BlingDeenie shines at Pure London

Nadine Hutchinson is a fashion stylist, trend consultant, designer and thriving entrepreneur. You may have seen her eye-grabbing work already on the BlingDeenie website, in Urban Outfitters’ flagship store in London and in Notting Hill

concept boutique, Wolf & Badger, to name but a few. Her boundary-pushing designs have earned her an international following of die-hard devotees who can’t get enough of the style, glamour and assertiveness synonymous with the BlingDeenie style. Whether Hutchinson is putting the finishing touches on a Swarovski crystal pendant or showcasing her hand-finished crystal nail sets, her work seals itself indelibly as the definitive statement brand.
 
FashionUnited caught up with Hutchinson fresh off the trade show floor at Pure London - the UK's leading trade fashion event - where her BlingDeenie Candy Floss collection made its successful debut.
 
FashionUnited: What inspires you, both for this Candy Floss collection and generally?
Nadine Hutchinson: "Life inspires me, people inspire me and traveling inspires me. When I mix it all up I tend to conclude with something fun, bold and exciting. Candy Floss has been on my radar for a good while, dure in my last visit to Tokyo, there seemed to be an obsession with everything candy related, from pastel shades through to sweet components the girls put in their hair. I fell in love with this candy inspired concept, so thought about creating a collection inspired by it. I'm a real ‘girly-girl’ and love everything big, fluffy and pink. That's how 'Candy Floss' came about."
 
FU: What do you think you’ve done to set yourself apart from other designers out there?
NH: "I'm not a conventional designer, so I don't necessarily follow the seasonal buying circle, nor do I follow fashion fads or commercial trends. My designs come from within; ideas come to me at the craziest times. I literally get a vision when I least expect it. Every item I produce is completely me; I have a very personal relationship with my jewellery designs. I like to push boundaries and step outside of the box, some items are completely over the top but that's just me."
 
FU: How long have you been doing trade shows to promote your brand?
NH: "Trade shows are fairly new to the BlingDeenie business strategy, Pure London in February 2010 was my first trade show. I walked away with six key international accounts. Trade is essential for brand growth."
 
FU: How important do you feel branding is within the industry and how much do you think it has contributed to your success?
NH: "BlingDeenie is an inspirational lifestyle brand and our brand image is as important as each individual product within our design portfolio. Branding is hugely important as it communicates our overall image and company vision."
 
FU: We can only imagine how much planning and preparation goes into exhibiting at a trade show. Is there an ideal timeframe to pull it off? What advice would you give to “newbies” preparing their collections for trade shows like Pure?
NH: "I'm already preparing the next concept for the February 2011 shows. It's important to be as organised as possible, planning is essential to a successful collection."
 
FU: Pure London saw a 24% increase in visitors this year, compared to August 2009. What do think set this year apart from last year?
NH: "Overall footfall seemed less to me. Regardless, Pure London is the leading fashion event show in Europe. Buyers are loyal and this reflects in the high attendance throughout each show."
 
FU: Any insider news? We heard on the grapevine that a major brand had pulled out at the very last minute.
NH: "I was glued to the BlingDeenie stand throughout all three days. No gossip from me, I’m afraid."
 
FU: You recently revealed that you are working on the new BlingDeenie e-commerce website, among other things (see 60-seconds interview with Nadine Hutchinson). What else do you have planned for the coming months?
NH: "There's lots of exciting things happening in the world of BlingDeenie in the near future. The official BlingDeenie blog will launch towards the end of August, which will keep everybody up to date with all the wonderful things that happen in BD's world. Soon after, we will participate with jewellery sponsorship for a super-hot designer in London Fashion Week. Just after LFW, BlingDeenie will launch a new limited edition line in an amazing concept store in the UK and New York. My lips are sealed, I’m afraid. No name-dropping from me."
 
Picture: BlingDeenie.com