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Come and see us in the heart of London, at the craft market 

in Jubilee Market Hall, Covent Garden

every Saturday & Sunday

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Geoff Had A Dream

Geoff Maynard had a dream. He wanted to make rings. ​Not just any rings - he actually wanted to make The One Ring. He says: "I read this famous book when I was around 12 years old. The story of the magic ring worn first by Gollum, then by Bilbo and finally Frodo, entranced me so much that it is what lured me into making rings for a living." ​Driven by this passion, he learned to make rings, honing his craft, building his repertoire, until he had enough in his armoury to start Whichcraft in 1972. Opening a stall on Covent Garden soon after and continuing to sell hand-made gold, silver and diamond rings, Geoff has been trading as Whichcraft ever since, with the Whichcraft stall becoming the oldest (and one of the originals) on the weekend craft market at Jubilee Market Hall in Covent Garden. 

In 2021, as the world began to emerge from the global lock-down from the Covid 19 pandemic, Geoff recognised he needed to inject new life and new blood into his baby. Step forward his cousins Jacqueline and Michelle. As the ladies bring their new enthusiasm, ideas and energy to the business they've learned from the master how to work with the various elemental forces to create beautiful and stylish jewellery, to continue the journey

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Still 1981

Quality jewellery at an affordable price


Back in the day....

Geoff and Whichcraft have made Jubilee Market their home for the last 4 decades

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The Jubilee Market Hall

A listed building, built in 1904. The refurbished market hall was re-opened by Her Majesty Queen Elizabeth II in 1987.

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A better class of clientele...

God bless you ma'am

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Historic Covent Garden

Back in the day....

Iconic and with many changes of fortune and appearance over the centuries - but always a market at heart



The modern Jubilee Market Hall

Well into a new Millennium and adapting with the modern world

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