Boost as baby-proof jewellery brand extends online distribution.

Sales at baby-proof jewellery brand Mama Jewels have shot up 40% this year following a widening of its online distribution.

Over the past year Mama Jewels has started to sell its products through Amazon and eBay. It has also been working with online marketing companies.


The company was founded in 2010 by Amanda Waring who designs collections of jewellery designed to be worn by mothers with small children. The jewellery is non-toxic, strength tested and washable.

Waring told the Nottingham Post: "It’s been a very gradual process, but I think that’s down to the fact that I didn’t have any money to spend on marketing until last November. Since I have been working with online marketing people, sales have increased by 40%

"My plan is to continue to grow Mama Jewels and to introduce further related goods that complement what we already sell. We have recently introduced some guest designers and plan to develop this with local Midlands artists."

Mama Jewels sells its jewellery direct to consumers at It also has a wholesale arm and uses direct-to-consumer sales agents that it dubs Mummy Advocates.

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