Toronto’s Shelly Purdy Debuts a Victorian-Inspired Bridal Collection

The designer is targeting millennials looking for less formality

Shelly Purdy, a jeweler and jewelry retailer based in Toronto, is embracing Victorian design aesthetics with a gorgeous new collection of engagement rings and wedding bands called Vintage Opulence.

Victorian jewelry hallmarks including hand-engraved detailing and rose-cut diamonds are central to the new collection, which is sold on the designer’s website and in her Toronto boutique.

The designer called pieces in the new collection “a throwback to Victorian design, but with a modern interpretation,” in a prepared statement. And she’s actively courting millennial couples, whom she’s found (when they come to her retail shop) often consider more traditional bridal sets “too blingy.”

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Purdy plans to expand the collection to include colored gemstone earrings and pendants in the future.

“Millennials…crave jewelry that tells a story in the details and is more personal,” she added in the same statement. “In addition to being customizable, this collection changes millennials’ minds about what a diamond engagement ring can be.”

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(All photos courtesy of Shelly Purdy Studio)

JCK Magazine Editor