'jewels made to MEASURE

Nelson Evening Mail, Volume LXX, 8 October 1936, Page 5

'jewels made to MEASURE

HOW BRITISH CRAFTSMEN HAVE WON DISTINCTION (By a Woman Correspondent) Ail women arc born to wear jewellery. With it beauty may be enhanced, but the success or failure in the wearing depends upon the individual choice. Many women know by instinct what suits them. They know exactly how much they can wear without appearing ever-dressed and just when to wear it. Others, perhaps the vast majority, have little idea at all of the way in which they could increase their personal charm with well-selected jewels. Their latest artistic sense—which everyone possesses in some degrees—has never been fully developed. In skilled hands they can all become a credit to the jeweller’s art. EACH FOR EACH No two of us are alike and when convention degrees that adornment should be worn, this distinct and separate individuality must be borne in mind. Hence we have the bespoke tailor, costumier and jeweller. Leading British jewellers have clearly realised that their advancement lies in greater efficiency in all departments, but most particularly m the furtherance of beautiful design and craftsmanship. Jewellers have seen the success with which the advanced designer works in other industries and they have grown to realise that co-operation with him is essential if they are to progress. Without the designer it is impossible to produce beautiful jewels or to display them to the best advantage; but it must be remembered that the expert in display is a designer working in another medium. The same principles that apply to the good window display applies also to the individually designed article. Both are the tasks of an expert. Special trade campaigns which depend for their success on the flooding of the market with certain classes of articles through every possible channel, from jewellers downwards, create a rush of sales for a very short time, leaving behind a lowering of the jeweller’s standard in the eyes of the public. The jeweller proud of his trade needs sales far more lasting and real. The making of jewellery is an art combining quality, beauty of design, fitness of purpose and a study of individual needs. This should be the very foundation of the jeweller's busiIT6SS UNKNOWN GEMS The possibilities of the jewellery trade are unlimited. There exists a vast wealth of gems unheard of by the general public, and designers are waiting to use them in an endless progress of fascinating schemes. But Jewellers must co-operate with the designer and manufacturer. There is no finer meeting-place for the discussion of such problems than the British Industries Fair, and members of the Birmingham Jewellers’ and Silversmiths’ Association will welcome all buyers interested in the development of their art at the next Fair at Olympia in February, 1937. By thoughtful planning for the individual’s needs, better results will be obtained than by buying and selling haphazardly from day to day and season to season.