The company has also joined the NAJ’s Created in the UK scheme, which recognises jewellers committed to British design and craftsmanship.

Founder and designer Lily Gabriella Elia launched the brand in 2015 after working in the jewellery department at Christie’s in Geneva. 

A graduate in fine arts from Brandeis University in Boston, she later qualified as a gemologist at the Gemological Institute of America (GIA) in New York.

Born in Rio de Janeiro and raised in Monaco, Gabriella draws on a multicultural background and a family history steeped in art and jewellery collecting. She cites her grandmother’s jewellery collection as a formative influence.

Her designs are noted for their “sculptural forms and bold use” of colour. The Spira ring, a coiled gold piece, has become her signature.

In 2019, Gabriella collaborated with Sotheby’s Diamonds on a collection that reinterpreted high jewellery in her “graphic, modernist style”.

Lily Gabriella said: “These accreditations are more than just symbols: they reaffirm our unwavering promise to craft jewellery that is as meaningful as it is beautifully made, pieces designed to be cherished for generations.”

The brand’s ranges will be launched online at Goldsmiths and Mappin and Webb this July, marking the first time Annoushka will be available through a national specialist watch and jewellery retailer.

The brand will also debut in a selection of showrooms through a phased rollout: beginning with Northern Goldsmiths in Newcastle from 21 July, Goldsmiths Birmingham Bullring and Goldsmiths Stratford from 18 August, culminating at Manchester’s new Mappin and Webb flagship jewellery showroom from 5 September.

Annoushka Ducas MBE, founder and creative director of Annoushka, said: “Jewellery is so much more than adornment. It is identity, memory and emotion. After founding Links of London, I wanted to return to the heart of design: storytelling through craftsmanship and creating pieces that are as versatile and playful as the wonderful women who wear them.

“I’m thrilled that our pieces will now be part of the Goldsmiths and Mappin and Webb experience, where they can be discovered in beautiful surroundings by clients who value creativity, quality and connection.”

Craig Bolton, president of The Watches of Switzerland Group, added: “We’re thrilled to welcome Annoushka to our showrooms across the UK. This partnership reflects our commitment to providing our clients with pieces that hold exceptional craftmanship, timeless design, and individuality.

“By being the only watch and jewellery specialist to offer Annoushka in the UK, this new partnership brings with it a new era of jewellery retail within our showroom portfolio.”

Annoushka was founded by Ducas in 2009 and focuses on 18ct gold designs adorned with diamonds and precious gemstones.

The collection, which draws inspiration from Christian Dior’s childhood home in Granville, features the compass rose motif seen in the garden of the villa Les Rhumbs. The eight-pointed star symbol, said to reflect Dior’s affinity for the number eight, has become a recurring emblem in the house’s designs.

The latest pieces extend several chapters of the Rose des Vents story, including Rose Céleste, The Charms and Étoile des Vents. Highlights include a new ring influenced by the Tribale design and a watch styled as a pendulum, both incorporating signature elements of the collection.

The Rose Céleste range has been updated with reversible medallions depicting the sun and moon, now available as necklaces, rings and earrings. Materials such as mother-of-pearl and onyx are used to enhance contrast and versatility.

Among the more decorative additions are charms representing symbols including lily of the valley, hearts, roses, skull and crossbones, ivy and bees. These feature necklaces, bracelets, brooches, earrings and rings, including a double-finger style designed to suggest a bee in flight.

The plastron necklace, a larger statement piece, combines multiple motifs and conceals stones on the reverse side.

The Étoile des Vents series continues to spotlight Dior’s use of talismans, with diamond-accented ear cuffs and other pieces designed for mix-and-match styling.

The new designs reinforce Dior’s ongoing exploration of its heritage symbols through contemporary interpretations in fine jewellery.

But the most significant barrier is rarely discussed directly: a lack of trust infrastructure.

In a traditional retail setting, trust is ambient. It’s conveyed through environment, conversation, and the perceived credibility of the seller. The customer handles the product physically, inspects it directly and guides their own examination, ask questions, and leaves reassured—not just by what they’ve bought, but by who they bought it from.

Online, those cues are almost entirely absent, outside of product reviews.

And while digital retailers have spent heavily on branding, photography, and customer service, few have addressed the a core risk: the customer’s uncertainty about what happens after the sale. 

Buyers are not just hesitating emotionally, they are engaging in a risk assessment. When a customer is considering a £2,000 purchase—particularly one as personal and non-essential as jewellery—they are acutely aware of what could go wrong: loss, theft, damage, delivery disputes, or remorse. And without the natural back-and-forth of an in-person interaction, those concerns are ignored.

In this context, embedded protection serves a very specific function. 

Not as an upsell, nor as a revenue driver, but as a trust signal. 

When protection is offered seamlessly at the point of sale, it communicates that the retailer has anticipated the customer’s exposure—and built systems to mitigate it.

