Meet Fine Jewellery’s younger sister…Demi
With a dusting of diamonds and a gilding of 14kt gold, these new demi-fine jewellery brands have brought the luxury of the elite with a contemporary feel. Playful, experimental and precious, these brands bridge the gap between fashion and fine jewellery.
This season, our womenswear buying team have introduced a delicate collection of modern jewellers who’s designs range from cheeky emoji earrings to customisable lockets. Let us introduce you to a selection of the hottest demi-fine jewellery brands and be prepared as your wishlist is going to get some new additions.
Famous for her sell-out ‘Loucite’ hoop earrings, Alison Lou has arrived at Browns for the first time and brought those highly sought-after earrings with her. Launching her jewellery brand in 2012 in her hometown of NYC, Alison’s pieces are created using 14kt gold, enamel plating and a mix of precious stones. Inspired by the Big Apple and symbolic trends, Alison’s playful emoticon earrings and charms are her signature style. After experimenting with lucite acrylic, she launched her diffusion ‘Loucite’ earrings collection in 2018 that went viral overnight, gaining the ultimate ‘IT’ girl clientele including Lady Gaga, Gigi Hadid and Celine Dion. Now expanding into bangles, we want one in every colour and there are plenty to choose from.
Launched in 2009 by Jamaican-born, New York-based Matthew Harris, Mateo keeps things simple with its minimalistic yet powerful design. Inspired by modern artists such as Kadinsky and Alexander Calder, Harris is entirely self-taught and began his design career creating jewellery for himself before starting a men’s line. In 2014, he launched his women’s collection using ethically sourced diamonds and precious gemstones set in 14kt gold. Wanting you to wear the jewellery and not it to wear you, Mateo’s earrings, necklaces and rings are subtle works of art.
Transforming the idea of a precious keepsake and bringing a contemporary approach to the locket is what makes Loquet so unique. Based in London, Loquet is the product of two best friends, journalist Sheherazade Goldsmith and model Laura Bailey. The concept begins with a clear crystal case set in gold, that can be opened and filled with beautiful charms that have a personal meaning to you. Ranging from diamond letters to birthstones, each locket can be personalised with collectible charms to reflect the wearer, meaning no two are the same.
Born in the south of France, Gigi Clozeau’s jewellery has a bohemian energy with an elegant touch. Creating fine jewellery has been Gigi’s passion since she was young after watching her jeweller father crafting beautiful pieces. Each piece evokes an emotive story using iconic symbolism, such as her Virgin Mary medallions, and are designed to be stacked and interchanged. Using a mix of 18kt gold, resin beads and diamonds, Gigi Clozeau’s bracelets, necklaces and earrings use bold colours with delicate construction for effortless wear-ability.
It’s time to embrace your inner mermaid because Anni Lu has the coral like beads and iridescent shells to give us beach vibes all year round. Designed by Helle Vestergaard Poulsen, the brand takes its name from her beloved late mother Anni and her daughter Luella. Based in Denmark, Anni Lu combines crystals, shells, beads and a mix of 14kt solid gold and 18kt gold vermeil to create her playful pieces.
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