Online electrical products retailer Pixmania is to launch its own-brand jewellery collection ahead of the summer wedding season called Rose and Kara, it has been announced today.
Its initial collection will comprise of 500 pieces of jewellery including rings, bracelets, pendants and necklaces, an expansion on the goods previously offered by the site.
Last year, the online retailer implemented a line of watches and sports goods meaning that it stocked as many as 20 different product categories, but Rose and Kara is the first company own-brand to feature on the site.
Aiming to combine quality and value, most of the wedding bands are 18 carat gold or white gold and the company has promised that each piece is 50 per cent cheaper than equivalents on the high street.
Ulric Jerome, Executive Director at Pixmania.com, said: “We are doing this through hard hitting pricing strategy.
“It is a bold move for us to grow the business, which started out selling cameras online ten years ago, into selling jewellery but we are confident we will achieve our targets as the range is not only affordable but excellent quality.”
All gems in the range are thoroughly checked by a control team at the company and customers are given the chance to return goods after a 30 day cooling off period if they are not completely satisfied.
Further collections of Rose and Kara are to be bought out in the coming months with a choice of 1,500 extra pieces. Jerome hopes that the latest development will enable the retailer to reach a wider audience.
“Our ambition is clear; to reach a maximum number of consumers with an online catalogue of affordable jewellery. “We aim to become the leading online European retailer within two years.”