s.6 Commercial Jewellery

Design a Gold/Platinum and Diamond Jewellery that would be considered ‘Contemporary Casual’.

This year we warmly welcome Special Patron Ernest Jones who are sponsoring this design brief. 

Create a distinctive and contemporary design-led diamond and gold/platinum jewellery set that will appeal to the Ernest Jones professional and affluent female customer who is aged between 35 - 45 years + and values understated luxury, authentic and quality craftmanship.

Design a Pendant/Necklace with a matching pair of Earrings or Ring, that would be considered ‘Contemporary Casual’. 

The designs should be considered a modern, wardrobe essential (appropriate for both work and play) with the potential to evoke conversation. Ernest Jones’ NEW strapline is ‘Celebrate Your Story’. This should be considered when designing your pieces. 

We would like these pieces to feature a modern leitmotif that could become a future iconic symbol for the brand (e.g. a signature floral motif, ribbon or knot). They should be pieces that will stand the test of time and would be considered a modern heirloom. 

Having kicked off a re-brand, Ernest Jones is on a journey of elevation, ensuring they offer products the tradition-loving quality seeker will love. This audience doesn’t want flashy trends, they want understated luxury that will stand the test of time. 

Three award-winning designs will be selected by Ernest Jones and presented with the opportunity to create their designs as 3D finished prototypes. Subject to Ernest Jones’ approval, these award-winning designers will be provided with precious metals, gemstones, and materials to manufacture their winning designs. As such a detailed summary of all the materials required for the designs should be provided by entrants. 

The model images are examples of Ernest Jones' current offering and entrants should note that they will be looking for something more exciting and design led.

An exciting opportunity

One final winner from the shortlisted candidates will be offered a valuable opportunity to engage with Ernest Jones to bring this commercial range to market, with insights into the full production mix including buying, merchandising, marketing and social. 

This would include:

  • Potential to create and sell the finished jewellery in an Ernest Jones store (pending it works on a commercial level);
  • Guidance on how to create a 360-marketing campaign to launch a product incl. utilising content, social, influencer, email, PR, blog, and store marketing tactics to create full impact;
  • Attending a shoot to see the creative side of bringing a product to life;
  • Shadowing teams at Ernest Jones within buying and merchandising to understand the business considerations of margin and range architecture;
  • A feature on the winner, including an interview, will appear on the Ernest Jones blog which would be shared via email and social;
  • Potential inclusion in a press release around the award win – pending media interest;
  • Potential involvement with Ernest Jones’ forthcoming bridal club (launching 2022).

This is a great opportunity to be creative and distinctive whilst answering the design brief professionally and with flair. Thoughtful design that will befit and compliment the sponsors’ company ethos and product ranges will be highly regarded. Excellent presentation with an eye for commerciality and detail is key.  There is always room for creative ideas to refresh, invigorate and succeed in retail sales.


You are encouraged to research Ernest Jones portfolio and their market in depth. As the brand places a meaningful focus on quality, service and craft it is important to understand the company’s communication pillars which are:

  • We celebrate the story of craft;
  • We educate on quality;
  • Service is the new luxury;
  • Our standards are our badge of honour.

The Ernest Jones customer has the following attitudes:

  • If I trust a brand, I buy it without looking at price;
  • I like to buy from brands that give back to society;
  • I enjoy owning good quality things;
  • I don’t like to stand out in a crowd;
  • I enjoy splashing out. 

Guidance & Entry Form Requirements

  • Entries must comply with the 2D design guidelines;
  • Good standards of visual communication and presentation will be highly regarded;
  • Evidence your understanding of Ernest Jones and the retailers market position including the new brand value proposition and customer insight;
  • Description of your design, the concept and material specifications (gemstones and finished metal weight) must be provided on the design board.
  • Specify what materials would be needed for the prototype should you proceed to the 3D round and bear in mind the commercial aspect of your choices. 
  • Outline method/s of manufacture and proposed retail value. 
  • Entrants are requested to declare on the entry form if they have had their design rendered by a CAD technician or a digital artist.

There will be placeholders on the entry form for you to explain your design concept and the tools or techniques / processes that you have used. We encourage entrants to use these placeholders wisely. The information you provide will be ensure that judges can make informed decision

  • Design Concept: Please explain the idea and concept behind your design in meeting the brief requirements (Max 150 words)
  • Techniques & Technology used: It is important that you explain the techniques you have used to make your piece i.e. gouache, CAD, Illustrator, watercolours, Procreate etc. This will be used in the judging process and you may be at a disadvantage if it is unclear how the entry was designed. (Max 150 words)

Since opening its doors in 1949, Ernest Jones has established itself as a purveyor of prestige watches and jewellery. Curating the best in both craft and class, it provides exceptional edits of gold, silver and diamond jewellery, as well as brands including Vera Wang, Le Vian, Omega, Breitling, Cartier and TAG Heuer. 

Trusted experts will assist you with a personalised shopping experience, where a dedicated member of the team will help you find the perfect piece to help celebrate your story, whether it's a dream engagement ring to symbolise your love or a luxury Swiss timepiece to mark life's special milestones. As a full-service jeweller, it offers comprehensive repairs and servicing for fine jewellery and watches. And, with virtual appointments and a two hour click and collect window, Ernest Jones provides a shopping experience that's second to none.

09 Jan

Online entry deadline (for ALL entries)

25-27 Jan

All 3D entries submission / post-in days @ Goldsmiths' Centre, London

28 Feb

Awards Ceremony @ The Goldsmiths' Hall, London

09-11 Mar

Collection & post-back of entries; The Goldsmiths' Centre, London


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