The Houlden Group has officially launched its consumer-facing brand, Jewellers of Excellence.

At the end of October 2015, Houlden unveiled its B2C Jewellers of Excellence website which aims to offer consumers “the finest selection of jewellery, diamonds and internationally renowned collection of quality watches”.

Houlden founder, director and chief executive Stuart Laing believes grouping its member under one banner online will act as a hallmark of quality.


Speaking to Professional Jeweller Laing explains: “Having this status assigned to their business will give consumers greater trust and will set the retailers apart from the rest in the industry. Many of our members have been in business in excess of 100 years, meaning they have a strong reputation of trust, knowledge and quality on the high street; giving the consumer greater comfort in their purchase.”  

The launch of the website was complemented with an advert placed in the December issue of Conde Nast Traveller – covering the UK consumer – and Image magazine – covering the Irish consumer. This was supported by a digital media campaign concentrating on websites such as Vogue, Golf Today, Royal Opera House and Classic FM. The carefully targeted advert campaign represents the market that Jewellers of Excellence is appealing to.

A statement by Houlden explains: “Targeting the AB consumer group allows us to focus on the areas of our trusted retailers.”

The website aims to take retailers to the next level in the eye of the consumer and act as “the ultimate hallmark of trust”.