The Professional Jeweller Awards, set to make its triumphant post-pandemic return in December 2021, has added a new category sponsor.

Dutch jewellery brand Ti Sento – Milano is now partner for the Jewellery Team of the Year (Retail) category.

The awards ceremony is set to take place 14 December 2021 and the full list of categories is available to view now.

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PJ spoke with Judith Lockwood, director of Ti Sento – Milano UK distributor Mesmeric Distribution, to find out more about the company and what the partnership means.

Why did Ti Sento – Milano sponsor the PJ Awards?

Mesmeric Distribution is absolutely delighted that Ti Sento – Milano is to be a category sponsor for the PJ Awards and that is why we have chosen to sponsor the Jewellery Team of the Year category.

While visiting and talking to our retailers we know how dedicated all of the store staff are. It has been a tough year for everyone and we understand that it’s a team effort.

Whether it’s the folks in the office, the repair department, the web and social team or the fabulous people at the front end on the shop floor looking after the customers – it doesn’t matter how big or small the team is, it’s that they work together and are recognised on this special evening for their team work, results and efforts.

What benefit will the awards bring to the jewellery industry?

Any event for our trade that can bring people together has to be a good thing.

The past year has been difficult for everybody and I know in talking with jewellery colleagues we crave networking, talking about industry news, plus we want to catch up with our trade and retail friends and make new ones.

Events like this will do just that and bring some sense of normality, but of course within any regulations that need to be abided by at the time.

To bring so many people together from the many segments of our fabulous world will be wonderful and give something for everyone to look forward to, particularly with it being held in December.

What are you most looking forward to about the return of physical awards after the pandemic?

Technology has played a major part for all of us and enabled many businesses to continue as best as they could through the pandemic and we have all learned new skills because of Zoom and Teams for example.

We all agree there is a place for technology, but nothing can replace people wanting to meet.

For me it will be the sound of a few hundred people being able to unite, to hear many voices, the sound of them talking, laughing, joking, having fun and enjoying themselves – something that we had all taken for granted before.

So, this event will be very special in the run up to Christmas as we can all celebrate together and remember how fortunate and grateful we all are.

What does Ti Sento – Milano offer?

With 18 years in the market Ti Sento – Milano has established itself as a trusted, respected and much-admired jewellery brand that continues to deliver exciting, relevant, commercial and high-quality sterling silver jewellery, with every piece hallmarked.

It is known for its strong core collection, marketing, hand-setting and two highly anticipated seasonal collections. The team and I here at Mesmeric Distribution look to support and work closely with all our retailers every day and are passionate on giving the best care and attention we can to make Ti Sento – Milano successful for them.

Our retailers are confident in offering Ti Sento – Milano because their staff and clients love the brand who return to buy again and again.