London Road keeps gold jewellery tradition alive

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Brand carves niche with solid gold priced at under £500.

London Road Jewellery says it is attracting a cult following among independent jewellers that want to keep selling gold jewellery at sub-£500 price points.

Suzanne Adams, the brand’s co-owner and creative director, told Professional Jeweller at International Jewellery London that she is seeing scores of jewellers reach the London Road stand with relief that they have finally found gold jewellery to sell.

“Our family has been doing fine jewellery for three generations, so when we launched London Road two and a half years ago we wanted to use those skills and traditions,” Adams explained.

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The soaring price of gold has created a gap in the market for affordably priced gold jewellery costing between £150-500. The company makes every design, manufacturing and material decision based on hitting this price point for its finished pieces.

London Road is using IJL with the express aim of growing the number of accounts across the UK. “We are starting to see some of our first stockists come back for repeat business, which is great for a new brand, but we want to build on that success with more accounts,” Adams said.

London Road’s range is named after famous areas of the capital including Bloomsbury, Portobelllo and Kew. Within these collections there are several new pieces on show at IJL including the Lattice range, which is influenced by the wrought iron work found around Portobello. The range includes a diamond-set yellow and white gold pendant and earrings with matching ring and bracelet. RRP is from £495.

Pendants and earrings have been added to the Bloomsbury range of cocktail rings featuring large quartz elements in lemon, rose and grey. The pieces will retail at around £325.

 

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