Don't miss a gem
After a decade curating for the world’s top luxury retailers, Lydia Tufnell is stepping into her own spotlight. With eight years at Selfridges buying for The Wonder Room and two and a half years leading the jewellery department at Farfetch, she’s now launched Lydia Tufnell Consulting — a global brand development and wholesale management agency tailored exclusively to fine jewellery brands. We caught up with her to talk about buying, brand-building, and what designers need to know before stepping into the world of wholesale.
I was always drawn to jewellery — I was a magpie when I was younger and loved rooting through my mother’s jewellery box. I came to work in the industry through a fascination with how department store brand selections differed by region or price. That curiosity led me into buying, where I discovered a real love for sourcing brands and curating products with a deep understanding of customers and trends.
Lydia Tufnell, founder of Lydia Tufnell Consulting and former jewellery buyer at Selfridges and Farfetch
Both roles taught me so much — lessons I now use daily in my consultancy. At Selfridges, I learned the value of storytelling through product. The right curation and in-store experience can transform a piece into something unforgettable.
At Farfetch, I learned how to scale fine jewellery brands globally in a digital-first landscape, which is traditionally not built for jewellery. Overall, I learned that success in jewellery lies at the intersection of creativity, commerciality, and connection — and that’s the approach I bring to every brand I work with.
After 10 years on the buying and retail side — sourcing, curating and launching brands across two global platforms — I saw a gap in the market. There was a real need for a specialist consultancy that could bridge the divide between creative vision and commercial strategy in fine jewellery. I wanted to use my knowledge of market dynamics, consumer preferences, and retail structures to help brands grow in a focused and meaningful way.
The consultancy has two main pillars: Global Brand Development and Wholesale Sales Management.
On the wholesale side, I provide year-round representation and full-cycle support. On the brand development side, I help with everything from market expansion, commercial strategy and product assortment to creative direction and brand management. There’s no mass-market approach — each client gets a bespoke strategy that turns their vision into reality.
At the heart of it all is a passion for helping jewellery brands grow and thrive on a global stage.
It’s an interesting and complex time. Macro factors are shifting daily and affecting how consumers shop for high-value pieces. The rise of the digital-first customer base also adds micro shifts within the industry — and that’s hard for fine jewellery, which is naturally slower-paced due to the nature of the product.
That said, I think it’s an exciting time. Consumers now see fine jewellery as an investment or to mark a special occasion, and social media gives brands the chance to reach global audiences like never before.
There are so many — my favourites list is always growing! Right now, I’m really enjoying the rise of independent superfine brands. A few standouts:
Vice Versa – Founded by two friends from the industry, their jewellery has so much personality. I love how unexpectedly they set diamonds, while still making pieces you can wear every day or for a special moment.
Loraida – They create incredible statement pieces and love baguette cuts, which are a personal favourite.
Joelle Kharrat – Her ‘totems’ combine prime materials like diamonds, pearls, turquoise, wood and opals in a really unique, sculptural way. It feels like wearable art.
Make sure you’re truly ready — not just in terms of your collection, but across all the operational and commercial aspects. Production, lead times, finances, marketing, and commercial terms all need to be in place.
Wholesale partnerships — especially with major retailers — are incredible milestones, but they come with risk. And if you’re not prepared, most of that risk falls on the brand.
A brand is ready when it’s found the right balance between creative and commercial. That applies across the board — product, pricing, production and positioning. It should be a win-win for both the retailer and the brand. That alignment is what sets successful wholesale partnerships apart.
Everything! Jewellery is so uniquely personal. I love the emotion it holds — how it can make you feel, what it can make you remember. I love the hidden stories behind pieces gifted by someone special, or the way a jewel marks a moment in time. I even love the thrill of finding the perfect vintage piece.
Sourcing jewellery for other people brings me so much joy — helping someone find that perfect piece is magic.
Lydia Tufnell’s quiet influence has shaped the fine jewellery edits at two of the most recognisable retailers in the world. Now, with her own consultancy, she’s offering designers and brands that same level of insight, curation, and commercial instinct — all tailored to today’s fast-shifting global landscape. For emerging names looking to grow with intention, she might just be your secret weapon.
Follow Lydia Tufnell on Instagram
Enquiries: lydia.tufnell@lydiatufnellconsulting.com
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