it Diamonds enjoys strong growth among jewellers


Gift-led range growing in popularity among high-end retailers.

Nathan & Stock has reported an increase in stockists for its gift-led line it Diamonds, after a swathe of jewellery retailers took on the base metal range.

The manufacturer and distributor, which also makes and markets silver and diamond brand Lily & Lotty, said it Diamonds has enjoyed “strong growth” recently with jewellers taking on the collection, despite it originally being launched for the gift-led market.

The it Diamonds range has RRPs of £25 to £60 and is made using a mixed alloy plated in rhodium and set with diamonds. It is cast and polished in the same way as traditional silver and gold jewellery.

Story continues below

Graham Stock, director of Nathan & Stock, said: “We wanted to create a bold collection of high-end costume jewellery, set with a real diamond and with packaging as luxurious as any-high end prestigious precious metal brand. We think this is a first to market product and repeat sales have been excellent.”

The brand uses a static pricing structure for the range as it is not affected by fluctuating metal prices, thus ensuring that retailers maintain margins throughout the year. Nathan & Stock also gives retailer partners point-of-sale display for their shop window at no charge.

it Diamonds has won 30, half of which are in Scotland, won through Nathan & Stock’s agent John Gibbons, who Stock says has had great success.

"When we launched the brand in 2011 we initially thought it would be for gift shop retailers only but recently a number of independent jewellers have taken the brand," added Stock. "Jewellery shops include Michael K in Bury St Edmunds, Gibsons of Haddington, Grays in Scotland and HM Williams in Stoke."

The brand’s creative director Carole Stock said: “Having a base metal collection gives us real creative freedom to design larger and heavier pieces without having to be concerned about the precious metal weight.”



Protected with IP Blacklist CloudIP Blacklist Cloud

Related posts