Lovelinks the Past to the Future
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GONE are the days when a woman would grow her jewellery collection by dropping hints to her partner and hoping for the best.
Today, not only do people want to choose their own jewellery, but they want to make it themselves.
Danish fashion accessory brand Aagaard is one of the most successful companies to tap into the growing demand for do-it-yourself (DIY) jewellery.
It may sound like an online dating agency, but Lovelinks is actually a growing global phenomenon in the jewellery industry.
The advertising bumf behind the rapidly-growing brand is aspirational and decidedly abstract. Customers are urged to 'dance with life' and 'accentuate your own unique personality'.
However, behind the transient vision of its Scandinavian creators, is a very simple idea which empowers the consumer rather than the retailer.
Rather than being told what to wear by what they see on the catwalk or on the red carpet, women are now trailblazing their own creations through brands like Lovelinks.
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In a similar fashion to the popular customised bracelets made by Italian firm Nomination, Aagaard's range transports the creative process to the end user.
In generations gone by, DIY jewellery meant plastic beads on bootlaces, a needle and thread and maybe even an elastic band or two.
Further back in time, Egyptians used charms as symbols of faith and luck while Queen Victoria was also known to wear charm bracelets. Other brief fads, including among 1950s American teenagers, came and went.
But now high-end brands such as Aagaard have got hold of the niche market and turned it into commercial juggernaut.
With Lovelinks, consumers make their own bracelet with silver or gold charms which are available in many styles including some with Murano glass, letters and numerals, pearls and Cubic Zirconia - a synthetic substitute for diamond.
In all, there are more than 700 different links and designs on the market, with this season's shades being light violet and lavender, to deep coral and bright red.
Bracelets made of black leather and necklaces worn with stone pendants are also popular among Lovelinks fans.
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As more and more celebrities jump on the charm bracelet bandwagon, it appears that DIY jewellery will continue to move further and further away from its roots in the bedrooms of adolescent girls.
Heroes from the worlds of sports and music are also well represented in the charm bracelet fan club with some even selling their own branded items as official merchandise.
While the noughties brought the dawn of high-class composable jewellery, the teenies looks set to be its golden age - and the only people who are likely to suffer is perhaps jewellery designers.
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It was a Danish company in the 1970s called Trollbeads that trail blazed charm bracelets in Europe and now, through Lovelinks, it appears Aagaard has taken up the baton from its compatriots to take the phenomenon into the next decade.