Spotlight on London Road Jewellery
London Road Jeweller, one of Weston Beamor’s valued customers, made its national debut last autumn to the UK’s independent jewellers, having successfully launched in 12 John Lewis stores.
London Road Jeweller, one of Weston Beamor’s valued customers, made its national debut last autumn to the UK’s independent jewellers, having successfully launched in 12 John Lewis stores.
The soaring gold price over the past two years presented brother and sister team Ed and Suzanne Adams with the opportunity to create a new business ‘London Road Jewellery’, an affordably priced, inspirationally designed gold, and coloured stone collection, designed to fill the void between branded silver jewellery and 18ct fine gem-set jewellery.
“With a brand such as London Road competitive pricing is paramount,” explains Ed Adams. “Having identified attractive price points, we work to very tight margins and produce our jewellery accordingly. The core retail price range for the collection is £200 to £500 (rrp). There is virtually nothing out there at that price and as an honestly priced product, London Road differs from most other brands in offering notable value for money.
“Over time we have built a strong relationship with Weston Beamor. Their commitment to speed and service helps us meet the tight deadlines which are essential when introducing new products. We are also particularly appreciative of their in-house hallmarking service. They are easily one of the most experienced and best quality casters in the industry, and as such eradicate problems such as porosity.
While our seventy years of manufacturing has resulted in a bigger storehouse of knowledge than most other makers, working with Weston Beamor’s in-house CAD designers is key to creating more innovative and unusual designs,” says Ed.
Weston Beamor’s CAD/CAM Co-ordinator, Ed Hole, agrees: “Over the past few years the development in specialised CAD software has brought about a design revolution in the jewellery industry. One of the main benefits of using CAD is that the weight of a piece can be controlled during the design process to meet price points, as in the Bubble Cuff design we created for London Road. Designs can easily be adapted and changed without incurring more costs, with complete designs being created in one go, thus streamlining the development process;” he said.
With some 27 stockists countrywide since its launch, Ed and Suzanne Adams are delighted with the positive response to and take-up of London Road to date. This is a success story in which Weston Beamor has played no small part.
