Brand update will see diamond pieces sold in 14 high street stores.

The recently announced Goldsmiths re-brand will see Mappin & Webb jewellery collections rolled out across 14 leading Goldsmiths stores.

At a press event held today showcasing its new jewellery collections, new bright orange branding and It Starts with Goldsmiths tagline, the high street jewellery retailer outlined some of its strategic new initiatives to raise its profile and win further UK customers.


Part of this will involve Mappin & Webb concession-style spaces entering 14 Goldsmiths stores across the UK, selling key pieces from its diamond-set Moments and Floresco collections. As part of the wider Aurum group that owns both retail businesses, the addition of Mappin & Webb to stores will help to add a British heritage facet to the Goldsmiths offer, promoting Mappin & Webb’s royal warrant associations.

Goldsmiths has also launched several new collections, including a wider range of pearl jewellery that now includes more Tahitian pearls, entry-level silver collections from £30 and fine gold pieces designed for every day wear, such as diamond pendants, delicate chain bracelets and hoops in white, yellow and rose gold.

The business has also teamed with its Birmingham-based wedding ring supplier to create a number of special wedding ring boxes, to present profiles and widths to couples to make it easier for them to shop for plain and pattered wedding bands.

Goldsmiths has also created a wedding band app, which allows customers to build the wedding band as they go, either in store or at home. The hope is that customers will design their ring at home and then visit stores to talk through their options with a sales associate.

According to Goldsmiths head of buying Sarah Filippardos, since the re-brand launch on August 4 2014, the company’s online sales have been bolstered 300% by its new collections.