New British Invasion

The British are coming! After years of benign neglect of the U.S. market, the British jewelry manufacturing industry is actively trying to build its sales and image here. The British Jewellers Association – the major association and voice of British jewelry and silverware manufacturers – has launched a major initiative aimed at high-end independent jewelers. “The whole idea is to raise the awareness of and actively promote British jewelry products here,” says Craig Chislett, export promoter for jewelry and giftware to the U.S. for Great Britain’s Department of Trade and Industry. “Everyone tells retailers here to differentiate themselves from the competition with quality lines that have an international flair. We want to be part of that.” Called “The Best of British Jewellery & Silverware,” the project has the official backing of the British government, say

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