Brit brand also reports on success of Christmas 2013 pop-up.

British jewellery brand OAK is set to launch new collections with QVC and has won Goldsmiths as a multiple stockist.

The brand will launch its new Great Bear pendant on QVC in March, a pavé design that forms part of a wider collection of OAK jewellery that will be featured in a QVC show focused on designer jewellery.

A statement from the brand’s founders Parul Tolentino and Jo-Anne Owdud said: "Bricks and mortar stockists have noted increased footfall for products featured on QVC, so OAK are looking forward to the exposure this will bring both the brand and its stockists."


Following the development of its sterling silver business in 2012, OAK has worked towards collaborating with a UK multiple, recently securing Goldsmiths as a new stockist. It will launch with the high street retailer during the spring of 2014, adding that it is "excited about this partnership and the brand exposure it will bring."

Tolentino said of Goldsmiths: "[We are] delighted to be working with such an established and high quality high street jewellers. They are committed to achieving a greater distribution of OAK jewellery and believe this partnership will work well for both companies.

"2013 was a great year for OAK, increasing our independent stockists throughout the country and receiving good exposure in fashion monthlies. The brand gained a celebrity following with Keira Knightley, Benedict Cumberbatch and some of the Made in Chelsea cast becoming OAK customers."

The brand was also part of a fortnight-long Christmas pop-up shop, taking more than £6,000 in sales. "These figures, taken in a non traditional jewellery buying environment, gave OAK confidence in selling directly and so will continue to gain exposure in customer facing environments such as the Country Living Show and further pop-ups," Tolentino added.