Ernest Jones announces launch of Daisy

Daisy Stack Ring collection launches in Ernest Jones stores worldwide.

The sterling ring collection, which launched online and through Ernest Jones stores on June 16, offers a new and fresh angle on customisable jewellery. The rings are available in a variety of designs and fit together in any order.

By launching the Daisy jewellery brand, Ernest Jones is expanding its range of customisable jewellery, which previously had involved promoting bead and charm brands. The introduction of Daisy widens the Ernest Jones customisable offering to include rings, allowing the high street jeweller to develop even further the opportunities offered by customisable jewellery.

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Ernest Jones shops that have taken on Daisy stock include its stores at shopping centres Westfield London, Bristol Cabbot Circus, Liverpool One, Bluewater, the Metro Centre, Trafford Park in Manchester, Glasgow’s Braehead Park, Birmingham’s Bullring Centre and Cribbs Causeway.

Daisy co-creative and marketing director James Boyd said: “Ernest Jones know their stuff inside and out and have helped us move forward as a business. We’re ecstatic about being stocked there as it will help raise the profile of the brand.”

Daisy takes its inspiration from nature and features a range of sterling silver rings crafted into flowers and natural organic shapes and textures. Distinctly English and with designs that aim to cater for all ages, Daisy features over 150 different rings. The collection features Daisy flower designs, bees, crystals, frog princes, petals, floral designs, rope rings and bright colours to guarantee variety and choice for customers wishing to build a personalised collection.

The Daisy brand was founded in 1972 on the Portobello Road in Notting Hill with the Daisy stack ring collection launched in 2009. Originally selling Mexican silver to the local community, the brand eventually expanded into national distribution and developed the Daisy stack ring collection. Daisy jewellery also offers collections of jewellery beyond its Stack ring collection and the company claims it is always seeking to develop new inspirations and looks.



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