A year ago, if you’d told me Nudie would win a trade stand award, I’d have laughed.
Not because I didn’t believe in the brand, but because if you’d seen our first setup in 2025, you’d understand why.
It was what I now affectionately call “year zero”.
A handful of second-hand fixtures, some very questionable Facebook Marketplace finds, bits borrowed from whoever would lend them, and a general attitude of we’ll figure it out when we get there.
At the time, it felt fine. Necessary, even.
Looking back now? It makes me cringe.
But I once heard someone say:
As Reid Hoffman famously said, “If you’re not embarrassed by the first version, you launched too late.”
Looking back at our first trade stand… I finally understand what he meant.
And that feels painfully accurate.
Because we started as early as we could. No formal training, no retail background, no event experience. Just passion, instinct, and a slightly concerning willingness to learn in public.
And somehow, one year later, we’ve been awarded Highly Commended for our trade stand at Royal Three Counties Show 2026.
That feels pretty mad.
It Was Never About Winning
The funny thing is, I’ve never designed a stand with awards in mind.
From day one, the vision has always been much simpler: create a jewellery shop in a field.
Not a market stall. Not a table with products on it.
A world.
Somewhere you step into and feel like you’ve momentarily left the show behind.
I’ve always wanted Nudie to feel like a holiday. Like a little sun-soaked getaway. Somewhere warm, effortless and easy, where the jewellery glows, everything feels relaxed, and there’s always an Aperol Spritz on the menu.
That’s the atmosphere.
That’s the feeling.
And every event, we’ve been inching closer to it.
2026 Was The First Real Version Of That Vision
This year the stand felt truly curated.
Not thrown together.
Not “good enough”.
Intentional.
Every decision was made with the customer in mind. How they move through the space. What catches their eye. Where they stop. Where they naturally pick things up.
Even the plinths, which many people have complimented, are still technically repurposed planters with custom-made wooden lids.
So while we’ve come a long way, there’s still a bit of chaos holding it all together. But that’s what I’ve learned over the last year of shows. Great retail spaces aren’t just about looking beautiful. They have to feel easy. Welcoming. Natural.
Jewellery is emotional.
The environment should be too.
Why This Matters
Receiving a trade stand award at Royal Three Counties doesn’t feel like “winning” in the traditional sense.
It doesn’t feel like beating other businesses.
It feels like someone quietly saying:
Yes. We see what you’re trying to build.
And that means a lot.
Because when you’re building a brand from scratch, often without any roadmap, you spend a lot of time wondering if the vision in your head is translating the way you hoped it would.
This felt like proof that maybe, just maybe, it is.
Looking Back (And Ahead)
When I look back at where Nudie started, it’s easy to laugh.
And honestly, I think that’s healthy.
Growth should make you cringe a little.
It means you moved.
In one year we’ve gone from “how do I make this tablecloth stay on?” to being recognised for the full customer experience.
That doesn’t mean we’ve made it.
It just means we’re moving in the right direction.
And the exciting part is, I still feel like we’re only scratching the surface of what this could become.
For now though, I’m going to take this moment.
Because for a little jewellery shop in a field, this feels like a big one.
0 comments