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Alchemy's flagship, and most famous brand and product collection is its continually developing line of Alchemy's pewter, alternative fashion jewelry, pewter giftware and genre-defining designer lifestyle products known as Alchemy1977. For many years this was branded as Alchemy Gothic, which persistently remains its best known monica and a significant registered trade mark, though now this would rather misrepresent the range's much wider and more varied styling. Alchemy Gothic now refers more specifically to Alchemy's prolific and definitive development in 'gothic', fantasy, supernatural, legendary and historical artwork and illustration. Previous to this and going back to around 1980, the Alchemy pewter jewellery collection was known as Alchemy Metal-Wear. These metamorphosing brand name variations have, of course, been hinting at the history of Alchemy and the brand's various evolutionary stages since its original conception in 1977.
The Alchemy1977 product range is now a vast and extremely varied collection of uniquely imaginative, 'alternative', or 'eccentric' jewellery, personal and fashion accessories and lifestyle products, and which fill a stylish 'coffee table', magazine-type colour catalogue, published once a year, every September followed by its Spring supplement of new additions each February. The catalogue is available to the public from Alchemy stockists or, directly from Alchemy by mail-order by completing this form. Trade, Distribution and Wholesale customers will receive a complete trade set of Alchemy's printed catalogues once an account has been opened.
The categories covered in the Alchemy 1977-Alchemy Gothic catalogue are divided into Jewelry & Personal Accessories, Printed Products and 'The Treasury', (Giftware, Decor and Lifestyle Products:.