HOT 100 2011: Amber Atherton & Alexander Davis


From Paris Fashion Week to a collaboration, this is a power pairing.

Our photographers have been out taking shots for the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partner Ti Sento at this very minute, but those chosen won’t be unveiled until September. Until then we are looking back to the leading lights of the jewellery industry who made it into the Hot 100 2011. Today is the turn of Trollbeads Trendsetter Missoma founder Marisa Hordern who bounced back onto the scene through a collaboration with IBB London.

If there is such a thing as a jewellery power couple of 2011, you are looking at it. Amber Atherton and Alexander Davis are an unlikely pairing – she is a former model and TV star that operates in the upper echelons of society, he is a former scientist and down-to-earth jewellery designer – but the coupling works perfectly.

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Amber and Alexander first met during Paris Fashion Week when Amber was setting up her online jewellery boutique My Flash Trash and was looking for jewellery designers’ work to sell through the site. At the time Alexander was working on jewellery collections inspired by scientific themes such as DNA while she had just completed an internship at Vogue (during which time she was rumoured to have employed her own interns) and announced the end of her modelling career in favour of retail. For some reason, it was professional love at first sight and the two set about not only setting up a supplier-retailer connection but also collaborating on a joint collection, Typhoon Palace.

In the intervening months between announcing the collaboration and completing it, Amber’s fame stepped up a gear when she appeared as one of the central characters in reality drama Made In Chelsea, which followed the society lifestyles of Amber and her well-connected friends. Alexander kept out of the filming, although his new shop in London’s Duke Street, which has been a source of pride and a challenge for him this year, did make an appearance.

“Moving to a London premises on my own has been a big challenge,” he says. “In this tough climate one has to work hard to generate high-end jewellery sales.”

When Amber and Alexander launched Typhoon Palace during London Jewellery Week in June, at a trendy night club in central London, it was attended by a host of celebrities, including Mischa Barton, making it without a doubt the hottest ticket during LJW.

As well as adjusting to her TV fame, Amber is continuing to push forward with My Flash Trash and says that she is enjoying the experience as the site gains more recognition. “People no longer view us as a fashion blog but a serious e-commerce contender that’s giving jewellers a new platform for sales and international recognition,” she says.

Amber has a great understanding of the fashion retail world, Alexander is a great technical jeweller and together the two perspectives complement each other and the pair have enjoyed learning from each other.

“Sketching and creating a narrative around the designs, learning my way around the crevices and nooks of Hatton Garden, falling asleep at the bench; it has all been a huge learning experience,” says Amber.


Tags : alexander davisamber athertonHot 100typhoon palace
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