British bridal jewellery brand Brown & Newirth is set to open a further four partner boutiques before September 1, with more planned before the end of the year.
The new partner boutiques will be located in Terence Lett the Jeweller in Witney, Oxfordshire, Berry’s in Leeds, Bradleys Jewellers in Harrogate and Sarah Layton in Whalley, Lancashire, and follow the opening of Brown & Newirth’s first boutique in premium independent jewellers Lumbers, Leicester, at the end of last year.
Since opening the inaugural partner boutique, Lumbers has seen a 40% upturn in Brown & Newirth sales year on year, with increases in both volume and average transaction values.
Each partner boutique is designed to reflect the Brown & Newirth brand and offer the consumer an enhanced bridal jewellery buying experience by providing them with an area where they can sit down and browse the full product offering in a relaxed, yet luxurious, environment.
Brown & Newirth head of brand Gareth Thomas explained: “Through our partner boutiques, we are offering our retailers a point of difference and enabling them to provide their customers with an enhanced experience when it comes to bridal jewellery.
“Situated in some of the finest independent jewellery retailers in the country, Brown & Newirth boutiques offer consumers a truly unique bridal buying experience.”
All retailers that choose to open a partner boutique with Brown & Newirth will benefit from a comprehensive support programme delivered by Thomas, together with the brand’s newly-appointed boutique development manager Jen Ashby. Ashby joined the business from British fine jewellery brand Astley Clarke at the end of July.
The support programme includes full training, merchandising, exclusive product lines and in-store customer events. Furthermore, all partner boutiques are designed and bespoke made to order, to suit the needs of each individual retailer.
“We will give each of our partner boutique retailers the utmost support to ensure this is a success for them,” added Thomas.
Dominic Gomersall, managing director of Lumbers, said: “Brown & Newirth has not only produced a stunning branded area within our shop, but also the foundations of a friendly and very successful relationship.Lumbers is extremely proud that Brown & Newirth is one of its most essential business friends.”
Terry Lett, owner of Terence Lett Jewellers, which opened a Brown & Newirth partner boutique in its store in mid-August, added: “After many years of a great relationship, I am delighted to be continuing this exciting journey with Brown & Newirth.
Brown & Newirth
“Our bridal boutique looks amazing and offers our clientele a relaxing and luxurious buying experience. Equally, the design, quality and service provided by Brown & Newirth makes the whole project a no brainer.”
The business plans to invest in further partner boutiques over the coming months with other leading independent jewellers, including Wakefields in Horsham and Lister Horsfall in Halifax already confirmed, and more in the pipeline.