Jewellery brand to switch from 14ct to 9ct for UK market.

IBB Amsterdam is planning to roll out its Blush brand of 9ct gold jewellery to the UK.

The Blush brand has already been selling in the Netherlands, but uses 14ct gold, so the 9ct gold ranges created for the UK market will be a first for the brand.


IBB Amsterdam introduced the brand to retailers for the first time at The Jewellery Show London held at the city’s Somerset House this week. The brand was presented on the Ti Sento stand and had some dual branding but IBB Amsterdam assistant marketing manager Barry Kroes, who works across the Ti Sento, Charming and Blush brands, said that it will be established as a separate brand independent of Ti Sento.

The Blush brand offers jewellery crafted in white, yellow and rose 9ct gold with some set with CZs, which are said to be of a superior quality to the CZ stones currently used in Ti Sento lines, or Swarovski Elements pearls. There are also ceramic designs within the range that offer a contrast to the gold. Prices for the jewellery start at £30 and peak at £800.

Kroes said that IBB Amsterdam will be targeting existing Ti Sento stockists and other high-end retailers with the Blush brand. The stock will be ready to be delivered to retailers in October but a website for the brand has already been set up at