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Pure London is returning to Olympia London with stand-alone jewellery destination

Camilla Rydzek
10 February 2022

Pure London is returning to Olympia London on 17-19 July 2022, featuring a stand-alone exclusive area for fine and precious jewellery called Pure Jewel.

The event will feature five destinations - womenswear, footwear and accessories, Pure Lab, and Pure Origin and the new Pure Jewel. Products categories will include ready-to-wear, eveningwear, resortwear, urban styles, British and International accessories as well a selection of shoes.

Brands that will join the line-up include One Hundred Stars, Brodie Cashmere, Onjenu, Lily & Me, My Doris, Meraki Beach, Bl^nk, Jayley, Alpe, Sonatachic and Joko Edu. Pure Jewel will showcase fine and precious jewellery, silver and branded jewellery with a focus on contemporary, ethical, and sustainable designers.

The new show will also see the creation of the Pure London Advisory Board, bringing together retail industry minds and a dedicated Agent’s Package for fashion agents booking on behalf of their brands, including the use of Pure London’s inhouse TV & Social Content Studio. It will also see the re-launch of its VIP Buyer Programme, which will offer a host of benefits including financial contributions, travel arrangements, VIP cars, and onsite hosting.

Gloria Sandrucci, Pure London Event Director and curator of PureJewel, said: “We are bringing Fashion and Jewellery back home to Olympia, and with our knowledge and heritage in the fashion and jewellery industry we will create a stunning curated space that the industry needs and has expressed it wants. Jewellery is, for me, inextricably linked to emotions and the story that connects a person to a particular piece. Not only does jewellery have the power to elevate an outfit, it’s also a slice of history that links to a specific memory or moment in time.”

Julie Driscoll, Divisional Managing Director of Fashion, Hyve Group, added: “Pure London has been the appointment in the most influential retailers’ diaries for over 70 seasons. With its incredible long-standing heritage as the market-leading show for fashion, the show will continue to provide a global platform for womenswear, footwear, jewellery and accessory brands and designers, and as it comes back home to Olympia we want to ensure we are creating a show for the industry. The marketplace and retailing has evolved so much since the last show pre-Covid, and it is crucial for us to include and listen to our community. If you want to get involved in the Pure London Advisory Board please get in touch with our head of global partnerships Stuart Thomas [email protected]. We can’t wait to work together to bring the show home.”

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