So Jewellery has rebranded to become \u2018So Jewellery London\u2019 to highlight the British heritage of the company as it gears up for international expansion.\r\n\r\nThe firm said: "British brands continue to increase in popularity and have a strong appeal, both at home and abroad. With the UK economy showing signs of confidence consumers are keen to support British businesses, and with the growing demand for British brands from abroad, the opportunity to attract global audiences via the internet can pay significant dividends."\r\n\r\nEmma Finney, So Jewellery\u2019s sales and marketing director, said: "So Jewellery has consistently upheld many of the core brand values which relate to Britishness \u2013 namely strong design, presentation and service. It is an opportune time for us to bring to the fore these values as we increasingly attract international customers."\r\n\r\nFollowing the recent launch of So Jewellery\u2019s website\u00a0the company has seen significant uptake in overseas sales. In addition, the company has a\u00a0successful partnership with Michael C Fina, a leading global provider of Reward and Recognition Programmes.\r\n\r\nSo Jewellery said the re-branding better positions the company to promote its British roots on the international stage.