Nikki Lissoni adds statement chains to coin offer

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Brand carving niche with addition of chains, leather and pearls.

Coin brand Nikki Lissoni has showcased its latest collections at Jewellery & Watch Birmingham this week, with its UK distributor DMJ describing positive growth for the brand.

Nikki Lissoni first launched in the UK in 2011 under DMJ. It continues to grow its presence in the retail sector, with DMJ hosting a dedicated Nikki Lissoni stand at this week’s Jewellery & Watch show at the NEC.

DMJ owner Darren McCormick told Professional Jeweller that the brand had been growing in both stockist numbers and collections, with new designs including chunky gold-plated chain necklaces and bracelets from which the interchangeable coins are hung, as well as freshwater pearl designs and leather wraparound bracelets.

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It has also introduced small hoop earrings to which smaller coins can be added and swapped over.

DMJ is also seeking to carve its niche in the UK by only offering Nikki Lissoni coins that have intricate patterns, openwork styles or zirconia embellishments, rather than solid coins.

The brand is currently sold through 225 retailers in the UK, with plans to grow this figure in the year ahead.

McCormick added that Nikki Lissoni had been winning an amount of consumer press coverage, with recent features in women’s consumer fashion and lifestyle magazines such as Red, Now, Cosmo and OK Magazine, while celebrities such as Lauren Pope and Nicole Scherzinger have used Instagram and social media to share images of themselves wearing Nikki Lissoni coin pendants.
 

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