September 28, 2022

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New Magazine, ‘Something About Rocks,’ Highlights Jewelry Style Increase – WWD

4 min read

LONDON — Jewelry is booming, and there is by no means been a better time to launch a stand-by itself magazine committed to the models that are creating, producing and advertising it, in accordance to Ian Thorley, the publisher of A little something About Rocks, which lands on newsstands Thursday.

Thorley, who almost two many years back launched the men’s magazine Jack and who went on to build One thing About Media, a London-primarily based innovative written content agency, specialized in vogue, luxurious, life-style and purchaser brands, mentioned the focus is on a wide variety of rate points, from fine jewelry to more fashion-targeted manufacturers these kinds of as Alighieri.

“It’s all the things earlier mentioned the higher avenue. As extensive as it is developed, and it’s neat, we can element it,” reported Thorley in an interview. He described the journal, which will be revealed two times a calendar year, and priced at 10 lbs ., as “a fashion choose on jewellery, and something the marketplace wants now.”

He explained that sector, and Rocks’ viewers, as “younger consumers, males and women of all ages, in their 30s who are fascinated in jewelry.”

JoJo fronts the debut concern of the jewelry journal “Something About Rocks.”

Courtesy image

He emphasised that it’s not a glossy journal-design and style complement, but a stand-alone publication for a group that he believes deserves a lot extra notice. “It’s an remarkable time for jewelers and for jewellery. This is their minute,” he reported.

The jewelry business has exploded over the past 10 years, with web-sites which includes Internet-a-porter, Mytheresa and Matchesfashion bulking up their jewellery supply, at all price points. At the exact same time, indie significant-stop designers, these kinds of as Solange Azagury-Partridge, Stephen Webster and Shaun Leane, are speaking — and advertising — instantly to prospects on social media.

The increase of lab-grown diamonds and gold-plating procedures (the two of which deliver overall expenditures down) an improved jewelry present from style labels ranging from Oscar de la Renta to Gucci and Balenciaga, and the proliferation of accessibly priced models these types of as Missoma, Monica Vinader and Astley-Clarke, have fueled desire, and opened up entry-stage selling price details.

Resale platforms, also, are flourishing with Tiffany & Co., Chanel, Dior and other branded jewelry amid the bestsellers on internet sites which includes Cudoni and Vestiaire Collective.

The 100-webpage debut print edition follows the launch of the Rocks’ web-site past calendar year, and Thorley reported the journal “allows us to be much more visually interesting.” His goal with equally is 360-diploma coverage of the current market.

The consumer-dealing with web-site is cost-free, and up to date day-to-day with news and movie star-focused articles, when the print problem digs further with shoots and longer-structure stories.

One of six covers of the jewelry print magazine "Something About Rocks."

One particular of six addresses of the jewelry print magazine “Something About Rocks.”

Courtesy picture

Thorley reported on line momentum has been building given that very last year’s start, and his company will “start exploring movie and social media” in the coming months. Written content for the site and the print journal is established by component-time staff members and freelancers.

The to start with situation has six handles, including just one with Rose Williams, the star of “Sanditon” and “Mrs. Harris Goes to Paris,” and a further with the R&B artist JoJo.

There is a shoot with the Olympic Gold medalist boxer Galal Yafai, who’s decked in jewels from Van Cleef & Arpels the Chanel-owned Goossens, and Ara Vartanian. An additional shoot capabilities Zion Sapong and Devenity and showcases jewels by Carbon & Hyde, Katkim and Poche.

LVMH Moët Hennessy Louis Vuitton and Compagnie Financière Richemont have set their muscle driving the project, marketing their superior-conclusion models, such as Louis Vuitton Large Jewellery, Bulgari, Cartier and Tag Heuer in the print web pages.

Asked about the big groups’ enthusiasm for the job, Thorley explained LVMH and Richemont experienced been pursuing Rocks due to the fact its digital launch past calendar year “and they desired to get the job done with us, they wished to be involved.”

Thorley explained additional than 100 makes are featured in the very first difficulty, like more compact indie labels from all around the world this sort of as Viltier, Shay, Cece Jewellery and Pasquale Bruni.

There are watches, as well — from makes including Dior, Chopard, Cartier and Omega — and Thorley stated he’ll go on to aspect them as prolonged as they’re “designed,” fairly than purely sensible.

The print edition of Rocks will be dispersed internationally, through subscription, on newsstands, at luxury lodges and via airways.

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