Brand opens 20 doors in four weeks; offers retailers local marketing.

CL Edwards jewellery brand Purity 925 has won 40 new doors since its re-branded appearance at the Jewellery Show at Spring Fair, where it also launched its first silver bridal collection.

CL Edwards says the rhodium-plated silver brand has been selling well in the UK, with 20 new doors opened in the last four weeks – 40 since February’s Jewellery Show – bringing the brand’s total to 200 doors in the UK and Ireland.


Craig Skinner, marketing director for Purity 925, said: "We find that many customers have strong networks and if they find a brand that sells they tend to share this information with friends."

The collection includes zirconia- and gem-set designs with RRPs from £15 to £60.

CL Edwards is also offering retailers free on loan cabinets, subject to qualifying order criteria, as well as adaptable window and counter displays and lifestyle graphics.

Retailers can also make use of cooperative advertising support, allowing them to advertise their store and Purity 925 in local newspapers, magazines and o local radio.

Skinner added that the launch of the Purity Bridal sub collection (pictured) at the Jewellery Show had been well received, offering a mixture of contemporary and traditional styles supported by new POS graphics and white boxes.