaljeweller.com.

The competition proved to be bigger than ever, attracting more than 21,690 votes and sending the traffic to professionaljeweller.com rocketing. The voting hit a peak on the Thursday with visits to the website hitting more than 4,000 visits in a single day.

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The final tally after a week of voting showed Laura Gravestock in first place with 24.8 percent of the votes, Trisori in second place with 22.9 percent and Natalia Schroder in third place with 21.3 percent of the votes. Each of the top three designers have secured themselves a free stand at Treasure.

Following closely behind the winners was Momocreatura which throughout the week dipped in and out of the top three slots. Up until the night before voting closed Momocreatura had been in third place, proving that the designer really did come a close second.

The other designers shortlisted but who did not win this time were – in order of votes received – Ros Millar, Mabel Hasel, Emily Margaret Hill, Jewellery by Priya, Susie Warner and Elizaveta Gnatchenko.

The three winning designers employed a number of legitimate tactics to drive online votes.

Laura Gravestock enlisted the help of some celebrity friends, including Andrew Lloyd Webber’s daughter, to Tweet and blog about the competition. She also offered up one of her Promise necklaces as a prize to encourage votes.

Natalia Schroder set up 16 international online forums promoting the competition and garnering votes from countries outside the UK including Russia and the US. She also ran a lottery for voters, putting five vouchers for a design session with her and three of her Orchid brooches up for grabs.

Trisori ran aggressive Facebook and Twitter campaigns to encourage fans of the brand to vote for them and set up a special dedicated email address for voters to register when they had voted in order to be put into the prize draw for one of its Skull bracelets.

Each of the winners expressed their delight when notified about the results of the competition. Gravestock said: “It has been very stressful [pushing for votes] but I’m very happy now.” Schroder added: “This means everything to me.”

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