Paris is abuzz with fashion week runways shows and other events though the first week of October, while by appointment only show rooms are exhibiting high luxury baubles, bangles and other jewels to retailers and members of the press. This writer caught up via email with Darren Hildrow, founder of London-based NouvelleBox and Valery Demure, a shareholder in the company who works alongside Hildrow, to learn how it has morphed from an online 24-7 virtual showroom serving independent jewelry designers, retailers and the media into a superb showcase for luxury jewels every September and March Fashion Week.
A few reasons why NouvelleBox is an increasingly influential showroom/brand consultancy/jewelry media source and trendsetter: its stands for independent luxury jewelry designers and goldsmiths, it stands for the preservation of artisanal jewelry craft heritage, and it stands to serve jewelry lovers the world over. Between the two of them, Demure and Hildrow have 50 years of experience in championing, launching and publicizing independent designers and small but influential brands. Both Hildrow and Demure live and work for those designers, goldsmiths and brands that create original silhouettes, new jewelry concepts and of course, new jewelry design trends.
In addition to the multi-modal labors of industry veterans Demure and Hildrow, the renowned Parisian P.R. agency Myrène de Prémonville will be staging a NouvelleBox Press Day during Paris Fashion Week. What’s more, Fernando Arriero, formerly of the Parisian boutique Colette, is also working with Valery Demure Showroom during this Paris Fashion Week. Herewith an abridged version of our email conversation: