Welcome to the 2021 Professional Jeweller Collections of the Year, our annual celebration of the most commercially successful and visually exciting wholesale ranges launched into the UK jewellery market over the past 12 months.

Over the following pages we invite you to discover the 40 jewellery collections that have inspired, delighted and – most importantly – won sales for UK jewellery retailers this year. In each of the 10 categories you will find a winner and three highly commended collections.

This year the categories cover fine jewellery, fashion jewels, bridal styles, men’s collections, silver designs, pearl pieces, personalised ranges, ethical jewellery and collections from emerging brands and designer-makers.


Professional Jeweller opened the Collections of the Year nomination process in October, with record numbers of retailers writing in to tell us which ranges have dominated both online and in stores this year.

Once the wide range of nominations was whittled down to just four collections per category by the PJ team, the finalists in each category were put to the public vote on the Professional Jeweller website.

Readers and fans of the brands were able to vote to determine which range was most popular and deserved the title of Professional Jeweller Collection of the Year.

Some might say this method turns the competition into a popularity contest, and we wholeheartedly agree! The Collections of the Year seeks out ranges that have the power to sell, and what better way to test brand engagement than a public vote?

In some categories the voting was extremely close, while others looked set in stone from the beginning.

The strength of the battle relied heavily on social media as brands turned to Twitter, Facebook, Instagram and other platforms to drum up support.

So, without further ado, we present to you this year’s Collections of the Year finalists and very deserving winners. Follow the links below to find out which collections won. Congratulations to all included!

Bridal Jewellery


Emerging Brand

Ethical Jewellery

Fashion Jewellery

Fine Jewellery

Men’s Jewellery

Pearl Jewellery

Personalised Jewellery

Silver Jewellery