Breuning planning to boost bridal presence in UK

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German silver and fine jewellery brand seeking top retailers.

German jewellery manufacturer Breuning is plotting to grow its position in the UK’s bridal jewellery sector following an overhaul of its product categories.

The company has now split its product lines into three sub brands: Pure Love, Pure Elegance and Pure Fashion, reflecting the product categories of wedding rings, gold jewellery and silver jewellery.

The brands UK representative Barbara Bellm-Rossetti said: "We want to rebuild business in the UK, especially as our silver lines are strong, but want to give our wedding bands more focus."

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Breuning specialises in patterned and mixed-metal gold, palladium and platinum wedding bands, as well as rings set with diamonds.

Bellm-Rossetti added: "We want to be in the best store in each town, those offering jewellery at mid- to high-end price points."

Breuning has also launched a new collection under its Pure Fashion brand using Corian, a heard-wearing material typically used in kitchen fit outs.

The brand launched the collection at BaselWorld, showcasing a range of silver jewellery featuring black and white Corian in both matt and polished finishes.

The collection marks the first ever use of the material by Breuning and an alternative use of Corian as it is normally reserved for use in kitchen countertops owing to its hypo-allergenic nature.

Breuning has set slices, discs, pebble shapes and slithers of Corian into pendants and earrings, with several designs decorated with gold plated elements or placing the Corian within openwork pendants.
 

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