During the recent celebration that was London Jewellery Week, I had the pleasure of attending an event held by QVC to showcase some of the new generation of British design talent they are supporting. With an established network and a trusted name, QVC allows designers to create, showcase and sell their collections to a broad audience in a supportive environment with little financial risk - a perfect platform for new designers to showcase their wares.
QVC undoubtedly comes across shrouded in myths which is the main reason I attended; I was curious to see just what their jewellery would be like, considering most people tend to associate the channel with such wonders as miracle cleaning products and 2-4-1 diet deals, and I have to say I was pleasantly surprised...
The showcase highlighted collections from several of QVC's new designers, including Lauren Adriana, Ana de Costa, Tomasz Donocik, Kimberley Selwood, Leblas and Sho, as well as talks from Lauren and Ana about their collections and how they became established with QVC. QVC's Senior Jewellery Buyer Gemma Savage was on hand to describe the difference between the channel and other retailers: "I think the key is the fact that QVC's on air live broadcasts allow designers to sell themselves and their story much more effectively than they ever could do in a store or through a sales representative". It's true - from the clips being shown of designers selling their story, I learnt a lot more through watching them talk passionately about their product than I would from simply seeing it in a shop window.
Designers often draw inspirations from their own couture collections, diffusing designs into more wearable products that lend themselves to being mass-produced. Contrary to popular belief, it's not all cheap. Though some designers' ranges do start at around the £20 mark, the collections range greatly in value up to the £500 mark, while commissions that have come in through the channel can skyrocket into the thousands.
Central St Martin's graduate Lauren Adriana for example draws on her background in gemology to to create one-off bespoke pieces in unusual cuts - a style she uses, albeit in a toned down form, throughout her collection for QVC. The dramatic range features citrine, smoky quartz, morganite, topaz, opal and pink sapphire, just to highlight her eye for a good gem! My favourite are the blue chalcedony drop earrings in 9ct gold (pictured - £397.50) - perfect for a chic summer garden party.
Though I may not have time to tune in to the QVC channel any time soon (no rest for the wicked...) I will certainly be checking out the offerings from Lauren Adriana and her counterparts available now at www.qvcuk.com
Love Laurel x
