Reshaping the luxury of Bond Street

© Written by Rachael Taylor for VO+

Last year was a particularly busy one for Jeremy Morris, as he set himself a challenge that would shake the very foundations his family business was built on. The quandary that he spent so much of 2016 pondering was: just how does one make the ultimate in exclusivity inclusive?

David Morris is a name associated with large and rare gemstones. Much of the British jeweller’s offerings have prices in the stratosphere, and this cloud of privilege has been the cornerstone of the brand since Jeremy’s father David first started his career; just five years after serving his apprenticeship, David sold Richard Burton a heart-shaped diamond necklace as a Valentine’s Day gift for Elizabeth Taylor. The house, from its headquarters on London’s Bond Street, has since created jewels for multiple Bond movies, dressed royalty and celebrities, and has done it all without the need for entry-level collections or commercial bridal lines to prop it up financially.

Yet, as the luxury landscape has evolved in recent years, Jeremy has arrived at the conclusion that so too must David Morris if it wants to embrace the millennial generation – and Jeremy certainly does. And so begins a reshaping of one of the last bastions of old-world Bond Street luxury…

This article was originally written for the January 2017 issue of VO+. Continue reading to see layouts.

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