Big brands vs. independent designers

Amanda Cox's Lily collection

Independent jewellers are often known for their small designer collections and products you wouldn’t really be able to purchase from bigger jewellers. That’s what makes them special.

Over the last couple of years everything has gone mass market to meet the demands of the consumer and the type of jewellery they want to purchase. As we’ve mentioned previously, the charm craze and rise of Pandora has played a huge part due to a number of reasons. The advertising spend from bigger brands enhances the popularity and gives customers a sense of confidence when purchasing that jewellery product. It is harder than ever for individual designers to compete.

Customers often move with the trends which can put individual designers at risk. Some designers don’t work to the current trends and can often fall behind as customers move towards the bigger brands. It can be seen as safer for independent jewellers to invest in big brands, having more confidence in their success; whereas in the past, individual designers were seen as more successful offering a wider choice to the consumer.

Jeremy Heber

Including collections from smaller designers brings something different to the market but also demonstrates our continual support to jewellers who are trying to compete against the likes of Pandora and Links of London. We have a gorgeous and completely individual collection from Amanda Cox, called ‘Lily’. Her contemporary use of pearls appeals to all ages and her collection pushes the creative boundaries in jewellery design. We also stock ranges from Julie Pratt and Jeremy Heber, who both use gold and silver together in their work, rather than separating the two materials. Many people like to wear a mixture of gold and silver and these collections offer an ideal way to wear them together in a stylish and fashionable way.

Julie Pratt

At Argent, we stock a mix of big brands and small designers, so we are able to keep on trend for some of our customers, but also have the individual choice for other customers. Stocking only big brands would exclude the opportunity for difference and variety for our customers, with the risk of becoming uniform with the mainstream jewellers.

Argent strives to support small designers and we believe in the individuality and timelessness of their designs. We have a great relationship with the designers and they are a pleasure to work with, maintaining a very personal approach to business. We aim to offer our customers variety and the type of jewellery associated with an independent jeweller. Customers can be assured that when they come to us, they will find something different and not something they could purchase in every other jewellery shop.