Jewellery brand says time is right to sell direct to consumers.

By Jessica Knowles

So Jewellery has announced the launch of two new websites to accommodate overseas and UK demand for the brand with the introduction of an e-commerce site, as well as a trade-only online platform.

The company has reported an increasing number of enquiries from consumers who want to purchase So Jewellery and either do not have a stockist nearby or, if they do, find that they do not have the entire So Jewellery range.


Emma Finney, So Jewellery sales and marketing director, said: "This has been a growing challenge for us. We are firmly committed to supporting our stockists and will look to ensure that we create a fair playing field so that they can benefit from the increased exposure our online presence will give to the brand."

The trade site enables stockists to view trade information and place orders and will mirror the consumer site with the difference of the order tool.

Last month the brand released two new collections, Alphabet and Occasions. Alphabet features rhodium finished, sterling silver letter pendants set with brilliant cut cubic zirconia. Each pendant is available on an extendable 16 to 18 inch chain with an RRP of £39.

The Occasions range introduced a new concept to the brand’s gifting system. Each necklace was designed with specific occasions in mind and comes with a gift card relevant to the event. The brand released the range following feedback from retail stockists and a recent Mintel report, both of which described gifting jewellery products as sought after by consumers. .


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