Fine jewellery is often only associated with special events or hidden away for formal occasions. It may exist within the same family as fashion, however fine jewellery is often considered as the classic, sensible older sister to the experimental and transient world of fashion.
Earlier this autumn, we embarked on an exciting project, working for the first time with a handful of carefully selected luxury and fashion bloggers to celebrate the launch of our new Maze collection. We wanted to showcase this collection in a fun and wearable way removing all rules and pre-conceptions, and thereby blurring the lines between fine jewellery and fashion. The collection was launched exclusively on www.boodles.com on 1st October.
Headed by the established British blogger, Sasha Wilkins of Liberty London Girl the campaign also featured Beanie Major, founder of the fashion conscious jewellery journal ‘In Detail’, Natasha Ndlovu of ‘Bisous Natasha’ and ‘Gem A Porter’ editor Liza Yurlasova. Taking inspiration from the collection, each blogger curated an individual photo shoot, interpreting the pieces in a way that is representative of their identity and style, showcasing fine jewellery in an ‘every day’, versatile environment.
Not surprisingly, the collection re-creates the accurate and organised lines of a maze; creating a minimalistic design that accentuates the lustre of the gold and diamonds that are framed within. Concentric circles grow outwards from central diamonds creating a rounded form that provides this bold and graphic collection with a soft and feminine feel.
“A delicate gem protected by a strong anatomy. It is modern yet its design relates back to a historical concept – a maze” Bisous Natasha
“A precious everyday talisman to accompany its wearer through the maze of life” Gem A Porter
The Maze collection captures the essence of the Boodles brand...beautiful, luxurious yet effortless to wear.” In Detail
The beautiful contemporary pieces from the Maze collection fit perfectly into my wardrobe, which reflects life in London as a stylish, modern working woman” Liberty London Girl