Gems TV wins exclusive UK distribution of Effy

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Introduction of US brand part of shift towards fashion-led designs

Gems TV now has exclusive UK distribution of US jewellery brand Effy.

The introduction of the Effy collection is part of a shift at Gems TV towards stocking more fashion-led ranges. Other fashion-led collections introduced at Gems TV in recent months include celebrity jewellery collections by singers Alesha Dixon and Lily Allen.

Gems TV said: “The channel is expanding its fashion credentials and broadening the appeal to a wider audience and attracting new consumers to television shopping.”

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The Effy collection sold at Gems TV includes multi-coloured pavé set gemstones on statement rings, dog tag-style pendants and jewel clusters on drop earrings and bangles set in 9ct, 14ct and 18ct gold.

Effy was established by jewellery designer Effy Hematian. Effy’s luxury collection features precious and semi-precious gemstones, imported from mines around the world, and handcrafted at the brand’s workshop in New York.

Effy is stocked in high-end US department stores such as Bloomingdales and Macy’s. It also has standalone stores.

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