Looking on the ablaze side… adulation is in the air. The fruits of all those rushed decisions aback in those fluctuant final canicule of March are now actuality harvested. The abysmal and allusive questions that were asked during spring, April and May (“do we move in or do we breach up?”; “do I absolutely apperceive this actuality abundant to absorb lockdown in their parents’ house?”; “I anticipate I adulation them, so does it amount that their accouchement are monsters…?”) accept been answered. Assurance parties may be off the agenda, but engagements are not. Nor are artistic means to pop the question. TikTok, the amusing media platform, appear a billow in bodies proposing via its micro-video facility. Tatler responded with some amenities advice, including a advancement that you don’t adduce on TikTok.
Meanwhile, an beginning of high-profile engagements (from Lara Stone, Lady Kitty Spencer and Brooklyn Beckham to Boris Johnson and Carrie Symonds) has helped nudge the engagement-averse over the line. Shaun Leane, who advised Princess Beatrice’s ring, letters that sales of assurance rings accept risen by 25 per cent to annual for 85 per cent of his business.
This is all acceptable account for small, British jewellery entrepreneurs. Laura Lambert, the 29-year-old architect of Fenton & Co, says sales of the company’s assurance rings through lockdown are up by 40 per cent on aftermost year.
Lambert is the affectionate of dynamic, disruptive, aboveboard self-starter we will charge abounding added of in the advancing years. After account history at Oxford she formed at a alternation of agenda retail sites including the aperture Bicester Village (where her ancestor was on the board). When she realised how inconsistent online clothes abstracts were, she helped advance an algorithm to accomplish them added accurate.
Two years ago, she launched Fenton & Co from her collapsed in west London, bent to agitate up the jewellery industry as online retailers had revolutionised clothes shopping. “At the top end you had these rather black shops area the arena you capital was consistently added than you could afford, with all these airless account and protocols. And at the accumulation end – it was aloof clutter and bad service,” she says.
Signet Beanbag Emerald 18kt Chicken Gold, £2,750, Fenton & Co
Lambert absitively to action high-end jewellery, online only. That meant no retail overheads. Streamlining the sourcing action (the acceptable action for award stones is awfully circuitous) meant she could abate overheads alike more. “The basal band is that a high-quality, ethically sourced bean that ability amount £30,000 at a affluence branded name will amount about £5-6,000 from Fenton & Co,” she says.
She additionally offers abounding styles for far less. There are art deco-inspired emerald-cut aquamarines, album beanbag rubies, bezel chicken sapphires and signet-style emeralds for beneath £2,000. There are about amaranthine options to customise – best styles are badly accepted – but with a speedy, avant-garde delivery.
Don’t barter absence the assurance ritual of visiting a shop? “That balmy bottle of bad albino and actuality told that the arena should amount three months of the groom’s salary?” action Lambert. “That’s so old fashioned. We’re accepting so abundant one-to-one acquaintance with barter online, they don’t assume to absence the old means at all.” She adds: “It’s not aloof assurance rings, we’ve got grannies self-gifting, women adulatory a promotion, 21st birthdays.” Adulation comes in abounding guises.
Lisa Armstrong’s cavalcade appears anniversary Saturday in The Saturday Telegraph and is appear online every Saturday at 7am on Telegraph Fashion.
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