We hear from Jewellery Week’s MD about plans for the week beyond 2013.
Jewellery Week has ensured highs and lows in its six-year history but MD Della Tinsley has not let that perturb her. She tells us about new supporting partners and why this year’s events have paved the way for a future National Jewellery Week.
The sixth Jewellery Week took place this month, returning to London – and beyond – celebrating jewellery designers and retailers from across the UK.
Jewellery Week’s managing director Della Tinsley has been at the helm for half of its life, driving the week forward and winning funding from industry partners. Under Tinsley’s guidance Jewellery Week has developed – the Treasure show has moved to Somerset House, which has helped to bring further consumer interest, and the launch of JewelEast two years ago in partnership with Old Spitalfields market gives independent jewellery designers a chance to showcase their work. She tells us about the 2013 Jewellery Week and what to expect in the coming years.
Professional Jeweller: What was new for Jewellery Week this year?
Della Tinsley: Jewellery Week continues to evolve and each year we work with a broader cross section of the industry. This year we launched High Street Gems, a UK-wide shop window competition and many of the jewellers and retailers that took part hosted store events during the week. Both the Jewellery Show London and Treasure at Somerset House were larger this year and Treasure had more international jewellers showing. We also hosted a Swarovski, BJA and GIA trail at Treasure. Greenwich hosted its first jewellery trail and there was the opportunity to win a shop during Jewellery Week on Greenwich High Street. Finally we worked with the famous Ivy Club on a series of intimate events.
PJ: How did jewellers and companies outside of London get involved with Jewellery Week 2013?
DT: We had an increasing number of enquiries from jewellers and retailers out of London asking how they can get involved with Jewellery Week 2013, hence the launch of the High Street Gems competition. The theme was Great British Design and we had a response to the competition from retail trailblazers such as CW Sellors, Green + Benz, William Cheshire, Baroque, Justice, Marmalade and Johnny Rocket. The winner gets national and trade press coverage and big prizes. It is part of our Mary Portas-style call to help bring back the bustle to our town centres. Jewellery Week called on businesses, local authorities and shoppers across the county to get behind the campaign and put jewellery retailers back on the map. This forms part of our long term strategy for a National UK Jewellery Week.
PJ: How has the Week matured since last year with a view to sponsorship and new businesses helping to support it?
DT: As we work without public funding Jewellery Week relies on the sponsors and partners that we work with to promote and support the industry. Key supporters are of course i2i who organise Jewellery Show London, as well as Somerset House, The May Fair Hotel, Greenwich Hospital and Old Spitalfields market. The GIA has joined us this year as did PR contacts and news provider Fashion Monitor, restaurant group Caprice Holdings, the British Jewellers’ Association, findings company Bellore, Swarovski and finally Holts Academy as education partner.
PJ: How did you get retail buyers and members of the public involved with Jewellery Week this year?
DT: Our team and partners work very hard to ensure all eyes are on the jewellery industry during Jewellery Week. Last year we were delighted to be invited to host the Jewellery Show London and Treasure at Somerset House and we feel that this is now our London hub. In 2013 we concentrated our energies on further building our audience, attracting visitors from both the UK and overseas. In the last six months the Jewellery Week team has focused on partnerships and opportunities which will put jewellers in front of an audience who have the knowledge, appreciation and desire to invest in great design and craftsmanship. Jewellery Show London attracts international and UK buyers and I believe Treasure is the UK’s definitive retail event to sell your jewellery directly to consumers and create brand awareness.
PJ: What was your personal highlight of this year’s Jewellery Week?
DT: We were very excited about the shop window competition; I could not wait to see the entries and it was great getting people championing the UK’s retailers. On a personal note my birthday is just after Jewellery Week so I always look forward to treating myself to a piece of jewellery at Treasure.
This Q&A was taken from the June issue of Professional Jeweller. To read the magazine in full, click here.