9ct gold brand says coloured stone collections are bestsellers.

Gold jewellery brand London Road has described itself as defying the recession, with 13% sales growth recorded in Q1 2014.

It said UK economic growth has sparked "important gains in business activity", driving buoyant sales activity at the four-year-old independent jewellery brand.


London Road has a burgeoning relationship with UK-wide retailer John Lewis, which creative director Suzanne Adams says continues to yield dividends. However it has maintained its focus on independent retailers, and says this move is also paying off. In April 2013, it reported its "best year to date", with growth of 41% in 12 months.

Describing changing tastes and trends, Suzanne Adams said: "Coloured stones are selling well across the range, with the emphasis on topaz, peridot and amethyst.

“In keeping with the current trend for all things colourful, our rose gold, multi-gem flagship collection bubble is the star performer, both in John Lewis stores and in the independents. The Lattice collection with its higher price points is selling well, too, while yellow gold is making a comeback, especially in our diamond Meridian pieces, but not, as yet, outselling rose gold.”

London Road was launched in the autumn of 2010 at the height of the recession, taking the view that controlled growth was the way forward.

Adams added: “We questioned whether this was the right time to introduce a new jewellery brand, however, we played to our strengths: a stylish new brand with affordable price points made by a family-owned company, EW Adams, based in London, with a long-standing reputation for creating exquisite, fine jewellery."

London Road presently has 66 stockists country-wide, most recently signing up John Lewis York.