This mirrors a broader trend across sectors: Amazon’s “A-to-Z Guarantee,” Apple’s extended care, Klarna’s pay-later protections. These aren’t just features; they’re psychological infrastructure. They enable digital transactions by reducing perceived risk. The jewellery sector, however, has been comparatively slow to adapt.

That said, embedded protection will never be a universal rule – it will not transform commoditised categories or compensate for poor site experience and optimisation. It is not a substitute for strong merchandising, nor is it a panacea for weak product-market fit. But for high-value goods where post-purchase confidence is elevated —fine jewellery being a prime example—it is increasingly part of what digital consumers expect.

Retailers who understand this are already integrating protection as part of the core purchase experience. The most effective implementations are quiet, unobtrusive, and positioned as care, and, when done correctly they help to remove doubt and sales friction associated with item longevity and ownership.

Ultimately, customers aren’t hesitant to spend online—they do so regularly, and in increasing numbers. But the difference between a completed sale and an abandoned one often comes down to something that’s not visible in the data: perceived risk.

Embedded cover doesn’t solve every challenge. But it does address a specific one that many retailers overlook: how to deliver trust digitally, at the exact moment a high-value decision is being made.

To see how embedded cover can integrate seamlessly into your online jewellery store—without disrupting your workflow or customer experience—visit: assetsure.com/embedded-insurance-b2b

Ecom Jewellers: The Peace-of-Mind Plugin 

Micro-hesitations, or their absence, can be the difference between revenue and regret in high-ticket retail.

Common sense consumer psychology has long shown that the greater the value of a purchase, the greater the emotional friction at the final step. Uncertainty rises, risks appear large and looming. “What if I lose it? What if it’s damaged? What if something goes wrong?” Left unaddressed, these questions stall momentum and result in abandoned sales  — both in-store and online.

But, why do shoppers freeze at the finish line?

Behavioural science tells us that shoppers make decisions emotionally, then justify them rationally. But jewellery isn’t just emotional — it’s expensive. And at higher price points, emotion is accompanied by risk sensitivity. Researchers call this anticipated regret: the fear of making a decision that turns out badly.

When a customer imagines losing a £2,000 ring a week after purchase, their brain flags danger, even when they’re deeply happy with their item.

What they want, often subconsciously, is a psychological safety net.

A tickbox that says: “If something goes wrong, you’re protected.”

Embedded insurance provides exactly that, at the precise moment their anxiety peaks.

So, in ecommerce, what tech options do you have to reverses doubt?

Counter to those annoying pop-ups and requests for email addresses the second you land on a site, embedding cover next to the products you sell doesn’t interrupt the sale — it rescues it.

According to multiple retail studies, customers offered protection at point of sale are more likely to complete the purchase, feel reassured, and rate the seller more highly.

For the customer, it’s low effort and low cost.

For the jeweller, it’s twofold: an uplift in conversion by addressing a conversion obstacle, and a new revenue line with no operational overhead. Customers don’t see it as an upsell — they see it as security, which is exactly how it works.

Revenue, reputation and repeat business are more than a “nice-to-have”. When you embed protection into existing buy online journeys the downstream wins for online retailers are:

• You lower buyer anxiety at the most fragile moment
• You add value without asking for more time or trust
• You create repeatable confidence — a key driver of loyalty in premium retail

And it’s entirely passive. Integration is simple, and support and claims are handled by the insurance partner. There’s no added weight on your staff — just a lift in your numbers and an increase in customer goodwill.

Owning fine jewellery is personal, emotional, and valuable. Embedded cover completes that experience—protecting what matters, building trust, and helping close the sale naturally.

It’s a tiny tick box, but it makes a big difference.

To see how embedded cover can integrate seamlessly into your online jewellery store—without disrupting your workflow or customer experience—visit: assetsure.com/embedded-insurance-b2b

The 15-piece range was designed and made by The Royal Mint’s craftspeople and draws on traditional techniques alongside contemporary styling. The collection is being sold exclusively through Mappin and Webb.

It forms part of a broader shift by The Royal Mint – historically known for producing UK coinage – to expand into new commercial areas, including jewellery manufacturing.

The pieces are made from gold extracted at The Royal Mint’s Precious Metals Recovery facility in south Wales, which uses technology developed by Canadian firm Excir to recover precious metals from discarded circuit boards.

The Royal Mint launched its own fine jewellery brand, 886 by The Royal Mint, in 2022.

Sean Millard, chief growth officer at The Royal Mint, said: “The Royal Mint’s collection for Mappin and Webb showcases our evolution as a heritage brand that is innovating and applying centuries of craftsmanship to new opportunities.”

Craig Bolton, president UK and Europe at The Watches of Switzerland Group, which operates Mappin and Webb, added: “We’re honoured to present this collection in Mappin and Webb’s 250th anniversary year.  It’s the perfect pairing as a commemorative expression of the work of two historic British brands, which share a commitment to excellence and sustainability.”

