Mireya seeks bridal brand growth with Houlden

Diamond business says Harout R range has great potential in the UK.

Hatton Garden-based diamond jewellery business Mireya has joined the Houlden Group, with plans to grow relations with high-end UK jewellery retailers.

The company became a member last month having benefitted from working with buying groups in the US, and realising that a number of its target retailers were Houlden Group members.

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Mireya distributes fine and bridal diamond jewellery in the UK, as well as bridal brand Harout R. It also operates its own diamond selling platform, with some 20,000 cestones available at any one time.

Its UK managing director Rahil Shah said: "We believe that the high end designer bridal line Harout R, which offers the new interchangeable peg head system, as well as our complete web support and listing of more than 20,000 certified loose diamonds, will offer additional value to Houlden Group.

"With instant customisation, the Harout R collection will truly revolutionise the bridal business [by] allowing end consumers to design their own engagement ring and retailers to reduce their investment and gain higher returns."

Shah added that while Mireya is presently working with about 10% of Houlden retail members, by joining the group there is potential to greatly increase this number.

"Eventually we would like to work with every member of group, but for now the target is, in the next few months, for my team and I to attempt to meet every member at their doorstep and brief them of the values that we have to offer and how together we can make a difference," he told Professional Jeweller.



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