Innovation at its heart: Amore Celebrates 25 Years

08 May 2024

25 years ago, when trade was very different, we realised that we needed to radically change the offering to independent jewellers allowing them to compete and look very different to their multiple neighbours. Amore was conceived, a new jewellery company with a fresh approach. Inspired by years of setting the same old pieces, we set out to create a bespoke gold, diamond and gemstone collection with unique styling, different by design, creating sets of jewellery that consumers will love to wear.

The remit was easy: Pick a name, 'Amore,' that evokes passion and creative marketing. Develop a system for bespoke ordering in numerous combinations. Develop jewellery that will enhance the independent offering, setting it apart from the multiples and fundamentally changing the outdated business strategy.

This change to strategy, which was not the norm 25 years ago but seems to have served us well, has allowed for smaller stock holding and the creation of multiple new lines every year.

My fellow suppliers, who sadly are no longer around, all had vast ranges and tons of old stock.

We quickly realised we had to change the model and implemented 'Amore Options', offering the retailer flexibility in ordering. Every piece in the collection could be ordered in 9/18ct, yellow, white or rose gold and with numerous gemstone combinations.

Although this business strategy took many years to implement, it proved to be the right one, allowing Amore to grow steadily and change buyer’s habits.

25 years later, we seem to be going from strength to strength, opening new accounts and becoming a core gold and silver supplier to the trade.

Nowadays, Amore Oro-love Gold has over 4000 gold and gemstone combinations, with platinum as a new metal option. The new collections created every year allow us to offer fresh, unique, and innovative jewellery, helping the independent with seasonal new lines to encourage sustained sales.

10 years ago, we introduced Amore Argento - love silver which helped boost sales when gold slowed down and has now become a key part of the Amore offering.

Argento is a lovely alternative to high-priced gold and the perfect gift for all life's occasions. Beautifully designed silver jewellery complemented with cubic zirconia and real gemstones is supplied with point of sale and packaging. Every piece is rhodium coated and has the Amore heart stamp to authenticate its origin.

Celebrating 25 years with loyal customers with The Amore Golden Ticket Competition.

Arrange for a sales representative to visit and place an order for gold or silver to the value of £1500.00 (plus VAT).

You will receive a tasty Amore chocolate bar and if it contains one of the ten golden tickets, you will win £250.00 towards your order.

View Amore Jewellery

Source: Amore