Ernest Jones extends partnership with Swarovski

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Retailer introduces brand’s jewellery to 105 stores and website.

Ernest Jones has strengthened its partnership with Swarovski and is introducing the brand’s jewellery ranges to more than half of its stores and online at ernestjones.co.uk.

The Signet-owned retailer will introduce the brand to 105 of its stores as well as online and will stock a range of 69-pieces of jewellery, ranging from stud earrings retailing at £40 to the brand’s Diamanta Collar that has a retail price of £245.

Ernest Jones head of buying Beverley Mitchell said: "This is an exciting fashion-forward brand and Ernest Jones is very pleased to have formed a partnership with Swarovski, enabling us to stock this brand online and in 105 stores."

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Ernest Jones has recently rebranded two of its stores and its website as Ernest Jones Love and Life to reflect what Signet marketing manager Colin Wagstaffe calls “the role that Ernest Jones proudly plays in peoples’ lives”.

The retail chain’s newest stores at Westfield Stratford and Exter have taken on the branding, as has the retailer’s website, but it is yet unclear whether the chain will roll out the branding to all of its 200 stores.

Speaking of the new branding, Signet’s Linda Kellner said: “The Ernest Jones Love and Life branding is about evolution – we have always been there for the moments that matter to our customers. From engagement rings to birthday gifts, self-rewards to Christmas presents, we are now expressing the importance of Ernest Jones’ role within these significant occasions directly with our new branding as love and life.”

Read the full story about the Ernest Jones new branding by clicking here.

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