The strategic ‘next step’ for jewellery brands who are already doing well…

Where do you go from ‘doing pretty well’? The answer lies in creating, rather than promoting. It’s time to design a SHOWSTOPPER…and here’s why.

For more established jewellery brands, there is often a point where commercial collections alone no longer feel big enough to hold the full depth of your ideas. You can keep adding designs, but the work starts to feel like repetition rather than evolution.

It’s time to take it up a notch, and this is where one-of-a-kind objets d’art come in. These pieces act as proof of your creative range, your technical ability and your ambition. They remind people what you are capable of and reinforce why your brand is different in a market full of ‘pretty’ jewellery.

Think of Ellis Mhairi Cameron’s Sgian-dubh (black knife), now in the V&A collection, or a large-scale 18k gold and gem set pill box, or even a diamond-set mason jar lid. Pieces like this are strategically powerful. They are not built for volume sales, they are built to make people look twice, start conversations and place your work in the same space as art and design.

I talk a lot about the power of these showstopper pieces on the 6-Week Masterclass.

Designed for cultural impact and endlessly PR-able, these one-off, collectible works amplify your individual talent and imagination, and catch the eye of journalists, editors, curators and collectors who are actively hunting for something new to talk about.

If you are an ambitious brand that wants more people looking into your world, not just scrolling past it, creating this kind of piece is a powerful next step. In the upcoming Masterclass, I will walk you through the full process, from clarifying the idea behind your showstopper to designing, making and positioning it so it earns the attention it deserves.