Following teaser images from their successful social media campaign, Fei Liu Fine Jewellery have unveiled the names of their new AW17 collections.
There was a lot of excitement surrounding the Autumn Winter collections of Fei Liu Fine Jewellery, as the British brand kept the look and name of the collections under close wraps and asked their social media following to guess the names of the two new collections, which would be revealed at IJL.
The response to the campaign was immense, with creative guesses aplenty that came astonishingly close to the true names. The social media campaign saw a social media engagement increase by 215%.
On the opening day of IJL, the Fei Liu Fine Jewellery stand was met with an inquisitive crowd of retailers and media, eager to know the names of the secret collections. During a live Facebook video, the brand excitedly introduced the Midnight Blue Collection and Pirouette Collection. The winners of the campaign were Belinda Caulfield and Hannah Brazil, who have each won a piece from the graceful Pirouette Collection.
As an additional surprise, Fei Liu Fine Jewellery also showcased a new delicate 18ct gold collection, entitled ‘Alyssum’.
The Alyssum Collection is set with diamonds and iridescent mother of pearl. It is named after the cluster of blossoms which flower throughout the year. These delicate blooms hug the earth and freely nurture into a carpet of white flowers, giving the illusion of a blanket of snow. The charm of this flower is matched by its meaning “worth beyond beauty”.
Midnight Blue is inspired by the mysterious and romantic aura of the autumn night. This collection takes the minimalist approach to illustrating the cityscape against the hues of the midnight skies, by using materials found in the exquisite Fei Liu luxury bespoke pieces. The vibrant lapis lazuli and the gold flecks beautifully contrast the high polish of the silver to exude luxury.
The second collection, Pirouette, is a series of curves. The flow of this silver collection emulates the graceful movements of the rhythmic gymnastics, as the choreography becomes one in harmony with the melody and instrument. The Pirouette Collection is set with a pavé of cubic zirconia, which follow the supple bends of the metal embracing the lustrous pearl. It symbolises togetherness and freedom of expression.