Since retail shops were permitted to reopen in June, demand for secure earring backs, Lox, has sky-rocketed by a staggering 800% in the UK.
With face masks now required in many aspects of daily life, jewellery service brand company Goodman Bros has found that a side effect of wearing a face mask is that they often can catch or pull the back off an earring.
As a result, more jewellers are seeing a ‘significant increase’ in the number of customers looking to buy Lox or replace lost earrings.
Since July Goodman Bros has seen a ‘higher than normal’ demand for Lox, with sales in the UK up nearly 800%.
The product is stocked by more than 1,500 retailers, however since the pandemic hit in the March, new accounts with independent jewellers have increased by over 1,100% compared to August 2019, according to Goodman Bros.
Family-run business Goodman Bros currently export Lox to 14 countries but added a further eight since lockdown.
Philip Goodman, director of jewellery service brand company Goodman Bros says: “Ask any earring wearer and the majority will tell you that they have lost an earring. It appears face masks have greatly increased this problem. Since we have been distributors of Lox we have sold millions of pairs worldwide and we expect the demand to increase significantly in the coming months.”
Lox were designed because inventor Gary Bryant’s wife lost her favourite earring.
Every part of the product is manufactured and assembled in the UK – including the packaging.