- author, Frankie McCamley
- role, BBC London
Binge-worthy TV shows and Hollywood movies are adding extra sparkle to the storefronts of London's independent jewellery stores.
Fans of shows like “House of the Dragon,” “True Blood” and “Damsels” want replicas of the jewelry worn by their favorite characters.
Some designers have benefited greatly from having their unique work featured on the big screen.
The increase in sales and commissions was a welcome one after what one designer described as a “tough” few years.
Jessica de Lotz, the storytelling jewellery designer who created the “House of the Dragon” collection, said fans have been contacting her since the show aired wanting to buy replicas.
“For me, traditional advertising on screen is really important,” she said.
“When you get to know the actors' personalities, you build a relationship with them and also a relationship with the brand that you probably didn't know about.”
Mr de Lotz, who runs his eponymous business based in Kentish Town, said being based in the north London area was to his advantage.
“This is home to many creatives who are collectors of my work. After I build relationships with them, they come back with proposals for their next show,” she said.
The new customer base has helped her brand get through what she calls “a tough time for independent businesses.”
Steven Einhorn is responsible for designing signature pieces for stars such as Angelina Jolie, Johnny Depp and Brad Pitt.
The Islington-based jewellery business is approached by costume designers across the industry for work.
Sometimes I work from a base that already appears in the piece, following strict instructions about specific sizes and colors.
Einhorn often creates multiple versions of an item or develops a collection around it, which may include a ring, necklace or crown that coordinates with the original design.
Other commissions allow for creative freedom, like when he made a stag collar for Charlize Theron.
“The costume designer brought me a box of beetles and said, go ahead and do it,” he said.
“For someone who's new to us, it gives us extra credibility,” he said.
When creating jewelry for film and television, Einhorn and his team are often asked to make multiple replicas.
“You might need one for a body double and one for a stuntman, or you might be shooting two scenes at the same time,” he said.
Einhorn said he is frequently contacted by fans looking for replicas or likenesses of items, and he also creates collections of lookalike items that complement the original designs.
Michelle Ovens CBE, founder of Small Business Britain, said she hoped the new round of requests for jewellers' services would “build long-term customer relationships”.
“It's very encouraging to see this boost for small businesses, especially during these incredibly challenging times for the jewellery industry.
“Small businesses have been hit hard by rising costs and the squeeze on consumer spending caused by the cost of living crisis, while independent jewellers are struggling to export to the EU due to Brexit and are instead targeting stagnant or shrinking local markets.”
“In these challenging times, big brands supporting small businesses can make a big difference.”
