Brand says reduction is a reaction to recent silver price drop.
British brand So Jewellery has reduced the price of its silver collections with immediate effect as a reaction to the drop in raw silver price.
The brand has reduced wholesale prices by up to 25% across 11 of its collections, with the exception of its two latest ranges, Alphabet and Occasions. The change will also reduce retail prices for So Jewellery collections.
So Jewellery sales and marketing director Emma Finney said: "This decision comes as a result of our intensified focus on efficiency and commerciability across the business since the start of this year, and we are confident that So Jewellery will now lead the way in offering exception value for money within the fine silver jewellery sector."
Finney added that the price reduction is for the foreseeable future, with a firm commitment to the next 12 months. The brand launched its e-commerce site earlier this summer, following increased demand for consumers seeking product that was not available locally.