Trends

Meet the New Jewelry Platform That Shook Up London Fashion Week

TrendsOct 10, 2018

Meet the New Jewelry Platform That Shook Up London Fashion Week

The Jewellery Cut is a consumer-facing editorial website that held a two-day showcase during the recent fashion week, highlighting independent jewelry designers.

20181010_JewelleryCut-header.jpg
The Jewellery Cut founders, Andrew Martyniuk (left) and Rachael Taylor (right), pictured at The Jewellery Cut Showroom during London Fashion Week

London—Two British jewelry trade publication alumni have developed a company that aims to promote design to a modern consumer.

The Jewellery Cut is a venture from journalist Rachael Taylor and sales and marketing professional Andrew Martyniuk, who worked together at Professional Jeweler and Watch Pro—Taylor as editor and Martyniuk as head of sales and marketing.

Their new company, launched this year, is comprised of a jewelry editorial website with a heavy focus on curating events.

The website, which went live the last week of September, will “cover a wide range of jewelry, from interesting, well-done costume jewelry to luxury fine jewelry, with a view of writing about it in an in-depth way but aimed at consumers,” Taylor explained.

“I want the concept to be intelligent and engaging enough for people in the industry to read it and enjoy it, but also for it to be entertaining for consumers too. Especially consumers who have sort of liked jewelry but felt like it’s quite exclusive and not for them.”

Just as is needed in retail, in addition to the online component, The Jewellery Cut also should also create in-person experiences to be effective, Taylor said.

Through the website has only just launched, The Jewellery Cut began holding events with its first designer talk in June, attended by collectors and members of the trade.

But it really made a splash during London Fashion Week, when it hosted “The Jewellery Cut Showroom,” a two-day experience in which 16 designers presented their latest collections alongside best-sellers. The event featured a special VIP cocktail reception and jewelry master classes limited to 20 attendees. One brand, Aurelian, even launched at the showroom.

True to The Jewellery Cut’s vision, the event attracted trade professionals and consumers who attended by signing up for free tickets. Some exhibiting designers sold their best-selling pieces or even design samples, while a few others offered special incentives to shoppers. The shopping component was so successful that one designer, Akansha Sethi, sold out of one collection of carved gemstone rings, which retail in the vicinity of $600.

As for the trade guests, Taylor and Martyniuk even succeeded in diversifying that group of attendees, recruiting everyone from journalists and retail buyers to representatives of wholesale-focused companies and even higher-end companies like Cartier.

At its core, The Jewellery Cut is about bridging gaps, between consumers and their lack of knowledge about or intimidation of

the jewelry world, an industry that sticks to its designated cliques and where designers can feel like they’re unable to “get their message out” to consumers in a crowded marketplace, Taylor said.

“Instagram and all of these social media platforms have really liberated designers, allowing them to control their messages, but it’s hard for them to break out of the little tribes they’ve set up in terms of getting coverage in publications,” she added.

“I think the glossy (consumer) magazines do a great job of covering high-end luxury brands, Bond Street brands, the Diors and Chanels, because those brands have the budget to advertise. Then you have the trade magazines in the U.K. and they do a really good job of covering the business side of it and the larger wholesale brands, but there’s this huge gap in the middle where there’s loads of really interesting stuff going on that doesn’t get a lot of coverage, your smaller brands who sell directly (to consumers) or your designer/makers who make pieces themselves as individual goldsmiths. There’s such a rich source of design in that area.”

The Jewellery Cut will continue to host its showroom during the biannual London Fashion Week and has more events in the works around the U.K. and possibly further afield in Europe.

Coming up next is a three-week holiday pop-up shop beginning Nov. 29 in collaboration with the Goldsmiths Company, organizer of the Goldsmiths fair, to be held at London’s Mare Street Market.

Aiming to reach a younger demographic than the aforementioned show, the pop-up will feature jewelry under $1,000.

“From a consumer point of view we’d like to break down some of the barriers (to buying jewelry),” Taylor concluded. “So on one hand it’s exposing what’s great about the industry that’s maybe a little hidden and on the other hand sort of holding consumers’ hands on that journey.

“There’s still a price sensitivity with a lot of people with jewelry that isn’t necessary because people will drop $1,000 on an iPhone and not even think about it and probably do that again in a couple of years, but when it comes to spending a couple of hundred pounds on a piece of jewelry, people are still nervous about that.”
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

Weekly QuizJul 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Bench jeweler holding a bracelet and a tool
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHo

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

LAFD Fire Station 44 and Fire Station 16
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

A Vanitas by Hannah Martin and Guy Berryman Sothebys
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s London

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

Cover of the book “Flawless: Inside the Largest Diamond Heist in History”
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

Emmanuel Raheb
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the Holidays

Emmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.

NY Now
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in August

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

Jeweler setting a diamond into a ring
MajorsJul 21, 2025
Rio Grande Expands Personalization Offerings

As demand for custom jewelry grows, the company is expanding its services to support retailers.

National Associate of Jewelry Appraisers Logo
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go Virtual

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

24th Gem Awards Show Logo
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

Jewelry industry veterans Brad Campbell and John Liebler
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

Guinness
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

Gina Ferranti
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy