Belgian brand to exhibit at Jewellery Show London in June.

Belgian jewellery brand Hulchi Belluni is set to grow its distribution with fine jewellery retailers in the UK.

The brand, which currently sells through a number of independents including Martin & Co in Cheltenham and Allum & Sidaway, is being overseen by Elmstone Marketing and PR’s Carolyn Whitten-Brown and distributor Guy Allen. It will make its UK trade show debut at the Jewellery Show London in June.


Allen said: "Hulchi Belluni is the whole package. It’s just what jewellers are looking for and the feedback from the UK is that it is a competitive brand in-store."

He added that he was impressed with the brand’s 360° offer, including packaging, point of sale, shop-in-shop areas, marketing imagery and commercial fine jewellery products.

The brand’s collections are made in 18ct gold with starting RRPs of about £700, with designs such as pave diamond stacking rings and stretch bracelets set with gemstones. Certain items can also be made bespoke for clients.

To date the Hulchi Belluni’s Fiji gemstone collection of stud and drop earrings, pendants, cocktail and stacking rings has proven to be a UK bestseller.

The brand is inspired by the teachings of Feng Shui, with its founder Martine Hul incorporating Feng Shui into the collections and even the brand’s BaselWorld exhibition stand.

She told Professional Jeweller: "We hope we will have a lot of success in the UK as England is the second country after China where Feng Shui is most popular. We use happy symbols in our collections such as the rose and all Hulchi Belluni designs are very round or organic with no sharp or pointed edges."

Hul added that European demand for the brand is strong, in particular in its home country of Belgium, while the US, Canada, Russia and Qatar are also key markets.