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Children’s brand Jo for Girls sold to new owners


Brand changed hands in December, new owners to continue with clients.

Children’s jewellery brand Jo for Girls has been sold to new owners, Kieth and Sam Richards, Professional Jeweller can exclusively report.

The husband-and-wife team took over the brand from its founder Linda Lambert and her husband Keith Lambert on December 21. The business was put up for sale by the Lamberts owing to ill health.

Keith and Sam Richards said they had been looking to buy an existing business for 18 months.

Keith Richards said: “With backgrounds covering equestrian, IT, manufacturing and administration [we] wanted to push the boundaries and enter into a new field of business.

“When Jo for Girls was put up for sale we both felt this could be an exciting venture which they would get immersed in. Our two young daughters are not only keen to help Sam as she designs new pieces but of course [want] to trial all the products.”

The Jo for Girls brand has now relocated from Scotland to Southampton. Linda and Keith Lambert will keep advisory roles for the brand and will attend The Jewellery Show next month with Sam and Keith Richards to aid the handover process.

Keith Richards, in the role of marketing director, plans to meet existing customers and expand into new areas in the coming year. The brand is already partnered with Virgin Atlantic and Jo for Girls jewellery will appear in its spring and summer in-flight catalogues.

The brand will also show a number of new lines at The Jewellery Show including bracelets, phone charms and pendants made with Swarovski Elements.


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