Pictured is the inaugural The Jewellery Cut Live designer showcase, held during the September 2018 London Fashion Week. The next edition is moving to The Apartment at The Hoxton Holborn hotel, a more intimate and relaxed environment.
London—London Fashion Week starts today, and though most eyes will be on the autumn/winter 2019 fashions, The Jewellery Cut is continuing its mission to make it a jewelry destination as well.

The Jewellery Cut launched last year as an editorial website and platform for jewelry designers through events like its inaugural The Jewellery Cut Live showcase (then called The Jewellery Cut Showroom) held last London Fashion Week in September.

The second iteration is a jam-packed two-day event of design, with 18 independent brands showing new and core collections, plus several influential jewelry voices participating in various discussions and workshops.

This time, it’s taking place at London’s fashionable The Hoxton Holborn hotel in a series of private rooms called The Apartment.

“The vision we have for the show is that it should be a platform for creative jewelry brands to meet with a mix of press, buyers and private clients, as well as discover new audiences as we open it up to the general public,” explained The Jewellery Cut co-founder and jewelry journalist Rachael Taylor.

In addition to invited industry guests, consumers can attend for free by signing up for a ticket online. Taylor said that more than 500 have already registered.

Like the last edition, designers can decide if they want to simply present their newest pieces or if they want to sell older collections to the public as well.

As far as the brands exhibiting, most are based in Britain, but a few international lines have joined as well. Los Angeles-based Nialaya, for example, is utilizing the event to launch its wholesale business in the U.K. They’ll have the chance to meet with confirmed buyers from department stores like Harvey Nichols and Fortnum & Mason, as well as independent British jewelers and fashion stores.

Taylor said they’ve also made a concerted effort to increase the number of buyers through initiatives like their “VIP lunch sessions.”

But that’s not the only thing they’ve done to better the experience for exhibitors.

They’ve partnered with ARB International to provide free insurance during the event, while various industry partners from PR agency Push PR to British jewelry trade publication Retail Jeweller are offering exhibitor deals and discounts.

Consumers, meanwhile, can enjoy complimentary manicures. And to accommodate traditional work schedules, The Jewellery Cut Live will host a special after-work shopping event on Monday night from 6 p.m. to 9 p.m., though the open bar and appetizers may turn it into more of a party.

The real party will take place Tuesday night, when industry players like Shaun Leane, Stephen Webster and representatives from Cartier, Harry Winston and Sotheby’s attend the VIP party, alongside some as-yet-to-be-named celebrities, to whom brand Nialaya will be gifting.

Jewelry influencers Katerina Perez and Liza Urla, The Telegraph jewelry editor Sarah Royce-Greensill and designer Tessa Packard will all participate in talks on topics including lab-grown diamonds, Instagram tips and even what it’s like to balance business with motherhood.

Speaking on the latter subject will be Cult of Youth designer Kelly Seymour, who is the recipient of The Jewellery Cut Live’s first bursary; it allows Seymour to participate in The Jewellery Cut Live for free and gives her six free months of public relations from Push PR.

Taylor noted that Seymour is “a young, single mother in London who has been working incredibly hard to build her brand while raising her son single-handedly and also manage the large following and community that she has built on Instagram.”

Head spinning yet? Ours too. In a short time, The Jewellery Cut Live is making London Fashion Week a must-stop on the jewelry calendar.

It runs Monday, Feb. 18 and Tuesday, Feb. 19. The complete list of education and events is available online.

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