Could you tell us a little about the history of Deakin & Francis and the driving force behind its success as innovators in design?

Here at Deakin & Francis we are immensely proud to be celebrating over 230 years of creative craftsmanship. As a long-established firm of manufacturing jewellers and silversmiths, we are delighted to be able to continue to build on the heritage, brand and family values that have been created over the past two centuries. We understand the importance of changing and following trends, this helps to push our wonderfully creative design team to always come up with new and inspiring designs. We love to think outside of the box, creating designs that are not just appealing to the eye, but match our customers desires and personalities. The jewellery market is constantly changing, and we are not afraid to try and push new design ideas.

Why do you think Deakin & Francis is a market leader and survives in such a competitive market 233 years after its inception?

Due to our wonderful history and heritage we have grown a well rounded and highly skilled team, from our expert vitreous enamellers, to our creative jewellers and design teams. Being in the industry for so many years has allowed us to really master what we do. Whether you are selecting a beautiful traditional piece to treasure or a gift to pass on to a loved one, we really do something for everyone. With an enviable international reputation for the breadth and diversity of our range, our brand boasts enthusiasts, celebrities and members of royal families amongst our clientele. It is about adapting to the changes and challenges the market presents, and exploring new opportunities.

As a result of your investment in design, skill and craftsmanship, Deakin & Francis is a leader not a follower. Good design is often copied, and we understand that you have experienced copying. Could you tell us a little about how you discover and deal with infringements?

It is never nice or easy when you discover a design has been copied. When you have that passion, pride and excitement of your products it is sad to see or think people are willing to copy ideas that you have invested your time into.

We have experienced copying several times, that we have discovered at trade shows or customers have sent us images of poor copies. Our initial reaction when this first happened was shock and in fact we contacted ACID and sought advice. As a result of working with ACID we contacted one of their Legal Affiliates, McDaniel & Co, and they have acted for us on numerous occasions. The first time when we discovered an overseas manufacturer copying our well-known skull designs they sent a letter of objection and managed to resolve the issue without going to Court. We would recommend good legal advice for all jewellers who discover their designs have been copied.

What is your message about the “me-too” culture that pervades some of your sector and those who ride rough shod over the law?

A fake is always a fake. It lacks the DNA, the passion and the properly made quality of an original. Copying shows a lack of skill, a lack of care and a lack of imagination. These businesses often don’t stand the test of time.

Do you think that IP ethics, compliance and respect for intellectual property should be the cornerstone of the industry, in terms of declared Corporate Social Responsibility? And if so, how could the jewellery sector achieve this? 

In an ideal world, there would be a non-copying declaration, that was adhered to by all. In reality this would be challenging to enforce.

You invest in your people by helping them to develop skills and craftsmanship. How important do you think this is for the future of Deakin & Francis?

Investing in our team and helping to develop their skills and craftsmanship is extremely important. This allows us to create our beautiful pieces in house. This is also important for the industry itself and our customers. We love to create bespoke items and are happy to work with our customers to get the best end result, having highly skilled in house craftsmen makes it easier for us to all work together to create our famous innovative products and bring our customers ideas and wishes to life.

We now have an IP Act which will mean not only criminal provisions for intentional Registered design infringement but also for individual directors. Do you believe that if this is extended to unregistered designs infringement, it will become more of a deterrent?

As soon as there are test cases and the industry can see the impact of copying, this will certainly become more of a deterrent.

Can you give us a steer on what you feel ACID’s achievements have been and what we could do in the future to raise further awareness about IP theft?

ACID provides an invaluable service for designers of original jewellery. Deakin & Francis have benefitted through access to specialist legal advice. ACID could promote every case of copying in a name and shame list online!

As you know ACID is the main Policy and Government campaigning body for Design & IP reform. What are your 3 recommendations to Government to stem the tide of blatant design theft to support the jewellery and broader design sector?

• Easy reporting of design theft.
• Register of design infringes.
• Promote legal cases.

Deakin & Francis