Established in London in 1962, and defined by an avant-garde sense of sophistication, David Morris is the go-to jeweller for connoisseurs who seek the finest gemstones set in wonderfully indulgent forms, which ooze glamour and a refined sense of quintessential British style. Coveted by royalty, A-listers and luxury- lovers alike, it notably became the jeweller of choice for the silver screen from 1971. It was at this time when David Morris’ magnificent gems embellished the elegant Bond girls who dazzled heroes and villains in Diamonds are Forever, The Man with the Golden Gun, Tomorrow Never Dies and The World is Not Enough.
Its love affair with glamour doesn’t end there; renowned across the globe for its exceptional quality craftsmanship, the ‘London Jeweller’ was commissioned in 1972 to create the Miss World Crown – an iconic creation of turquoise, lapis lazuli and diamonds – which is still in use today.
Craftsmanship is still incredibly important to the house. The brand’s main flagship, located on London’s famous Bond Street, is the only jeweller left on the street to still have a working atelier on-site, allowing them to provide an instant ‘alteration’ service in the same way haute couture gowns can be retouched in Parisian ‘petites mains’ ateliers. With the demand for bespoke pieces of fine jewellery having soared in recent years, this has served the celebrated jeweller well, with its skilled team capable of delivering exquisite treasures in record-breaking time. David Morris once famously fulfilled a client’s request for a ruby and diamond tiara; within two-weeks, the incredibly rare stones were sourced, designs mocked-up, the bespoke piece created in its workshop and hand-delivered to its owner.
Known for show stopping creations, having famously adorned some of the world’s most glamorous people ever since Richard Burton and Elizabeth Taylor became clients in the 1960s, David Morris continues to be a red-carpet staple coveted by royalty and A-list celebrities alike and was a wardrobe staple for fashion darlings attending 2016’s British Fashion Awards held at the Royal Albert Hall last December including Sophie Hermann, Ana Beatriz Barros, Bel Powley and Nikita Andrianova to name a few.
With so much love being shown from those in the know, it is unsurprising that The London Jeweller is not conforming to current market trends. Staying true to its 1960’s free-spirit, the brand recently launched its new advertising campaign in black and white, a snub to the traditional practice in the jewellery world of featuring colour and focusing on the detail of the product. Shot at iconic private member’s club Annabel’s in London by celebrated photographer Ellen von Unwerth – and styled by innovative fashion image-maker Katy England – the campaign depicts the jeweller’s irreverent attitude to tradition and exudes its true essence of joie de vivre, striking glamour and iconic femininity.
It’s a daring and pioneering move to redefine what fine jewellery means to a modern luxury society. The brief was to depict its luxuriously aspirational lifestyle whilst highlighting to consumers what wearing a piece of David Morris should feel like. In 2016, the much-loved jewellery house adopted the same approach to its craft, launching the David Morris ‘Collections’ where the brand has translated its spirit of stone-centric high jewellery across an assortment of pieces that are not only more attainable but which continue to honour the house’s signatures: rose cut diamonds, exquisite centre stones and contemporary yet timeless designs, clearly observed in the Rose Cut Forever, Petite Palm and Miss Daisy Collections.
In line with its new visual aesthetic, 2017 promises to be an exciting year for the British brand as it expands its network and welcomes the arrival of the first David Morris flagship in Continental Europe, located in the esteemed shopping location of rue Saint-Honoré in Paris, adjacent to prestigious Place Vendôme. Suffice to say, David Morris is a hidden gem of a brand, whose journey is worth following and whose creations are worth treasuring for generations.