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Brand to Watch

Winner: V Jewellery

Judges were looking for a brand that has shown significant, continuous growth since launch, and believed V Jewellery has done just that. Launched in 2013, the brand has since secured over 100 stockists, including Whistles, Fortnum & Mason and Fenwick. The judging panel praised the brand’s on-trend Art Deco style, while one judge called the collection “beautiful and well thought-out”. Another added: “This brand has a great identity and a competitive price point.” The panel said V Jewellery will go from strength to strength in the future.

Highly commended: Boudici

Since its inaugural launch at the Jewellery & Watch London show in 2014, Boudici has gone on to become a supplier to the CMJ, as well as securing several high-profile independent stockists. Judges believed that the brand was worthy of a highly commended position because of creative director Ivonna Poplanska’s attitude and determination to ensure the brand is ‘one to watch’ for the future.


Astrid & Miyu

Impressive turnover and strong year-on-year growth made Astrid & Miyu a worthy finalist. Big-name stockists include Fenwick, Asos and House of Fraser, as well as several key independents.

Caroline Creba

Having added House of Fraser to its stockist list within its first year of trading, Caroline Creba has since gone on to expand into 20 HoF stores, as well as some independent stockists.

I Love a Lassie

Since 2013, I Love A Lassie has secured support from the CMJ as well as gaining 40 high-quality UK stockists. Judges were wowed by sizable sales increases and interesting, quality product.

JCM London

Such has been the success of JCM London, it opened a flagship store in London’s Knightsbridge in 2014. The brand has also continued to grow its trade distribution in the UK and Europe.

OWL Watches

The only watch brand to grace this shortlist, OWL Watches has gone from three to 65 stockists in less than a year with its British elegance and contemporary style at accessible prices.

Patience Jewellery

Less than a year after its launch in 2013, Patience Jewellery scooped the Young EDGE Awards, securing £9,500. This allowed the brand to boost marketing and create new ranges.

Willow & Clo

Willow & Clo won praise for the consumer media coverage it has attracted since launch in 2012, from the likes of Vogue and Harper’s Bazaar. It has also been nominated for several awards.

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