Independent jeweller, Bradley’s Jewellers York, has launched a dedicated website for its debut laboratory-grown diamond jewellery collection, Eco Rocks.

This is complemented by new signage, customer-facing marketing materials and bespoke packaging that will be visible in-store and online.

The new e-commerce boutique has been designed from scratch by Birmingham-based marketing consultancy, The William Agency, to highlight the Eco Rocks story.


The website is a direct result of growing sales of lab-grown diamond jewellery at the York-based independent, which is expecting a bumper festive sales period.

Eco Rocks designer and founder, Kay Bradley, said: “Having seen how my customers responded to laboratory-grown diamonds, I knew the time was right to make Eco Rocks a standalone entity with its own logo, branding, packaging and website.

“The new ecommerce store will allow customers to purchase items but will also provide a gateway to bespoke commissions and conversations with a new generation of jewellery buyers. As we head towards Christmas, I am confident this is the right move for my business.”

Bradley added: “When I set out to design my own laboratory-grown diamond range, it was with a firm view that it would not replace natural diamonds, but rather complement them.

“As a qualified diamond and coloured stone grader, my passion has always been gemstones and that is reflected in the pieces I create. This new collection is all about giving my customers more choice of fine jewellery that caters to every budget.”