Brown & Newirth has decided to roll out more in-store branded bridal concessions, following the success of the concept since its launch in 2016/17.

The British bridal brand now has ten boutiques nationwide, situated in some of the finest independent jewellers, and has reported year one sales growth of over 50% across the estate (excluding stock orders).

Following the launch of a Brown & Newirth bridal boutique retailers have reported increased footfall driven by localised and online marketing, improved conversion rates and elevated average transaction values as the key factors in the success of the programme, driving incremental value to their wider business.


The launch of the ‘Bloom’ and ‘Inseparable’ engagement ring collections has been another factor to the programme’s success, with the designs quickly becoming some of Brown & Newirth’s most popular collection to date. As such, the brand has evolved this collection and added new designs.

Head of brand at Brown & Newirth, Gareth Thomas, shares: “By dedicating space in-store, creating core collections and, through our dedicated support functions we have been able to deliver to the customer, through our retailers, a truly unique jewellery buying experience for the most important moments of their lives.

“We are continually developing our service proposition in conjunction with our retail partners and work proactively with them to deliver the very best results including later this year launching a regional marketing campaign to further drive interest from the consumer.”

The bridal brand already has retailers looking to add the concept to their store’s in the near future.

As part of a strategic growth plan, Brown & Newirth has developed a bespoke support package for its concession retailers, which includes priority service, training, marketing, event support and a full category management programme ensuring stock levels are kept at managed levels through product retirement and replacement.