Kesah Trowell, group head of Sustainability and ESG, Watches of Switzerland Group, concluded: “We are proud to launch this exciting collection in partnership with The Royal Mint, which exemplifies our commitment to circularity and offering clients fully traceable fine jewellery. These striking pieces, created using a combination of cutting-edge technology and traditional techniques, tell a fascinating story of responsible sourcing, skilled craftmanship and sustainability.”

Known for its “patented” technology and “adaptable” designs, Serafino Consoli creates pieces that shift form – such as rings that become bracelets – while maintaining a focus on “high” craftsmanship. The brand’s jewellery is made entirely in Italy.

Serafino Consoli works with a select global network of retailers, including Bucherer and Wempe.

In the UK and Ireland, it is stocked by Hettich and Weir and Sons, with Bucherer due to join the list of partners.

The company was recently recognised at the Inhorgenta Awards 2025, winning the high jewellery category for its “Grande Bellezza” ring.

Describing the piece, Serafino Consoli said: “A true masterpiece of jewellery art. This extraordinary piece does not only amaze with its innovative fit which adapts perfectly to everyone but also with exquisite stones which sparkle in the highest of qualities. A modern jewel which combines elegance and innovation in perfection.”

With a career in luxury and fine jewellery, Assimon brings more than 20 years of experience leading commercial strategy, client engagement, and brand development across global markets.

As CEO of De Beers London, she led a major brand transformation, expanded international retail presence, and implemented customer-centric strategies.

Previously she was also CEO of De Beers Forevermark, CEO of De Grisogono, and held senior leadership roles at Richemont and Louis Vuitton, including international director of High Jewellery and Exceptional pieces at Piaget.

Additionally, Assimon is a certified diamond graduate from the GIA.

In her new role at Bonhams, she will be based in London and oversee global commercial strategy and drive client experience across all business areas.

She will also be responsible for aligning the company’s commercial vision with its expanding global platform, ensuring “consistent growth and innovation across Bonhams’ diverse portfolio of categories”.

Assimon said: “I am thrilled to join Bonhams at such a dynamic point in its evolution. With its exceptional heritage and forward-looking vision, Bonhams is uniquely positioned in the auction world. I look forward to contributing to its continued global growth and success.”

Chabi Nouri, Global CEO, Bonhams, added: “We are delighted to welcome Celine Assimon to Bonhams. She brings a powerful blend of commercial expertise, leadership, and a deep understanding of the luxury market. Her appointment reinforces our commitment to strengthening client relationships and enhancing Bonhams’ global commercial capabilities.”

The Octagon Collection draws on 130 years of the company’s expertise in crystal cutting and design. 

Each diamond in the range features 57 facets and combines a step cut crown with a princess cut pavilion. 

The collection features laboratory-grown diamonds set in yellow or white gold, and includes pieces designed for both individual wear and layering. 

The launch comes as the company continues to expand its presence in the lab-grown diamond segment, which has seen growing consumer interest in recent years.

The brand described the new cut as an “emblem of the company’s heritage and identity”. 

It also highlighted the octagon’s broader symbolic associations with “infinity, rebirth and good fortune”.

According to the company, more than 1,000 variations were explored before finalising the design.

Swarovski said: “The designs aim to balance traditional fine jewellery aesthetics with modern versatility. The Octagon jewellery collection balances the timeless elegance of laboratory grown diamonds and precious metals with distinctive designs, and has universal appeal.”

The new collection comprises a necklace and earrings with an asymmetrical design, distinguished by its “vibrant, luminous colors, the fineness of its details”, combination of stones, diamonds and lacquer.

These exclusive models are adorned with a multitude of ornamental gems in graphically striking shapes, blossoming into a spring garden.

The brand stated: “[This collection is] a joyful new variation in an irresistibly pop spirit. It is a celebration of exceptional artisanship and the virtuoso expertise of the Ateliers, showcasing all the creative energy of Dior Joaillerie.”

The launch of Diorigami follows the launch of the brand’s Diorexquis Haute Joaillerie collection last month.

The artistic director of Dior Joaillerie designed a line, with three themes; enchanting landscapes, delicate bouquets and magical galas and three pieces; a necklace, ring and earrings.

The pieces include the ‘opale doublet’ technique, which consists of mounting a layer of opal on another stone, an onyx or mother-of-pearl. Furthermore, the plique-à-jour method forms clusters of a thousand sparkling colors thanks to the use of lacquer, Dior Joaillerie’s signature, working into transparency.

Combining new designs with “signature” Robinson Pelham pieces, the campaign includes summer jewellery that “moves with ease between barefoot mornings and sunset evenings”. 

The campaign also introduces Robinson Pelham’s creative collaboration with Heidi Klein, and features Heidi Klein swimwear and beachwear. 

The campaign is set to roll out across Robinson Pelham’s digital and social channels, in-store and in PR this week.   

The new collections will be revealed in their entirety in Vegas as part of ‘Couture, Vegas’. As well as new pieces, the campaign will spotlight the Daystar Collection, supported by Identity collection, which celebrates its 10-year anniversary this year. Other best-selling pieces will also be featured.