Pure London confirms return this summer

Pure London has announced the next edition of its buying event will be between 17-19 July 2022 at the Olympia London, which will also see the launch of Pure Jewel, an exclusive area for fine and precious jewellery.

Curated by Pure London event director Gloria Sandrucci, Pure Jewel will showcase fine and precious jewellery, silver jewellery, and branded jewellery from across the world, with a focus on contemporary, ethical, and sustainable designers.

In partnership with industry associations such as The National Association of Jewellers (NAJ), Pure Jewel features its own curated space and reportedly acknowledges the need for jewellers, designers, brands, and jewellery manufacturers to connect within Olympia.

The show will see the return of brands and designers including One Hundred Stars, Brodie Cashmere, Onjenu, Lily and Me, My Doris, Meraki Beach, Bl^nk, Jayley, Alpe, Sonatachic, and Joko Edu. 

Additionally, the show will feature a curated line up of UK and international womenswear, accessories and footwear, as well as sustainable jewellery collections.

Sandrucci said: “We are bringing Fashion and Jewellery back home to Olympia, and with our knowledge and heritage in the fashion and jewellery industry we will create a stunning curated space that the industry needs and has expressed it wants.

“Not only does jewellery have the power to elevate an outfit, it’s also a slice of history that links to a specific memory or moment in time. I’m so looking forward to bringing fashion and jewellery back home together.”

Julie Driscoll, divisional managing director of Fashion at Hyve Group plc, added: “With its incredible long-standing heritage as the market-leading show for fashion, the show will continue to provide a global platform for womenswear, footwear, jewellery and accessory brands and designers.

“The marketplace and retailing has evolved so much since the last show pre-Covid, and it is crucial for us to include and listen to our community.”