UK jewellery brand Hot Diamonds believes it has found a “highly successful” new marketing tactic for jewellery brands and retailers to exploit.

Its new Hot Diamonds x Jac Jossa collection leverages the company’s expert jewellery design and the marketing sway of a celebrity influencer like actress Jacqueline Jossa.

I’m a Celebrity … Get Me Out of Here! winner and former Eastenders actress Jossa boasts over 3 million Instagram followers, and has been promoting the collection since its soft release late last year.

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After a trial release with 10 UK jewellers through November and December the Hot Diamonds x Jac Jossa collection will be available from 165 retail sites from February 2022, the brand revealed.

Adryan Cresswell, Hot Diamonds head of commerce, explained: “This is the first time a UK jewellery brand, with a focus on wholesale, has collaborated with a household name influencer to drive brand awareness and sales in store.

“From the start, Jac Jossa’s passion, energy and creative flair for fashion has helped us create what we believe is a stunning collection.

“One unique element of Hot Diamonds x Jac Jossa is that Jac Jossa has 3.3 million followers on Instagram and is highly engaged in promoting the collection to drive sales for our retail partners.

“It’s a new marketing model for the UK jewellery sector and our small trial seems to indicate it’s a highly successful one.”

The brand reported that feedback from the trial stockists is overwhelmingly positive.

Ashleigh Broad, manager at Luxe by Hugh Rice, said: “The Hot Diamonds x Jac Jossa collection has had such a great reaction in our store!

“Sales have massively exceeded our expectations and the people of Hull absolutely love it. The collection is perfectly on trend and is great for anyone looking to add gold jewellery into their daily style.

“The green and gold pieces caught the attention of most customers and these were some of our best sellers. We look forward to what 2022 has in store for the collection!”

Paul Andre manager, Sophia Coates, added: “We launched the Hot Diamonds x Jac Jossa collection around mid–November and are absolutely delighted with the reaction from our customers.

“The sales have more than beaten our expectations in such a short period of time and are now having to replenish on a weekly basis to keep up with the demand.”