On winning 60 stockists and growing sales by 41% in a year.
What’s the coolest part of London? Hoxton or Mayfair? New Cross or Kensington? Hackney or Notting Hill? You could make an argument for each of these – and lots more too – but Ed and Suzanne Adams don’t need to. They have the entire capital locked down in their cleverly branded London Road.
At four years old the brand is maturing very nicely indeed. It has reported its best year so far, having chalked up its 60th stockist and hiked sales up 41% over the past 12 months.
It is all bang in line with the plans of managing director Ed for London Road to become the go-to brand for affordable gold jewellery. “We recognised a void in the market. Customers with £200 to £1,000 to spend had very little choice. So we set about filling the void between branded silver and 18ct fine gold jewellery with a British brand of gold jewellery, which is contemporary, high quality, offers great value and has lasting integrity. We launched London Road Jewellery four years ago and were delighted to be able to sign over 20 stockists in the first year, including several John Lewis stores.”
Ed and his sister Suzanne, co-owner and creative director, were always well placed for success. As third generation jewellers they were close enough to market to see that retailers were aching for a way to keep selling imaginative, quality gold jewellery at a price point that was not dragged out of shape by rising gold prices.
Ed paid his dues, having worked his way up London Road’s parent company, founded by the pair’s grandfather, since joining in 1993. Suzanne meanwhile joined after a globetrotting career working in marketing and PR in the Middle East, Asia and Australia. She had to work her way up too, starting as a sales rep before getting her FGA gemmology qualification.
They are both keen to emphasise the fact that it is quality in design and manufacture that will secure their success and Suzanne says they will push for two more debutant ranges this year, both based on London’s multicultural influences. Ed, meanwhile, is focused on “increasing stockists and exploring new channels and outlets, as well as developing new programmes for supporting and working more closely with existing stockists”. The only question will be what part of London will be the next to get the London Road treatment?
Ed Adams and Suzanne Adams were selected as CMJ Business Big Shots in the Professional Jeweller Hot 100 2013 in association with The Company of Master Jewellers. To read a digital version of the book in full online, click here.