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In Anvers, a jeweller is putting her jewellery prototypes on sale

Publié le 10 June 2014
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An original way of offering cut-price jewellery is to sell different attempts created by the designer before perfecting them. This innovative business is doing just that.

In Anvers, a jeweller is putting her jewellery prototypes on sale

Elisabeth Leenknegt is a jewellery designer who works with hand-made silver and blown glass. Her pieces are recognisable by their playful and colourful look. In her jewellers in Anvers, called “Elisa Lee”, she discovered an original alternative to beginning of the year sales. Rather than selling off unsold items in clearance sales, her shop sells different jewellery prototypes designed by Leenknegt herself before she refines her definitive collections.

In Anvers, a jeweller is putting its jewellery prototypes on sale

These one-off items make up a jewellery line which Leenknegt has called « Prototypes ». They are sold at “prototype parties” which
take place in January in a shop specially-decorated for the occasion.

These designs offer a double advantage: they are truly unique pieces and are sold at knock-down prices. These two characteristics are what attract young and trendy customers who want to stand out from the crowd, on a limited budget.

In Anvers, a jeweller is putting its jewellery prototypes on sale Importantly, this system allows the designer to work and use her expertise without worrying about losing money during the development phase of a piece of jewellery. It also gives her the chance to discover and change different stages of her creative processes.

Much like painting sketches demonstrate real artistic quality, these jewellery prototypes have their own artistic value from which artisans can still make a profit.

Practical information

ELISA LEE
Kammenstraat 64, Antwerp
+32 (0)3 689 88 50

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