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.
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.
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.
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