The Art of Luxury Issue 36 2019 | Page 40

JEWELLERY AUSTEN & BLAKE CUSTOM-MADE JEWELLERY Once upon a time, not so long ago, the idea of customisation "It's not just about technology", says Alexander Gallé, Austen & brought up images of bespoke tailors on Savile Row, or an army of Blake's brand spokesperson. "Technology is the enabler. What craftsmen at a king or queen's court. Austen & Blake are interested in is what jewellery represents. Beautiful jewellery is something you buy to keep for the rest of An entirely different level of customer service, for an entirely your life. It follows that your choice should be more considered, different price. more thoughtful. Now, as it turns out, the big steps in your life – like With the recent launch of their "fully custom-made" jewellery store on King Street in Manchester, Austen & Blake have shown that pulling technology and expertise from the online world into the high street's retail experience can increase both quality of service as well as value for money for the customer. In a world where design techology allows the customer to preview what their ring is going to look like – and where technology allows craftsmen to deliver that beautiful ring within a week – the company's founders realised that it made no sense to do what all the other high street jewellery brands were doing: sink countless resources in keeping a huge inventory of ready-made pieces. They realised the opportunity existed to do things differently and focus instead on what the customer really wants out of their jewellery: something unique and personal. getting engaged – are also things you need to consider carefully if you're going to be successful. Nobody wakes up one morning, goes to a jewellery shop to buy an engagement ring, and proposes over lunch. At least, not if they're serious about getting a 'yes'. So, waiting a few days for your ring is also an opportunity to work out what you should improve about yourself, in order to get a 'yes'. In our view, that thoughtful look at yourself is an intrinsic part of customisation just as much as designing the ring to suit your style." The store on King Street is delightfully casual. Customers are treated like visitors, encouraged to learn about diamonds and jewellery in the education area, where books and computer resources tell them about colour, clarity, carat, cut, and the different ways jewellery design can express the wearer's own taste, fashion and personality. It's a very different way of looking at jewellery, and a real breath of fresh air. T: 0161 885 3803 40 The Art of Luxury Issue 36 2019 WWW.AUSTENBLAKE.COM