Ed and Suzanne Adams launch new jewellery brand

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Fine jewellery family creates gem-set gold label London Road.

Brother and sister team Ed and Suzanne Adams have established a new jewellery business venture called London Road.

The jewellery brand offers a full range of colourful gem-set gold women’s jewellery priced between £200 and £500.

Ed believes that there is a gap in the market for wearable fine jewellery at affordable price points and London Road has been created to fill this void.

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He added: “We identified attractive price points and, through our years of experience producing fine gem-set jewellery, our workshops had the skills and know-how to work to tight margins to achieve this, keeping the core retail price for London Road between £200 and £500.

“When trade is difficult, it’s important to be able to offer something that is different and unusual such as London Road, which is an honestly priced product and differs from most other brands in offering notable value for money. And, as there is no silver or gold-plate in the collection, we are not compromising the integrity of the brand.”

Ed and Suzanne are directors of a third-generation fine jewellery manufacturer and plan to use the connections that the family business has cultivated over the past 70 years to push London Road.

Suzanne said: “Over the years, we have developed an excellent relationship with many of the UK‘s leading retailers including John Lewis, where London Road has been extremely well received. After further developing the brand, we are confident that the time is right to introduce London Road to our loyal network of independent retailers. So as not to over-commercialise the brand, we will be controlling distribution. Unlike some organisations, we will not be dictatorial, but work in partnership with stockists to build the London Road brand.”

The brand name itself is a nod to the Adams family business, which has been working out of London since it was established by the pair’s grandparents. Suzanne explains: “We consulted a top UK branding agency which came up with several concepts including the name London Road, where we have been manufacturing our jewellery for some 70 years. We named the collections after some of London’s most vibrant and well-known areas and landmarks, including Bloomsbury, Burlington, Carnaby, Kew, Pimlico, Portobello, Primrose Hill and Soho.”

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