Jeweller says new site will "unlike jewellery websites out there".

Hatton Garden retailer Nicholas James is set to launch a new transactional website that its owner Nick Fitch promises to be cutting edge and unlike anything else run by a UK jewellery retailer.

Fitch, whose store design is one of the most eye-catching along Hatton Garden, owing to its contemporary and minimal styling mixed with brightly coloured furniture, has been working on the site with developers with the aim of testing out the online market for the first time.


He said: “We are launching a cutting edge new website taking advantage of all the latest web technologies and will test the transactional side of the business online too.

“This will take a great deal of my time because as I said to our website developers, I want the new site to be unlike any jewellery websites out there. We have now fixed on a concept and if we can pull it off, I would like to think we will be able to steal the digital crown for a week or so at least.”

The site will be used to launch a new collection of men’s jewellery designs by Nicholas James, designed with key price points in mind to add a more commercial offer to his fine jewellery collections,

The Nicholas James store sells jewellery design by Fitch as well as work from other brands such as Henrich & Denzel.

The retailer is also planning to continue working with designers and manufacturers outside of a jewellery remit and, following on from his work with leather specialist Harcout, is also working with an up-and-coming shoe designer.

“We plan to launch a luxury shoe range if our ideas are transferable from concept to reality. It is not just about plonking some diamonds onto a shoe – it is more about the diamonds being an intrinsic part of the structure and design,” said Fitch.