Bevilles recruits ex-MAFS star Jules Robinson for jewellery range and education series

Australian jewellery retailer Bevilles has partnered with television personality and entrepreneur Jules Robinson on a curated range, Jewels By Jules Edit, and a five-part digital series, Jules' Jewellery School.

Robinson, who first rose to fame on season six of Married At First Sight, worked with the Bevilles team to select the edit from the retailer's range, which spans lab-grown diamonds, gold, sterling silver and cubic zirconia, including pieces for everyday wear.

The Jewellery School series will be run across Bevilles' digital channels. Robinson will draw on the retailer's buying and merchandise teams to explain categories shoppers often misunderstand, including the difference between solid, bonded and plated gold, what makes a lab-grown diamond a diamond, and the technology behind Bevilles' new waterproof jewellery collection. She will also share her own favourite pieces.

For Robinson, the collaboration began with a genuine curiosity about what goes into the jewellery Australians wear every day.

She said: “I’ve always loved jewellery, but spending time with the Bevilles team made me realise how much there is to know about what you’re actually buying.”

“There are so many terms we see when we’re shopping – lab-grown diamonds, bonded gold, sterling silver, waterproof jewellery – but we don’t always know what they really mean or what makes one piece different from another.”

“I loved the idea of making that knowledge fun and accessible, while also putting together an edit of pieces I would genuinely wear. There are some incredible finds in there, and I think people are going to be surprised by what they discover.” Robinson added. 

Dimity Edwards, senior marketing manager at Bevilles, said Robinson was a natural fit for the next evolution of the brand.

“Jules brings exactly the combination of style, personality and curiosity we wanted for this partnership. She hasn’t simply stepped in front of the camera – she has spent time understanding our product, our people and the knowledge behind what we sell.”

“Bevilles has been part of Australian jewellery retail for more than 90 years, but there is so much about the quality and breadth of our range that customers may not know. This collaboration gives us an opportunity to tell that story in a completely different way.”

The campaign will begin with a series of teasers from Thursday, October 8th, ahead of the official reveal of Robinson on Sunday, October 11th.

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