Seventy Seven Diamonds to be a part of Vogue’s Fashion’s Night In
Seventy Seven Diamonds to be a part of Fashion's Night In
Vogue's annual Fashion's Night Out, although only in its second year, has already taken the world’s capitals by storm. Set up in 2009 by British and American Vogue in a philanthropic bid to boost the flagging retail sector since the recession, it promotes and encourages shops to open their doors for one night a year in the run up to September’s Fashion Weeks.
This year, stores across sixteen different cities, including London, New York and Sydney, offered discounts, style advice, goodie bags and often a full bar, staying open long after the usual closing hours. However up until now Fashion's Night Out could only be experienced by those in the bigger cities, but this year Vogue has gone digital and launched Fashion's Night In, coupling the perks of FNO with the comfort of your own home. On 1st November, online retailers will set their websites up with discount codes and special offers available and Seventy Seven Diamonds is going to be right there in the thick of it.
For this exciting night and in anticipation of the launch of the new Seventy Seven Diamonds collection, available the first week of November, we are offering customers an exclusive chance to order our Daisy diamond earrings from the new collection before they officially launch online. Our "Daisy earrings" will be at a 15% discount of the normal retail price for one night only. For a bit of ice, both in the living room and outside on this cold November evening, huddled on the sofa with a glass of wine, let yourself be transported to the warm spring weather as you pick daisies in the mid-winter.
Promotional hat now firmly off, Vogue's Fashion's Night Out is a really wonderful event for retailers and customers alike. Just this September, I had the pleasure of shop-come-bar-hopping in London’s West End, making my first stop at Browns Focus where I drank fabulous Moscow Mules while gaping at gorgeous clothes, woefully out of my price range. My next stop was Liberty where Giorgio Armani and Vogue Editor Alexandra Shulman kicked off their evening with a toast to FNO 2010 and just a glass of champagne later I was on Bond Street where the sounds of live DJs emanated from the shops and impossibly good looking men serving drinks, lined the doors to welcome all and sundry into the FNO fold. I stopped at Bally who had converted their sprawling three-storied-camel-interior shoe shop into the most marvellous lounge bar with a live DJ and a fair few glasses of bubbly and it was absolutely packed. However, I'd heard that Gwyneth Paltrow was manning the bar at Stella McCartney and Diane Von Furstenburg, already famous for throwing a good FNO bash, had a few surprises in store, so I headed for Bruton street.
However, after I found myself at Burberry, where there was a magnanimous display of sheepskin aviator jackets and the odd G&T, the night had soon gotten a little hazy. My friend had found a very fashionable piñata and word had got round that Gwyneth had gone home to toddlers Moses and Apple, so we too decided to call it a night. However, in spite of the rather innocuous pop-up bars, the evening inspires a relaxed shopping environment and importantly flags up retailers and designers that you may not have been so well acquainted with prior to the event. Unfortunately the online world isn’t yet developed enough to provide the music, mules and men serving them, but why not invite a few friends over, crack open a bottle or two and see what the WWW has to offer!
By Hannah Powell
The 77 Diamonds team are incredibly excited about FNI, let us know what you think of the evening on Twitter @77Diamonds and Facebook 77Diamonds.
http://www.vogue.co.uk/special-events/100908-fashions-night-out-london-2010.aspx
