The F. Hinds/IJL High Street By Design Competition was launched last year (and continues this year) to assist two jewellery designers through the whole process from original concept and creating a design to be manufactured in volume, through packaging, promotion and launch to the sale of their finished jewellery pieces in F. Hinds’ 110 stores across England & Wales and its website.
The judging panel included Andrew Hinds – F. Hinds, Director and Gold Buyer; Bob Morrish – R. E. Morrish jewellery manufacturer/IJL Exhibitor; Sarah Jordan – Award Winning Jewellery Designer; an IJL and consumer representative.
2010/2011 Winners
Newly Established Designer Category
Folded Heart Collection – Sian Hughes
Whilst studying for a degree in Jewellery and Silversmithing at Birmingham’s School of Jewellery, my jewellery design evolved to rely on simplicity and sensitivity to the materials, forms, colours and textures. I first exhibited my jewellery in 2006 where my collection 'Flourish' was awarded The New Designers' Contemporary Applied Arts Award and I have subsequently been awarded a Goldsmith's Graduate award. I design and make all of my jewellery from a workshop in Birmingham's famous jewellery quarter and find inspiration in nature, seasons and the environment.
The ‘Folded Heart Collection’ is inspired by my love of creating paper structures. This is a new and original design on a classic but extremely popular motif and is representative of love and devotion. The ‘Folded Heart Collection’ signifies a simple but contemporary way to wear a timeless shape. Every heart is completed with a single diamond creating an opulent and sophisticated statement.
Sian's collections can be viewed at www.sianelizabethhughes.co.uk
Student Designer Category
The Fan Collection – Rosie Velk
I have always been passionate about anything creative with jewellery design. To further enhance my jewellery knowledge I enrolled on a vocational based Jewellery Manufacture NVQ at Holts Academy in Hatton Garden, London finishing in September 2011. The course has provided me with demonstrable competence in jewellery construction and design. Taught by highly experienced and talented professionals in the industry, I have learnt jewellery techniques vital to any successful jewellery designer. Winning the HSBD competition is just the step I needed to link my designs and knowledge with F. Hinds’ commanding high street presence.
Art Deco design inspired my ‘Fan Collection’, in particular the elegance and simplicity the era represents, realised by the use of linear symmetry in motifs 
such as the sunburst motif. The ‘Fan Collection’ is characteristic of this style with its simplicity in shape. I used polished yellow gold and an accent diamond to add glamour and elegance resulting in a luxurious feel. The delicate pieces work singularly or placed together, which I feel is perfect for adding a subtle and beautiful statement to any look.
“Winning the HSBD competition is just the step I needed to link my designs and knowledge with F. Hinds’ commanding high street presence”, said Rosie Velk.
Since winning the competition everyone on the panel, plus many more behind the scenes at F. HInds, have been involved with helping Rosie and Sian get their designs into F. Hinds 110 stores.
“The objective of this competition was to open up the route to the high street”, said Andrew Hinds, “which can appear to be strewn with challenges or even a complete mystery. Our aspiration was to give the winners an in-depth experience of all the steps from sketch to the final sale. We have promoted the winning pieces in all our stores and online, and every piece sold is individually numbered. We also have plans to see how we can work with Rosie and Sian in the future”.
“When I was learning all the techniques and skills I needed for jewellery manufacture, I was able to sit alongside craftsmen and women and learn from them”, said Bob Morrish, Birmingham based jewellery manufacturer. “I aimed to replicate that 1:1 experience for Rosie and Sian as it seems to have disappeared now that apprenticeships are a thing of the past."