Brand reacts to feedback from UK retailers with steel and enamel line.

Nomination is showcasing it SilverShine collection at IJL, a range of jewellery designed in reaction to retailer feedback in the UK.

The range offers entry-level prices points for the composable Nomination bracelets, with individual elements costing upwards of £18 for a steel design. The collection has removed the typical 18ct gold elements found in Nomination’s composable collections, but includes black enamel, CZs and surfaces designs such as roses, signs of the zodiac and horseshoes.


The brand is celebrating its 25th anniversary this year and has launched the collection to coincide with the milestone. It says the new range is part of the brand’s drive to continually innovate and adapt in the marketplace, dubbing it a win-win for both retailers and consumers.

Retailers had told the brand that customers’ average spend was dropping, so Nomination created the SilverShine line to offer new price points. The collection has thus been dubbed “retailer guided” and though it is available across Europe, was said to have been pushed by feedback from the brand’s UK partners, with the UK its highest growth market at present.

Men’s collections are also on show at the brand’s stand, as well as its re-launched Freedom line of rock’n’roll unisex jewellery featuring skulls, handcuffs, leather and faceted black stones, a range that had previously worked well in Germany but was thought to be too ahead of its time when first launched owing to its edgier styling.