H Chalfen to unveil rebrand to Chalfen of London at CMJ trade event

Luxury diamond jewellery manufacturer and brand H Chalfen Ltd is set to reveal its rebrand to Chalfen of London at the forthcoming Company of Master Jewellers (CMJ) trade event this weekend.

H Chalfen Ltd was acquired by new owners in February this year and this weekend’s event marks the first time the company will exhibit as Chalfen of London, using it as a platform to debut its new logo and associated branding.

The ethos of the brand under the new ownership is to build on the H Chalfen legacy, which dates back almost 50 years, keeping a focus on the quality of stones and mounts, while bringing a new twist to products.

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The strapline for the rebrand is “A Promise Set in Stone”, designed to reflect the company’s promise to deliver the finest that British luxury jewellery has to offer to the very best retailers in the UK.

Chalfen of London recently appointed former Stephen Webster and Garrard designer Kirstie Farquhar as its new designer. She will work alongside company director Howard Levine to ensure that Chalfen of London’s designs are both eye-catching and relevant to the trade.

Commenting on her appointment Farquhar said: “Chalfen of London is renowned for the quality of the materials it uses to create its jewellery, but since joining I have been even more impressed by the dedication the team show in sourcing the very best diamonds in the world.

“It is a great privilege for me to be able to use the highest quality raw elements when creating innovative designs that draw inspiration from London, a city that is at the heart of this true British brand. Watching these pieces come to life, all manufactured in the spiritual home of jewellery in Hatton Garden, has been an incredible experience for me.”

The company has also recently opened a new office in Hatton Garden which also houses a dedicated training and showroom space, enabling the brand to deliver relevant training and support to all its retail partners.



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