- Author, Frankie McCamley
- Role, BBC London
Blockbuster Hollywood TV series and films are adding extra sparkle to the coffers of London’s independent jewellers.
Fans of shows like House of the Dragon, True Blood and Damsel covet replicas of jewelry worn by their favorite characters.
Some designers are seeing their unique creations showcased on the big screen bring in big bucks.
The increase in sales and commissions was welcome after what one designer described as “exhausting” years.
Narrative jewelry designer Jessica De Lotz, who created a collection for House of the Dragon, said that since the series’ release, fans have contacted her to purchase replicas.
“Traditional on-screen advertising is really important to me,” she said.
“When you can see the pieces on an actor, you build a relationship with them and then you build a relationship with a brand that you probably didn’t know about.”
Ms De Lotz, whose eponymous business is based in Kentish Town, said being in the north London area had been beneficial to her.
“It’s the home of many of the creators who collect my work. After building relationships with them, they come back with a brief for their next exhibition,” she said.
The new customer base has helped her brand navigate what she described as “tough times for independent businesses.”
Stephen Einhorn has been commissioned to design iconic pieces for stars including Angelina Jolie, Johnny Depp and Brad Pitt.
The Islington-based jeweller is contacted by costume designers in the industry who commission his work.
Sometimes he works to strict specifications with specific sizes and colors, basing his work on something that has already been featured in a production.
Mr. Einhorn often has to make multiple versions of the same item or develop a collection around the item, which can include rings, necklaces and crowns that work alongside the initial design.
Other commissions give him creative freedom, such as when he created a stag beetle necklace for Charlize Theron.
“The costume designer just brought me a box of beetles and told me to go for it,” he said.
“For someone new to us, it gives us an extra level of validity,” he said.
When making jewelry for film and television, it is common for Mr. Einhorn and his team to be asked to make multiple replicas.
“We might need one for the stunt double, one for the stunt double, or they might film two scenes at once,” he said.
Mr. Einhorn said he is often contacted by fans who want replicas of items or similar pieces. He also creates collections of similar items that complement the original design.
Michelle Ovens CBE, founder of Small Business Britain, said she hoped the new jewellery service enquiry channel would “create long-term customer relationships”.
“It is extremely encouraging to see this momentum for small businesses, especially in the midst of a very challenging time for the jewelry industry.
“Small businesses have been hit hard by rising costs and the cost of living crisis which has weighed on consumer spending, and independent jewellers have struggled to export to the EU due to Brexit, instead turning to a stagnant or declining local market.
“In this challenging climate, big brands supporting small businesses can make all the difference.”
