Online retailer Gemporia is launching its first high street product with retail stalwart House of Fraser.
The previously online-only jewellery brand will be available in 20 stores from next week as part of a first-phase roll-out into House of Fraser. Gemporia will eventually be housed in 42 stores, including the flagship store on Oxford Street in the next two months.
The firm says its foray onto the high street “indicates a turning point” in its strategy, but in a statement it stressed that founder Steve Bennett is “adamant that the company’s ethos will remain unchanged”.
Bennett said: “Launching the jewellery into department stores is a natural progression for Gemporia. There is a growing appetite for our unique jewellery online and via our TV channels Gems TV and Rocks TV. As ever, our customers know best and this fully integrated omni-channel approach is a direct response to the growing demand to try on our pieces before buying them.
“The fact that our jewellery will be stocked in such a reputable and wide-reaching chain as House of Fraser marks a big step for us.”
Bennett added that all new collections will still “stay true to our commitment to ethically sourced, fairly priced jewellery”.
Gemporia owns each stage of the process from mine to consumer, allowing it to offer big savings to its customers. The collections slated to appear in House of Fraser will start at £18 for a Labradorite necklace up to £165 for a Diamond ring.