There are some jewellery companies that are all for doing the rounds of the bridal shows, but we’re not frequent exhibitors at Harriet Kelsall. As a bespoke jewellery design company, with a modest (but stunning) ready to wear collection, we have traditionally felt that it would be difficult to communicate our offering and our brand in the melee that constitutes the average exhibition hall.
However, as a spin-off of Brides magazine and the exhibition wunderkind of the Conde Nast stable, Brides: The Show is in a league of its own. Now in its third year and residing in intimate venue of the Business Design Centre, Islington, it curates its collection of exhibitors and you need to be good to get ‘the nod’!
We decided to apply with the proposition of an interactive stand – having designers available to sit with immediate consultations of brides to be, and a goldsmith at a bench, able to carry out small immediate repairs and cleaning for visitors, whilst at the same time showing some of the skills required to produce our exquisite one-off engagement rings and wedding bands.
Over the course of the three days, we couldn’t keep up with the demand. Our two designers working on the stand listened, chatted, sketched and made around sixty unique rings appear on the page to delight and fulfil the dreams of the brides-in-waiting (and in many cases, the grooms as well!). Our highly selective ready-to-wear collection was ooh’ed and aah’ed over by several thousand more. And once the word got out that we were doing jewellery cleaning on the stand, there was a queue of ladies waiting in line for our head goldsmith Richard.
It was a fantastic show and re-ignited our faith in communicating our wonderful work to customers in a different way. We’ve already booked to do the next one in 2016, and next time we’ll be taking double the number of designers with us so we can help even more brides-to-be realise their ideal rings, ready for the big day.