Visionary founders of Adron Insight make it into Aagaard Trailbalzers.

As we look forward to the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partner Ti Sento, we indulge in a bit of looking backwards to the leading lights of the jewellery industry that made it into the Hot 100 2011. Today we’re celebrating Maia Adams and Juliet Hutton-Squire, founders of jewellery trends analysis business Adorn Insight, whose visionary translation of catwalk trends into easy-to-comprehend jewellery applications won them a place in the Aagaard Trailblazers section of the book. 

The traditional jewellery market can be slow to bow to the inevitable forces of fashion, but Maia Adams and Juliet Hutton-Squire are working to help the industry embrace trends with a newly launched jewellery trends analysis service Adorn Insight that aims to make trends a less scary word for jewellers.


South African Juliet has been making a name for herself in the British jewellery industry over the past 18 months, first staking a claim on the jewellery scene with the launch of popular consumer jewellery website Adorn London, which documents her love affair with jewels and fashion. As a trained goldsmith and former jewellery buyer, Juliet has combined this knowledge with a love of trends to make the site a haven for jewel fiends.

While Juliet was raising her profile through exercises such as appearing on QVC, Maia was ingraining herself in the jewellery industry in a quieter way. She published a book called Fashion Jewellery: Catwalk and Couture last year while lecturing at Central Saint Martins and keeping up a day job as a journalist for a contract publisher.

When the two met they struck upon the idea for Adorn Insight. The business is a subscription-based service that provides detailed breakdowns of global trends, how these will be interpreted at a jewellery level and also gives grass roots advice on how to translate the trends into an actual piece of jewellery. In Juliet’s own words, Adorn Insight aims to “provide relevant trend information to an industry that has been overlooked”.

“Taking Adorn Insight from a nugget of an idea to a viable proposition with clients in only 12 months has been an amazing experience,” says Juliet. “To get the ball rolling we have been our own PR machine. We’ve done everything from designing a website to writing our press releases, collaborating with emerging jeweller Myia Bonner to design our neon flash Faux Rock promotional ring to walking the aisles at BaselWorld.”

The girls have also written a regular trends feature for Professional Jeweller each month, which Juliet describes as “a wonderful opportunity, giving us great contacts”.

The going has been tough in the first year of Adorn Insight but the girls say they were prepared for an uphill struggle. And as for 2012? It’s full steam ahead.

This interview was taken from the Professional Jeweller Hot 100 2011. If you or someone you know has had a great business year and are hot enough to be part of the Professional Jeweller Hot 100 2012 then click here for more information about the nomination process.