IJL wows with Boulevard on opening day


New feature attracts hoards of first-day jewellery buyers.

International Jewellery London opened its doors in the city’s Earl’s Court this morning to a flood of waiting retail jewellers keen to see the show’s new Boulevard feature and source new jewellery from watch and jewellery brands for vital Christmas offers. 

The Boulevard is International Jewellery London’s central aisle, which plays host to many of the industry’s best known names at the show. The avenue leads down to the Boulevard Bar and the IJL Runway, a jewellery catwalk that is launching at the show this year.

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“The Boulevard is the sparkling focal point of the show, featuring fantastic brands along with areas for relaxation, entertainment and inspiration. I expect jewellers will start their days here, before exploring the extraordinary collections on show throughout the exhibition,” said event director Sam Willoughby.

Danish brand Aagaard has a prime position on the Boulevard, and will exhibit at IJL with its classic beads along with designs from its recent acquisition, Kranz & Ziegler.

Dower & Hall will be showcasing Memento – a new romantic collection of scripted silver & gold jewellery that pays homage to love. Comprising weighty rings, tactile pendants and pretty earrings, each piece in the collection is intricately engraved with touching sentiments.

Gecko is celebrating its 20th anniversary at the show with a presentation of modern designs in gold, silver, crystal and diamonds that are designed to appeal to independent jewellers looking for inspiration at every price point.

Award-winning designer jewellery brand Missoma is introducing a stunning collection of innovative, contemporary jewellery in a variety of bold, colourful and directional designs. Missoma jewellery is available in both 18ct gold vermeil and sterling silver set with an array of exotic semi-precious gemstones.

Chamilia is expanding beyond beads into what it describes as “the personalised accessory” market. Its latest range, Sojourn, promises an exciting new direction for the brand and its retail partners.

London Road has dramatically ramped up its trade sales this year, and is showing several new collections at IJL including the Black Diamond Tassel collection and Willow, a new pearl collection created exclusively for the company by designer Hannah Bedford.

Euro Pearls will be showcasing three distinct finished jewellery collections alongside its vast stock of high-quality loose freshwater, akoya and South Sea pearls. Perlissimo is a contemporary collection made using sterling silver and high quality freshwater pearls. Takara is re-launching with a new collection of beautifully crafted 9ct and 18ct gold jewellery. Yoko is its premium collection containing some of the most striking and unusual pearls designed in the most magnificent settings.

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