Independent Jewellery Retailer Launches Namesake Brand

Lincoln-based jeweller, John Greed, has launched its very own in-house jewellery brand. Having worked with some of the UK’s leading jewellery brands over the last decade – and bolstering business with a popular personalisation service – the independent jewellery retailer has now decided to launch a namesake brand. Founder, John Greed, shares: “Over the past few years we have built up a very experienced and talented team internally and we felt the time was now right for us to take all that we had learned and create our own brand of jewellery.” The debut collection ‘Aiyana’ features over 200 designs crafted in sterling silver. Inspired by handmade artisan style and travel, pieces feature semi-precious stones, and a combination of statement and stackable designs. Greed reveals: “For me jewellery is about self-expression, and so we orientated our collections from the perspective of the identities within our current customer demographic. “Launching ourselves as a brand has b...