Jeweller hopes to create a lasting presence after successful debut.

Jewellery designer William Cheshire has said that he is planning to continue to work with multiple retailer Mappin & Webb and “build a lasting presence in their stores”.

William Cheshire jewellery has been stocked at Mappin & Webb stores around the country since the beginning of this year. The jewellery is now in 10 of the chain’s stores.


Cheshire said: “Towards the end of 2011 we began talks with Mappin & Webb with the aim to bring us in as a new British design-led brand in store. This has been a wonderful experience, to be part of, and to be associated with one of the first luxury jewellery stores in the UK.”

Mappin & Webb has focused on the brand’s Libertine collection which Cheshire said the brand will “now expand and develop further”.

He added: “I like the new direction Mappin & Webb are heading in, and the chance to sell there keeping the William Cheshire name visible is an honour.”

The William Cheshire brand has also picked up two important independent stockists this year, signing up Rox and Charles Fish.
Cheshire said: “I’m a huge fan of Rox in Glasgow and their approach to retail, so continuing to stock them gets the jewellery in front of more customers who have a growing interest in British designers.

“We are also stocking Charles Fish now, who I’ve admired for a long time. To be associated with such great stores is helping us grow as a brand, raising our profile and allows us to work with established and highly valued shops making good associations in the trade.”

Cheshire was named as a Tresor Paris Trendsetter in the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers, which was announced earlier this month. To find out who else made the list click here.