From Guatemala to the Iberian Peninsula via a fantastical Winter Wonderland, this year’s best collections from emerging brands have reflected our desperate need for a good holiday.

View the winner and highly commended in the Professional Jeweller Collections of the Year 2021 Emerging Brand category below:

WINNER: Vurchoo – Studs of Hope


Vurchoo’s Studs of Hope is designed to be an evergreen collection of affordable earrings that simultaneously represent and support the countries they are inspired by.

More specifically they were designed with the aim of helping children around the world escape poverty and find education. Comprised of gold, silver and mixed metals, as well as ethically sourced gemstones, Studs of Hope was created to bring ethical jewellery to the masses.

From the colourful Not So Evil Eye of Guatemala to the simple Lapis Lazuli of Honduras and the Golden Clover of Uganda, each piece in the range comes mounted on a card that shows the region buyers are supporting by purchasing one of the Studs of Hope pieces.

For every pair sold, Vurchoo gives 10-25% of profits to charities in the UK and overseas via its UK partner, registered charity Teach a Man to Fish.


Alice van Cal – The Alice

With The Alice, the brand’s magnum opus, its message to those who wear its jewellery is to become the best version of themselves that they can be, and to not to be afraid of self-development or the endless possibilities that every single day offers to us all.

In this spirit, its unusual and indefinable The Alice jewellery piece can be worn either as a necklace, a bracelet, a wrap-around hand jewel or as an earring drop. There is even a ring attachment.

Ark Jewellery by Kristina Smith – Arabesque Gold

Its maker revealed that this collection was inspired by a visit to a medieval palace in the Iberian Peninsula, especially its Moorish architecture, gardens and legends.

Kristina Smith used computer-aided design (CAD) and 3D rendering, drawing on rich natural colours of blue, green, burnt orange, wood and terracotta, to bring to life the pieces that initially started out as nothing more than hand-drawn designs.

iXXXi Jewelry – Winter Wonderland

The Dutch brand’s jewellery may be relatively new to the UK, but the company has in fact been operating in Europe for several years. It believes the Winter Wonderland collection to be the pinnacle of its design efforts so far.

Through interchangeable stacking rings, consumers are guaranteed a design that is unique to them. The collection includes opal-colored stones, snowflakes and sandblasted 2mm and 4mm fillrings, all of which are winter-themed.

Find out the winners and highly commended collections in all other nine categories here.