Owner Anthony Coe says consumer perceptions ofv jewellery has changed.

Lincolnshire retailer Coe & Co is set to launch a number of new jewellery and watch brands in store, as it develops its collections to fit with changing consumer shopping habits.

The Scunthorpe retailer is set to launch emerging brand Nikki Lissoni and synthetic gemstone brand Carat*, as well as watches by Armani and Michael Kors, at a customer shopping event October 25.


It picked up DMJ’s interchangeable locket brand Nikki Lissoni at IJL in September and has already received a number of pre-orders ahead of the brand arriving in store.

Owner Anthony Coe said that the new brands reflect the evolving jewellery and watch market and that – while fine jewellery will remain a firm focus for Coe & Co – the popularity of branded jewellery has allowed the company to expand.

“The way consumers perceive jewellery has significantly changed in the last decade, and the only way for us to succeed is to keep up with the constant changes. We have to keep driving the desire to buy jewellery, through buying carefully, embracing new ideas and providing a unique shopping experience.

“By presenting new concepts to our consumers as often as we can, it allows us to compete with the array of luxury products which are all now so accessible. We have to encourage our customers to choose jewellery as their luxury product, as it would be naive to believe that it will simply sell itself, as it perhaps once did. It’s simple, if we do as we always did, we will get what we always got.”

The new branded collections will sit alongside the likes of Pandora, Thomas Sabo, Tresor Paris, Hugo Boss and T W Steel in store at Coe & Co.

The retailer will hold a launch event on October 25, something it expects to be “very well attended”.