Argos to stock range from first-year BCU student

A first-year Birmingham City University (BCU) student, Danielle Laurent, has been selected by Argos to produce an exclusive jewellery collection. 

Laurent, aged 39 and originally from California, beat competition from 50 other students at the Birmingham School of Jewellery, to design a collection for the catalogue retailer.

The award, which was introduced for the first time last year, saw Argos challenge first-year students studying for a BA Jewellery & Design and Related Product Degree to design and create a four-piece jewellery collection that reflected jewellery trends for the year ahead.

The students were then given four weeks to create their prototypes and present them to the Argos jewellery buying team.

Laurent said: “I’m so excited about the fact that people around the UK will be able to buy pieces of jewellery that I have designed myself.”

She added that her collection, called ‘Wishes’, is inspired by “dandelions and summer days spent wishing on dandelion seeds, allowing people to carry their own wishes with them wherever they go”.

Alice Rigby, jewellery buying manager at Argos, said: “We were blown away by all of the students’ creativity with their designs. Danielle’s collection stood out for us as she gave her jewellery collection a clear meaning which we think our customers will love and feel inspired by.”

Laurent will now work for six months along with Argos’ jewellery buying team and manufacturer Optima, learning the process of how her jewellery collection – which includes a pendant, ring, earrings and bracelet – will be developed from design through to production.
The collection is set to go on sale in stores and the Argos website from January 2016.

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