Gemporia lands in House of Fraser with new range

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Exclusive collection marks first presence for brand on UK High Street.

The Genuine Gemstone Company’s jewellery brand, Gemporia, is launching its first collection on the High Street next week with department store House of Fraser.

The previously online-only brand will be available in 20 stores as part of a first-phase roll out into House of Fraser. Gemporia will eventually be housed in 42 stores, including the flagship store on Oxford Street, in the next two months.

Gemporia are well established in the online retailing sphere and have a large international following. However, this step onto the high street indicates a turning point in their strategy but Steve Bennett, founder of Gemporia and jewellery expert, is adamant that the company’s ethos will remain unchanged.

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Bennett said: “Launching the jewellery into department stores is a natural progression for Gemporia. There is a growing appetite for our unique jewellery online and via our TV channels Gems TV and Rocks TV. As ever, our customers know best and this fully integrated omni-channel approach is a direct response to the growing demand to try on our pieces before buying them.

“The fact that our jewellery will be stocked in such a reputable and wide-reaching chain as House of Fraser marks a big step for us. It offers our existing customers a fuller brand experience, as well as opening doors for us to reach new markets.

“We can ensure that all new collections will still stay true to our commitment to ethically sourced, fairly priced jewellery. We firmly believe that there is no reason why everyone can’t own high quality gemstone jewellery. We own each stage of the process, from mine to consumer, so can offer savings of up to 57% whilst guaranteeing exceptional quality. The collections will be competitively priced, starting from £18 for a labradorite necklace up to £165 for a diamond ring.”

The Aria collection will be exclusive to House of Fraser. Prices start at £65.

 

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