US brand Armenta to push into UK market


Gold and silver jewellery brand plans to build up stockist network.

American jewellery brand Armenta is embarking on a push into the UK market with a dedicated marketing plan and intentions to build up a network of UK stockists.

The fine and silver jewellery brand, which will celebrate its 10th anniversary next year, has been stocked at Lesley Schiff’s Talisman Gallery at Harvey Nichols in London for a year but has not yet signed up any more UK stockists.

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Armenta vice-president Julie Shaw said: “I’ve been wanting to grow our business internationally since I started. I want to recreate what we have done in the US, where we have such a thriving business, and bring it to the UK. Once we saw that our collections sold at the Talisman Gallery, we thought the UK is ready for us.”

Shaw added that Armenta, which claims to have doubled in size each year it has been in business, is hoping to make its mark in the UK market by building up a network of independent retail stockists. It is also planning to run online ad campaigns to support its sales growth.

Armenta founder Emily Armenta said: “We want to support our brand with advertising and PR initiatives in the UK. We really get behind it and make sure that the foundation that we sell from is a solid one. “

All of Armenta’s jewellery design, production and finishing is done in house at its headquarters in Texas in the US by a team of 60 women. Due to this intimate production process, Armenta said that it does not want to expand too quickly in the UK and will be “selective” about which retailers it chooses to work for, selecting “the best jeweller in that town” that it can work in partnership with.

Schiff said that the brand has sold well at Talisman Gallery and has generated repeat business for the retailer as customers return to build up collections of its stacking bangles and rings.

Retail prices for the jewellery start at about £300 and escalate into the single-digit thousands. It has simple and bold collections for women and a men’s line, as well as a range of leather goods including handbags.

The brand currently has 75 retail stockists around the world, all of which are independent retailers. It currently has no e-commerce businesses model or own stores.

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