Designers use social networks to promote entries in Treasure contest.
Ever since Professional Jeweller was launched as a magazine and online brand, I have heard critics tell me that the jewellery industry is not interested in new fangled gimmicks like the Internet.
I never believed the luddites then, and I certainly don’t believe them today as I witness a 21st century battle emerge over a competition to win a free stand at London Jewellery Week’s Treasure exhibition.
Professionaljeweller.com revealed a shortlist of 10 rising stars of jewellery design yesterday, all of which are vying to earn your votes to win the free Treasure stand.
By close of play on the first day that the short list was announced, over 1300 people had looked at the entries and a third of them had cast their votes.
The fight for votes wasn’t only playing out on Professionaljeweller.com, it was also being waged on social networking sites. Short listed designers Eastern Mystic Jewellery and Zelia Horsley had both encouraged their Facebook fans to vote. Tink Jewellery took to Twitter to drum up support for its designs.
What really counts is the quality of the designs that are fighting to win this competition, but modern designers understand that creativity and talent in the workshop are only half the battle. To win in today’s connected world, jewellers must embrace the latest digital techniques. Several in this month’s Professionaljeweller.com competition are doing just that.