University News Last updated 23 June 2015
A collection inspired by summer days has won Birmingham School of Jewellery student Danielle Laurent a commission from the UK’s largest jewellery retailer Argos.
Danielle, aged 39 who is originally from California, beat off competition from 50 other BA Jewellery Design and Related Products students to design an exclusive collection for Argos, which will be sold in store and online.
Danielle said: “I’m so excited about the fact that people around the UK will be able to buy pieces of jewellery that I have designed myself. My collection is called Wishes, and is inspired by dandelions and summer days spent wishing on dandelion seeds, allowing people to carry their own wishes with them wherever they go.”
This is the second year running that Argos’ jewellery buying team have challenged Birmingham School of Jewellery students to design and create a four piece collection that reflects jewellery trends for the year ahead. The students were then given four weeks to create their prototypes and present them back to the Argos jewellery buying team.
Sally Collins, Lecturer on the BA Jewellery Design and Related Products BA (Hons) at Birmingham City University, said: “This project has provided such a fantastic opportunity for the students. They have relished the chance to learn more about the commercial side of the jewellery industry and work with such an established retail brand like Argos. Whilst learning about trends, pricing, production methods and target markets, the students have created designs for creative and commercially viable jewellery ranges. This is a great result and a super collaboration.”
Alice Rigby, Jewellery Buying Manager for Argos, said: “We were blown away by all of the students’ creativity with their designs. Danielle’s collection stood out for us as she gave her jewellery collection a clear meaning which we think our customers will love and feel inspired by.
Danielle will work for six months alongside Argos’ jewellery buying team and manufacturer Optima, where she will spend time learning the process of how her jewellery collection – which includes a pendant, ring, earrings and bracelet - will be developed from design through to production.
Alice Rigby added: “As a business we are committed to supporting young talent and bringing through the next generation of jewellery designers. Danielle’s collection will join us next year and sits alongside our established UK-based ‘Designers at Argos’ collection.
Wishes will be available from January 2016 in Argos stores nationwide and on www.argos.co.uk.