With a changing jewellery market and the gold price rising, the challenge for London Road was to fill the void between branded silver and more traditional 18ct gold jewellery with a keenly priced, fashionable and highly wearable collection of diamond and gem-set jewellery. Thus, in the Autumn of 2009, the London Road brand was created with unusual collections interpreting the latest trends, and core retail prices between £150 and £600.
The response to this exciting brand was immediately encouraging. Today there are over 60 London Road stockists throughout the UK.
Behind the London Road brand are a brother and sister team, third generation manufacturer of fine jewellery based in South London.
These distinctive and colourful collections of stylish women’s jewellery pay homage to the excitement, colour and diversity of London. Collections are named after some of London’s most vibrant areas, including Bloomsbury, Burlington, Carnaby, Kew, Pimlico, Portobello and Soho.
Well manufactured product
All design work and manufacturing is done in-house. London Road is proud to have its own talented pattern makers and goldsmiths who create London Road collections from sketches and design breifs from Ed and Suzanne, and have the skills to work tight margins, while producing a quality product. Each collection takes three months from inception to completion. For more precise patterns the company uses CAD. For a more organic look patterns are hand-made, firstly in silver, which allows for experiment with different textures and finishes.
The focus is always on creating pieces which are on-trend, have commercial appeal and most importantly offer value for money at affordable price points. Once a design idea has been tested and agreed, Ed and Suzanne work closely with the production team to figure out the most cost-effective production possible, often adapting the original design as well as commissioning lapidaries to cut stones to specified dimensions.
London Road collections
Ranging from bold and eye-catching to elegant and chic, the London Road look incorporates rose, white and yellow gold with diamonds, pearls and a wide choice of dazzling gemstones including unusual cuts and lesser known gems such as rutilated quartz.
Portobello Lattice – Influenced by the intricate vintage iron work found on some of London’s finest houses in and around Portobello Road, the new Lattice collection includes elegant diamond-set pendants with matching earrings in yellow or white gold.
Portobello Starry Night – Comprising stars and moon set with especially cut rose gold diamonds, finished with black rhodium, and gold 3D and open framed star and moon pendants, earrings and bracelets. The inspiration for this was from a beautiful vintage star brooch.
Bloomsbury Cocktail – Created around a non-calibrated oval shape, gems are specially cut into long thin ovals to reflect the current appetite for large rings. Set into yellow gold they have a lightweight frame to keep the gold cost reasonable and highly polished bezels to create a more dramatic look.
Bloomsbury Tassel – Sparkling strings of black diamond beads and the use of Tassels in the fashion world were the inspiration for the Portobello black diamond Tassels. Stockists so loved the Tassel look, London Road then took inspiration from the 1920’s long sautoir necklace and created 34 inch long Tassel necklaces in garnet, labradorite and black onyx for the Bloomsbury collection.
Kew Bugs – (as additions to the organic Kew leaf collection) Featuring butterflies, bees and dragonflies set with black diamonds and finished with black rhodium plated wings.