Increased footfall on the back of Houlden Group tour

The Designs of Excellence Collection was formed from outstanding pieces of jewellery chosen by the jewellery- and watch-buying organisation from the designers’ collections at the Spring Fair Jewellery Show, and is touring Houlden members’ stores throughout the year.

Baker Brothers, a jeweller based in Bedford, was the first member to host the Collection, and organised a number of in-store events with the designers involved in attendance.

Helen Haddow, who is managing the initiative, commented: “The response from the membership has been overwhelming, with almost no available slots left for 2011. The Collection has been a great way for our members to create a buzz and attract footfall to their stores, and we’re delighted that they are having so much success with it.”

Lizzie McAuley, from Baker Brothers, added: “As the first jeweller in the country to showcase the Collection, we were thrilled with how well it went, with many customers and journalists coming into the store and having a lot of fun looking at and trying on the pieces. It was an honour to have Babette Wasserman, Sarah Ho (pictured), Alexander Davis and Rachel Galley all attend the events we arranged, and it was a great opportunity to hear about their designs and the inspirations behind them.”