Jo Stroud, the owner and managing director of Fabulous, has announced the closure of the jewellery designer company’s final physical site.
Stroud revealed that Fabulous has decided to close its final shop in Leamington Spa after 16 years to meet the growing demand for e-commerce sales.
The brand, which traded out of three stores across Leamington Spa, Solihull, and Bath, now joins Mantra Jewellery, a jewellery group founded by Stroud, in solely operating online.
Writing on LinkedIn, Stroud said: “We have loved every moment of our retail adventure, but now it’s time to focus online only.
“The high street has changed, our customers’ behaviour and shopping habits have changed, and we have changed.”
She added: “Fabulous will continue as an online brand, stocking many of the same brands as we did in-store.
“Our own brand, Mantra Jewellery, is thriving, and is already principally a digital brand. The team will continue to be based in our Leamington office, running Mantra and Fabulous online.”