Meet the New Jewelry Platform That Shook Up 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