Brand considers soft launch in UK as it opens first standalone store.

Alex Monroe is set to move into 18ct wholesale of its fine jewellery collection in the UK, following feedback and requests from its retail stockists, as well as growing interest in its bespoke fine jewellery service.

Speaking at the launch of the first Alex Monroe shop and new headquarters near London Bridge in London, the brand’s eponymous founder Alex Monroe said he hoped to supply a select – and small – number of Alex Monroe stockists with its 18ct gold collections in the coming year.


Monroe explained: “We’ll probably put together a core collection for wholesale, which we will then likely launch into three key retailers who have shown interest in stocking our 18ct gold collections.”

At present the brand sells a number of 18ct gold lines under the label Alex Monroe Goldcrest, including its gemstone Eyebright rings, a collection of diamond-set eternity rings and gold charms.

It has also noted a boom in shoppers having bespoke 18ct gold and platinum jewellery made using elements of Alex Monroe designs, such as tiny flowers, bees and grasses.

“We’ve been producing more bespoke items as customers look for their next level of purchase,” added Monroe, as he showed Professional Jeweller around the brand’s new premises close to London Bridge.

The 18ct gold wholesale collection follows Monroe exporting to Japan, where his Heritage rings sell particularly well, and also paves the way for a possible move into China, which would complete Alex Monroe’s presence in Asia, which currently includes Singapore and Korea.

The brand also sells across Europe, in Australia, the Middle East and in a number of retailers in the US, where its gemstone rings are particularly popular.

The new Alex Monroe headquarters open a year after the brand suffered set-backs in the building of the space. The multi-storey building now includes a showroom, dispatch room, work benches, office, a meeting room and roof terrace.