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

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

×

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