“We went into the shows not expecting anything to come of it, and we’ve been really overwhelmed by the response — particularly with the Joanna Lumley one when it was so new and different to what everyone else was doing,” says Jewsbury. “It’s been nice to see how much people connect with the work.”

Why is a jewellery and accessories brand showing at fashion week in the first place? “It’s a good question,” Jewsbury laughs. “What I love about showing during fashion week is you get this energy from a live format. It’s exciting to me and it really enables us to give our pieces a bit more life and context. It allows us to add to the Completedworks universe in an unexpected way. Fashion week also allows us to contribute to the cultural discourse.” She measures the success of her fashion week shows by gauging “if people are excited by the show and talking about it and engaging with it”.

Jewellery makes up around 70 per cent of the brand’s sales, while homeware (which includes glass, metal and ceramic pieces) accounts for 25 per cent, and bags, which just launched, comprises 5 per cent. The brand declined to share annual revenue figures. “By the small nature of the products, there’s an inherent limit to how close the audience can get to the pieces,” says Jewsbury. “What’s been good about the shopping channel concept is that we have these monitors on set that zoom in on the products. We can do re-sees with buyers and press to take them through the collection, but [the show] is really about creating a moment and expanding on the Completedworks world.”

The shows play a role in customer acquisition, too, she says. “These days, shows are all over Instagram, fashion shows aren’t gatekept by the industry [anymore]. Our direct-to-consumer contingent has definitely grown over the past few years,” says Jewsbury. Wholesale still makes up the majority of sales (60 per cent) and the brand has around 100 stockists worldwide including Dover Street Market, Net-a-Porter, Ssense, Bergdorf Goodman and 10 Corso Como Seoul. Its key markets are the UK, the US, Asia-Pacific (particularly Japan, South Korea and Australia), France, Germany and the UAE.