As Valentine’s Day 2014 approaches, jewellers are not the only ones hoping for romance.
Here in London, home to the 77 Diamonds headquarters and showroom, the British Library is hosting a sell-out Georgian-themed Valentine’s ball in its Terrace Restaurant. It’s rather appropriate really. Affectionately known as the BL by regular users, the British Library has long been a hotbed of romance.
As The Times columnist Sathnam Sangheraonce (cheekily) put it: “All libraries are, of course, petri dishes of simmering lust, but the BL is extreme: its walls contain more erotic pressure than an oil rig, a North Sea fishing trawler and several series of Mad Men combined.”
It’s always heartening to read that romance is alive and kicking and jewellers certainly play their part in making this happen. After all, the jewellery we hold onto isso often about the memories we associate with it.
When the head of a large East European bank was remarrying, he chose a five carat D flawless stone from 77 Diamonds within seconds of seeing it. Five days later 77 Diamonds director Vadim Weinig flew to Venice to hand-deliver the bespoke engagement ring to the bridegroom-to-be at the Cipriani. This Valentine’s Day, 77 Diamonds is offering its heart-themed Amore collection.
Some jewellers have now begun targeting their potential customers at a startlingly young age, encouraging them to aspire to diamond jewellery and life as modern-day princesses. In the south of France last summer, one jeweller staged a catwalk show for daughters of royal families in the region aged between four and 13. With stylists and hairdressers on hand, the girls modeled jewellery designs for an audience of family members.
Meanwhile, for couples planning their wedding this year, another British institution could prove an inspiration. The Victoria & Albert Museum will be spotlighting two centuries of white wedding dresses in its Wedding Dresses exhibition opening this May, including designs by Norman Hartnell, John Galliano and Vivienne Westwood.