Year ending March 31 proves successful with 40 new stockists.

Independent jewellery brand So Jewellery has announced that it sales increased 30% in the year ending March 31, off the back of a high sell-through rate and strong margins.

So Jewellery’s co-owners, Jon Tompkins and Emma Finney, have said they are “reassured” that their brand is in a position to go from strength-to-strength despite continued economic worries in the UK.


Finney said: “This evidence in the growing popularity of our brand is partly due to the high sell-through rate with strong margins which our current stockists are benefitting from.

“In addition, some of this growth can be put down to an impressive number of new stockists, some 40-plus independent, who have come on board with the brand in the past 12 months.”

Cufflinks have been one of So Jewellery’s key sellers, and winning an account with John Lewis has meant its cufflink collection has been sold throughout the UK, as well as online through the department store’s website.

Meanwhile, So Jewellery stockist Wave Contemporary Jewellery revealed that its sales of the brand were up 13.5% in the year ending March 31, with a high turnover of sales through its website.

So Jewellery’s partnership with corporate gifting company Michael C Fina has also borne fruit, providing a 10-fold sales increase of So Jewellery products after it increased its product range last year.

“Winning highly commended in the premium/luxury category of the Giftware Association’s prestigious Gift of the Year Awards 2012 may have helped tip the balance for some prospective customers.

“The brand is a popular gift choice, as well as self-purchase, and our designs strike an enviable balance between modern-day fine fashion and timeless appeal,” explained Finney.

So Jewellery offers more than 200 designs with price points upwards of £39, topping at £149.