Green Street’s retail jewellers have joined forces to develop their own brand ahead of the 2012 London Olympics.
Green Street is located in the dynamic, multi-cultural London borough of Newham, a long avenue crammed with shoppers milling in and out of fashionable sari boutiques, curry houses and Bollywood DVD outlets.
A few dozen jewellers offer necklaces and bangles in 22-carat yellow gold, diamonds and gemstones.
Green Street jewellers’ designs in precious materials are cutting-edge and meet the aspirations of people from both East and West, reflecting the broad cultural diversity of shoppers who visit the area.
Diamonds are a dynamic growth area for affluent British Asian women, while traditional 22-carat gold jewellery remains popular with South Asians. Platinum jewellery is increasingly sought after by shoppers on Green Street.
On Green Street, jewellery fuses with fashion. Women take newly purchased saris to jewellers where sales assistants – with an expert eye – match fabric to jewel.
Green Street jewellers also offer Western designs to suit increasingly globalised Asian tastes, such as slender white gold and platinum bridal rings.
Green Street jewellers are now planning the launch of the “Discover Jewellery” magazine to coincide with London Jewellery Week in June 2010.
It will be the first jewellery magazine to be published by South Asian jewellers in East London.