Show’s theme to uncover the inspirations and history of exhibitors.

Jewellery & Watch Birmingham has revealed its 2014 show theme – The Story Behind the Brand – in a bid to boost buyers’ understanding of the people and inspirations behind the jewellery on show.

The announcement of a theme for the event is a first in the history of the annual NEC show, and is something that Jewellery & Watch Birmingham plans to continue at future shows, with every show being assigned a different theme.


According to Jewellery & Watch Birmingham’s portfolio director Julie Driscoll, this year’s theme will enable designers and jewellery makers to use the show to tell their story and outline the inspiration behind their collections, information that can easily be passed on to buyers who in turn can then use this information online and in store as a selling point.

Driscoll said of The Story Behind the Brand: “Jewellery is a really personal purchase and for this reason it is really important for the customer to understand where it has come from. People don’t just buy a piece of jewellery but they buy into the story behind that jewellery.”

As part of this year’s theme, a design motif from Rachel Galley’s Enkai Sun collection has been selected by Jewellery & Watch Birmingham to feature as the hero image across all of this year’s marketing campaigns for the show, with the design also carried onsite at Birmingham’s NEC as part of the interior design of the show.

The show will this year welcome new and returning designers, including Fei Liu, who is returning to Jewellery & Watch Birmingham after several years’ absence, and Allumer London, which will use the show to launch its new men’s range.

Jewellery designer Mark Milton will be launching his own Mark Milton brand at the show – a new retail offer comprising tried and tested lines as well as newly developed designs with an emphasis on gold and 18ct vermeil. The 125 piece range is inspired by the intricacies of the jewellery making process.

Jewerllery & Watch Birmingham will feature 400 jewellery and watch brands including Babette Wasserman, CARAT* London, Charmian Beaton Design, Clogau Gold, Kissing Diamonds, Dryberg Kern, Fable Jewels, Gecko, Hot Diamonds, Missoma, Pandora Jewellery and Tresor Paris.