Derby retailer latest member as Houlden widens membership criteria.

Derby retailer Identity the Jewellers has become a member of the Houlden buying group, having grown from a market stall to a family-run shop in only a few years.

The retailer joins the group as Houlden continues its membership drive to recruit members from the wider industry, including those with more fashion-led and branded jewellery interests.


Identity was founded by Andrew Warner, a jewellery and silversmith graduate who launched with a stall in a market and later progressed to a small shop.

His parents, Alison and Stephen Warner, accountants for more than 30 years, then sold their practice and decided to join forces with Andrew in June 2009.

The family-run store then moved to the Westfield Centre in Derby and last year opened a dedicated watch shop in the East Midlands.

Stephen and Alison Warner said: “By joining the Houlden Group we hope to expand our business by using the group to open doors not previously available to ourselves, also networking, and obviously to gain a better price structure with our suppliers.”

Identity the jewellers is said to have enjoyed “continuous growth in sales” and, following a refurbishment and a major upgrade, together with the success of its watch shop, also says it has caught the eye of magazines including GQ and Tatler.

Stuart Laing, chief executive of Houlden, said: “We are delighted to welcome identity the jewellers as the latest member of Group.

“Identity is an example of the new breed of jewellers who have embraced the new style of jewellery and fashion watch brands that are now available and attracting much interest from the consumer. I am sure they will benefit greatly from membership.”