LONDON — Jewellery is booming, and there’s by no means been a greater time to release a stand-alone journal devoted to the manufacturers which might be designing, making and advertising and marketing it, in step with Ian Thorley, the writer of One thing About Rocks, which lands on newsstands Thursday.
Thorley, who just about 20 years in the past introduced the boys’s journal Jack and who went on to ascertain One thing About Media, a London-based inventive content material company, specialised in style, luxurious, way of life and client manufacturers, stated the point of interest is on plenty of value issues, from effective jewellery to extra fashion-focused manufacturers corresponding to Alighieri.
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“It’s the entirety above the excessive boulevard. So long as it’s designed, and it’s cool, we will function it,” stated Thorley in an interview. He described the journal, which will likely be revealed two times a yr, and priced at 10 kilos, as “a manner tackle jewellery, and anything the marketplace desires now.”
He described that marketplace, and Rocks’ readers, as “more youthful customers, women and men, of their 30s who’re serious about jewellery.”
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He emphasised that it’s now not a shiny magazine-style complement, however a stand-alone e-newsletter for a class that he believes merits a lot more consideration. “It’s a thrilling time for jewelers and for jewellery. That is their second,” he stated.
The jewellery industry has exploded over the last decade, with websites together with Web-a-porter, Mytheresa and Matchesfashion bulking up their jewellery be offering, in any respect value issues. On the identical time, indie high-end designers, corresponding to Solange Azagury-Partridge, Stephen Webster and Shaun Leane, are talking — and promoting — at once to consumers on social media.
The upward thrust of lab-grown diamonds and gold-plating ways (either one of which convey general prices down); an enhanced jewellery be offering from style labels starting from Oscar de l. a. Renta to Gucci and Balenciaga, and the proliferation of accessibly priced manufacturers corresponding to Missoma, Monica Vinader and Astley-Clarke, have fueled call for, and spread out entry-level value issues.
Resale platforms, too, are thriving with Tiffany & Co., Chanel, Dior and different branded jewellery a number of the bestsellers on websites together with Cudoni and Vestiaire Collective.
The 100-page debut print version follows the release of the Rocks’ web page final yr, and Thorley stated the journal “permits us to be extra visually attention-grabbing.” His intention with each is 360-degree protection of the marketplace.
The patron-facing web page is loose, and up to date day by day with information and celebrity-focused content material, whilst the print factor digs deeper with shoots and longer-format tales.
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Thorley stated on-line momentum has been development since final yr’s release, and his corporate will “get started exploring movie and social media” within the coming months. Content material for the web page and the print journal is created by way of part-time workforce and freelancers.
The primary factor has six covers, together with one with Rose Williams, the celebrity of “Sanditon” and “Mrs. Harris Is going to Paris,” and any other with the R&B artist JoJo.
There’s a shoot with the Olympic Gold medalist boxer Galal Yafai, who’s decked in jewels from Van Cleef & Arpels; the Chanel-owned Goossens, and Ara Vartanian. Any other shoot options Zion Sapong and Devenity and showcases jewels by way of Carbon & Hyde, Katkim and Poche.
LVMH Moët Hennessy Louis Vuitton and Compagnie Financière Richemont have put their muscle in the back of the challenge, promoting their high-end manufacturers, together with Louis Vuitton Prime Jewellery, Bulgari, Cartier and Tag Heuer within the print pages.
Requested in regards to the giant teams’ enthusiasm for the challenge, Thorley stated LVMH and Richemont were following Rocks since its virtual release final yr “they usually sought after to paintings with us, they sought after to be concerned.”
Thorley stated greater than 100 manufacturers are featured within the first factor, together with smaller indie labels from all over the world corresponding to Viltier, Shay, Cece Jewelry and Pasquale Bruni.
There are watches, too — from manufacturers together with Dior, Chopard, Cartier and Omega — and Thorley stated he’ll proceed to function them so long as they’re “designed,” moderately than purely sensible.
The print version of Rocks will likely be disbursed across the world, by the use of subscription, on newsstands, at luxurious accommodations and by the use of airways.
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