The Brief
The Jewellery Show is the UK’s only dedicated trade event for fine jewellery professionals, attracting retailers, designers, manufacturers and suppliers from across the globe. Now in its second year, the show aims to position itself as an essential, high-end destination for sourcing, networking and trend forecasting in the fine jewellery sector.
The creative objective was to elevate the perception of the event as a premium, international B2B platform—clearly differentiating it from high street or consumer jewellery shows. The brand needed to reflect elegance, exclusivity and sophisticated luxury, while being clear and accessible to a wide global audience including Europe, the U.S. and Asia.
There was a strong desire for the brand to feel fresh and unique in the market, avoiding visual clichés, and confidently positioning The Jewellery Show as a future-forward meeting point for the trade.
Design Approach
The brand identity began with the creation of an elegant J & S monogram, formed by overlapping the initials in a refined serif typeface, delivering a mark that feels timeless, high-end and immediately ownable. This became the anchor of the brand system and was expanded into a full visual language through a comprehensive brand style guide.
The guidelines introduced a subtle diamond light refraction motif—a translucent, prismatic overlay that nods to craftsmanship and detail without overpowering communications. Supporting this was a pastel colour palette, inspired directly by the natural spectrum reflected within a cut diamond: soft blush, champagne, icy lavender and sky blue—offering sophistication, modernity and flexibility across communications.
To bring the brand campaign to life, we created a series of striking AI-generated visuals depicting London landmarks as fine jewellery. Iconic structures such as Big Ben (in yellow gold), The Gherkin and The London Eye (in diamonds and white gold) were reimagined as luxurious pieces, set against a deep black backdrop to create maximum drama and contrast.
This unique visual metaphor established London not only as the location of the event, but as the global jewellery capital, anchoring The Jewellery Show as the destination for the future of fine jewellery.
The result was a brand that balanced international luxury with approachability, positioning the event as a confident, stylish and essential entry in the jewellery industry calendar.
