ABOUT

DESIGNING THE AMINOFF LONDON CORE COLLECTIONS BROCHURE:
When Aminoff London commissioned us to design their Core Collections brochure, the brief was clear: a publication that would sit comfortably alongside the finest jewellery houses in the world. Established in 1972 and now in its third generation of family ownership, Aminoff London has spent over fifty years building a reputation in Hatton Garden for exceptional cultured pearls and hand-crafted fine jewellery. The brochure needed to reflect exactly that.

A PALETTE DRAWN FROM THE JEWELLERY ITSELF:
Rather than imposing a palette on the brand, we extracted one directly from Aminoff’s materials. The backgrounds throughout the brochure are a warm taupe. Against this, the jewellery photography sits with quiet confidence.

The Aminoff blue, carried through the logo, product codes, and specification text, is authoritative without being cold. It references the deep ink of traditional jewellery trade correspondence and gives every product listing a quiet formality that suits a Hatton Garden address.

White space does the heavy lifting. Each spread is designed to breathe.

TYPOGRAPHY:
The brochure uses a high-contrast serif for collection headers – set large and light, with the initial capital drop letter treatment providing a nod to traditional trade publishing. It signals confidence: this is a house that has been producing beautiful things for a long time.

Product specifications are set in a clean typeface with carefully controlled tracking and kerning. Pearl size, carat weight and chain length – these are the numbers that matter to a buyer, and they needed to be instantly legible without feeling like a data sheet.

EDITORIAL PRESENCE:
The collection openers use dramatic, dark background model photography – deep charcoal for the Exclusive and Fine Collections, deep burgundy for the Classic Collection, and a warm espresso brown for the Everyday Collection.

Product photography throughout uses a clean white background with soft shadows, ensuring every piece – from a 13.5mm South Sea Pearl and Diamond Stud to a 9ct Gold Freshwater Drop – is presented with equal care, regardless of price point.

GRID AND LAYOUT:
The interior spreads follow a disciplined four-column grid with generous margins. Eight products per spread is the standard across the collection pages, each with its product code, specification, size and carat weight clearly presented, beneath a clean product image.

This is a working document – it needs to function as a reference for partners – but it never feels utilitarian. The consistent use of hairline rules, the navy accent colour on product codes, and the measured spacing between items mean that even a spread showing sixteen individual items retains a sense of order and quality.

BROCHURE COMMUNICATION:
A jewellery brochure at this level communicates two things simultaneously: that the products are beautiful, and that the company behind them is serious. Every design decision was made with both in mind.

The result is a document that a buyer can use to place orders and a client can hold in their hands and feel – even before a single piece of jewellery has been seen.

DESIGN YOU CAN FEEL:
We chose G F Smith’s Colorplan Navy 270gsm for the outer cover – a deliberate choice that echoes the classic presentation boxes of the world’s finest jewellery houses. The Aminoff logo and cover detailing are finished in satin gold foil, applied with precision to catch the light, as a well-cut stone would. A silk weave emboss adds a further layer of refinement – even before the brochure is opened, your fingertips are telling you this is something worth keeping.

The 52 pages within are printed in full colour on a 200gsm silk stock – substantial in weight and sympathetic to the pearl photography throughout. Silk coated paper strikes the right balance for this kind of work: smooth enough to render gemstone lustre and skin tone with accuracy and depth.

Perfect binding and a precise trim give the finished brochure a clean, architectural spine – the kind that sits on a desk or a coffee table with quiet confidence. This is a printed product that reflects the quality of what’s inside. From the moment you pick it up, this brochure suggests Aminoff London do not compromise on quality.

We work with jewellers, luxury retailers and fine goods brands who require graphic design and print that reflects the quality of their products. Get in touch to discuss your brief.