about us

As a market intelligence agency with a 100% focus on the global jewellery industry it’s no exaggeration to say that we’re passionate about all things jewellery: about driving the industry forward, about encouraging innovation and exploration, and about supporting your business to reach its full potential.

FOUNDERS

maia-adams

MAIA ADAMS
head of global research

With a degree in Fashion Communication from Central Saint Martins I worked for a number of years as a journalist across a wide variety of leading consumer titles including Elle, Wallpaper and Vogue and The Guardian newspaper.

A move into customer publishing saw me developing content strategies for leading consumer brands including Calvin Klein, Levi's, Swarovski, Habitat, L’Oréal and The Arcadia Group.

In 2010, pinpointing the emergence of a dynamic niche within the designer fashion jewellery field – an arena very much driven by a consumer base with an increasingly trend-savvy approach to adornment - I wrote 'Fashion Jewellery: Catwalk & Couture'. Published by Laurence King, this book became an international best seller.

Cementing my position as a jewellery expert, this experience led to numerous interesting opportunities including sitting on the panel of international jewellery competitions, curating jewellery exhibitions, and speaking at events and trade shows worldwide.

It was at my book launch at Parisian boutique Colette that I met Juliet. Our mutual love of jewellery, and in particular our passion for creating change within the industry, led us to conceive and launch Adorn Insight in 2011.

juliet-hutton-squire

JULIET HUTTON-SQUIRE
head of global strategy

My career in jewellery started over 25 years ago with a degree in metal smithing and gold technique from the University of Stellenbosch, South Africa. A desire for a more commercial environment led me to become the jewellery buyer at Truworths, one of South Africa’s leading fashion retailers. It was here that I learned the importance of offering unique product in line with consumer trends, at favourable price points and with a focus on both consumer experience and in-store marketing. The resulting phenomenal sales growth saw me win the Managing Director’s citation for Buyer of the Year.

A move to the UK saw my jewellery career widen out to include guest editing and guest presenting on television jewellery shows, speaking at jewellery events and conferences around the world, writing papers on topics relevant to the growth of the jewellery industry, and consulting to jewellery manufacturers on product direction and branding.

In 2009 I founded Adorn London - one of the first consumer blogs dedicated entirely to jewellery. Noting a gap in the market for a B2B platform which provided market intelligence to industry influencers driving change and growth in their sectors I joined forces with Maia, and in 2011 we launched Adorn Insight. To date, it remains the only independent and dedicated agency to service the global jewellery industry.


consultants

From photographers and gem experts to designers and trend spotters, our far-flung team of industry authorities keeps us up to speed with developments in the jewellery world at all times.

Map of our consultants around the world