A packed 10th anniversary year made the Mawi founder a Trendsetter.

Just who has made it into the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partner Ti Sento won’t be unveiled until September 4, so 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 fashion maven Mawi Keviom whose successes with jewellery brand Mawi, including awards, collaborations and a new shop, made her a dead cert as a Trollbeads Trendsetter.

Mawi Keviom is celebrating her brand Mawi’s 10th anniversary this year and her evolution from niche jewellery designer to must-have brand.


This year has been a benchmark for the designer and just some of her achievements over the past 12 months include collaborations with Asos, Hugo Boss and Disney Couture, winning Luxury Brand of Tomorrow at the Walpole Awards and opening her own shop in London’s Shoreditch.

“It is testament of our hard work and perseverance,” she says. “In the next five years we want to expand and open Mawi stores internationally, while continuing to design new collections.”

While the year has been packed with highlights, one of the most special moments for Mawi and her husband Tim, who also works in the business and who she chose to pose for her Hot 100 photo with, has been the opening of the brand’s first store. The shop opened earlier this year with a bright and colourful funfair theme and a celebrity-packed launch party.

“Not only did the event go well but we also attracted a lot of attention for daring to launch a luxury brand in the East End,” she explains. “It is a trend that will continue with whispers of super brands following our lead and moving into the area.”

As a trendsetter, Mawi is clearly influencing other luxury brands, such as Hugo Boss for which she designed catwalk jewels, but by applying for the Walpole Awards she has also allowed herself time to study her own brand from top to bottom as she prepared her entry. “The Walpole committee and mentors have enabled us to look at the brand outside of the norms which we have applied and it has opened our eyes to the wider context of luxury,” she explains.

Mawi achieved sell-out status with its Pretty Tough collection, which was inspired by the masculine lines of men’s jewellery, and so the designer says that the next step for brand will be to develop a men’s line called Sir by Mawi, which is due to launch early next year.

“We want to grow the retail and online business as well as enhancing customer relations,” she says. “Tim and I want to widen our distribution further, keep growing the brand profile and conquer new territories.” And with its team of fans and its recognisable style, there is no doubt that the brand will do just that.


This interview was taken from the Professional Jeweller Hot 100 2011. This year’s list and photographs will be unveiled at an exclusive invite-only party at The Freemason’s Hall in London on September 4. To find out how you can get invitations as a sponsor email andrew.martyniuk@itp.com.