Small but perfectly formed: The Jewellery Room comes to LFW

Just one of the growing number of small scale events that is reshaping the trade show landscape, Copenhagen-based The Jewellery Room epitomises the tightly edited ethos that makes such shows a must-visit. Already established on home turf, now a key coordinate on the Copenhagen Fashion Week schedule, The Jewellery Room is best known for the showcasing and support of predominantly Nordic jewellers, both fine and contemporary, from big names to young upstarts.

After another successful show for S/S 18, co-founding sisters Charlotte Møbjerg Ansel-Henry and Pernille Møbjerg Knudsen are now about to set up shop in London, bringing their Scandi-centric jewellery showcase to London Fashion Week. Keen to understand what sets the show apart from its contemporaries, Senior Events Editor Katharine Smith caught up with the duo ahead of the launch.

Tell us more about the show. 

The concept behind The Jewellery Room is to place jewellery within the wider fashion scene. The event is positioned within the Fashion Week schedule to help build a bridge between the two, as we strongly believe that there is a gap to be filled here.

Our aim is to become the go-to for jewellery, whether for a buyer, a brand, or the consumer. We bring together a number of significant brands, emerging and established, all of which share a unique design DNA and an ambitious profile. Through a high-end experience, both off- and online, we’ve created a cohesive solution that caters to this. While we want to create a state of the art showroom set-up, we also acknowledge that aesthetics aside, business is key, getting the jewellery out there and sold. As such, we have generated a natural link to an online showroom. Here, buyers and press can find out more about brands and their products. They can download material and use it in features, buying plans, etc.

What is it about the showroom concept that you think resonates with the brand? And of course, the buyer?

All of the brands we work with place high value on the story behind their designs, and many feel that they simply don’t fit into the traditional trade show setting. At The Jewellery Room, designers can create a more personal and authentic representation of their brand. Meanwhile, the fact that the exhibiting brands have already been screened and selected guarantees that there is much more relevance for the buyer.

It is true that the showroom set-up offers something special (and more affordable) for smaller brands, but we’re definitely seeing bigger brands following suit. We’ve had one of the world’s largest jewellery brands taking part because they like the positioning of the show, the idea of bridging fashion and jewellery, and the opportunity to sit alongside hot up-and-coming designers. Instead of doing things on a large scale because they can, they’re instead embracing the uniqueness of others around them, and in turn contributing to the whole setting – an amazing change of direction.

Is the showroom more for the brand, or for the buyer, or both?

It’s for both. We sometimes call our platform a “dating platform”, because it is where brands meet buyers, and vice versa. No strings attached. This is where their first meeting takes place, and then the love story begins. Of course we all know that in the end it’s about business, but there are so many emotions involved in jewellery, and our showroom has much more of a human touch to it. That’s what we and the brands like about it.

Trade shows often start small, attract more and more interest, then gradually start to feel bigger and less personal shows, almost a victim of their own success. How will The Jewellery Room be different?

We are very aware of this and therefore focused on maintaining the high level of brand curation that we are known for. We don’t want to turn into one of the big trade fairs. What we will do is strengthen our online profile and expand with more brands here. We’ve had feedback that suggests that buyers browse differently online than they would do in a showroom, spending a lot more time on the former. As such, our virtual selection is, and will continue to expand in the future.

Lastly, what’s next for The Jewellery Room?

We are coming to London. During London Fashion Week, which is super exciting. Maybe we’ll look to extend into other Fashion Weeks in the future also. Next however, we’re definitely working to grow our online platform with new features, more brands and an increased contributor network of specialists involved.

The Jewellery Room London will be open on Friday 15th and Saturday 16th September at Embankment Galleries, Somerset House. To apply for entry, write to hello@thejewelleryroom.dk. Subscribers can check out our coverage of the S/S 18 Copenhagen show here.



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