CL Edwards & Sons Ltd has reported a 50% increase in orders taken at Jewellery & Watch Birmingham 2015 compared to 2014, with its silver brand Purity 925 also proving popular among buyers.

Sales and marketing director Craig Skinner commented: “Albeit the numbers of visitors appeared to be down we maximised the potential and our team welcomed new and existing clients to view the ranges we had on offer from our Essentials core ranges, Exquisite 9ct Gold collection to our ever popular Purity925 brand.”

According to the company, Purity 925’s new products were well received by buyers and retailers, especially the two and three-stone yellow and rose gold-plated products.


Skinner continues: “I feel that we have benefitted from some other suppliers’ selective distribution policies with customers looking for alternatives, maybe viewing the brand for the first time.”

In May 2013 Purity 925 reported that it had secured 40 doors in the wake of Jewellery & Watch Birmingham, supported by a complete brand overhaul and successful bridal jewellery collections.

The company is now preparing for a positive 2015 while preparing for its diamond anniversary celebration in 2016.