ROYAL LONDON JEWELLERY

Royal London Jewellery

Royal London Jewellery is one of the leading producers of charms for bracelets. The making and wearing of charm bracelets has seen a surge in popularity recently, and Royal London's products can be spotted on countless arms the world over.

Some charms are beautiful in themselves, while others get their appeal from the things they represent. Many of Royal London Jewellery's charms are beautifully detailed representations of people, animals or common objects made of sterling silver. Despite their small size, they are accurately made with even small details faithfully represented. It is this careful detail that is responsible for the huge popularity of Royal London's' charms.

For instance, one Royal London charm is in the form of a soccer ball and an athletic shoe. Here, the shoe really looks accurate with its shoelaces, trim and even the right pattern on the sole. Other examples are the ones that resemble autos. On these every detail is right, from the hubcaps to the rear-view mirrors and headlights.

In addition to their careful detailing, Royal London's charms are popular for their variety. Charms are often given to commemorate special occasions, and the subject of the charm should tie in with the occasion. Royal London recognizes this and makes charms representing sports equipment, ballet shoes, graduation caps and other things that bring special occasions to mind. There are also representations of famous structures such as London Bridge and Big Ben.

By using this type of imagery, Royal London ensures that it has a ready-made market. Nobody needs to be told the significance of a graduation cap. The occasion it commemorates is already very special and happy for most people, so there is no need to explain or promote it. Champagne bottles, footballs, slices of birthday cake and elegant black dresses are often associated with the great times of our lives, so Royal London makes charms that look like them.

There are also some non-representational charms from Royal London, beautiful stone in silver settings that simply look good hanging on a bracelet. These can be placed on a bracelet to fill up the space and provide punctuation for the other pieces.

Some pieces of jewellery are elegant and costly while others are just for fun and the sentiment they express. By tapping into the latter market, Royal London Jewellery has ensured that they will be seen and loved by millions, not just a select few.

© SDK Jewellers Ltd.