Sales boomed at Made in Chelsea star Oliver Proudlock’s jewellery brand Serge DeNimes thanks to the business launching in America.
Revenue was up by 20% to £2.4 million as retailers like Macy’s and Bloomingdales started stocking its rings, necklaces and bracelets in the US.
The business, which Proudlock started before his reality TV career, expects sales to hit £4 million this year and £6 million in 2024.
He said: “Growth in America has been astronomical. There has been a huge push and we have new stockists on the East and West coasts as well as Canada.”
Proudlock, who attended Eton at the same time as Prince Harry, also hailed the rise of “genderless” fashion as a big boost for his brand.
“Men are increasingly using accessories as a really powerful way to communicate and we are delighted to be at the forefront of that trend,” he said. “That truly genderless feel - where partners can share what they like to wear - has been massive for us. We’re not just a men’s brand and have increasing numbers of female customers.”
Serge DeNimes managing director Samuel Darcy recently told Brightpearl’s Lightning 50 Podcast that competition has grown in the men’s jewellery space.
He told the podcast: “I joined seven years ago when we were transitioning from apparel into men’s jewellery.
“When we started there were not many competitors and now there are dozens which is a good judge of our success.
“That shift to where an accessory such as jewellery can be the defining part of a man’s outfit - the statement item and inspired by the likes of Harry Styles and Pharrell Williams - has been massive for us.”
Darcy said that bringing in retail operating specialists Inventory Planner had been a big help, adding: “It helps me to zero in on new ranges and understand better what we need to do to maximise sales.”
