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Icon Live sets up own label

Accessories and jewellery giant Icon Live, which supplies major high street retailers, has launched its own jewellery brand and online store called Earring Boutique.

Icon Live, which supplies own label jewellery to retailers including Oasis, French Connection, Tesco and George at Asda, will also launch its second branded collection of costume jewellery, called Pinkie Jones, later this year, as it strives to reach sales of £100 million. The company currently turns over £80m.

Earring Boutique, which debuted this week at, offers seven earring collections which comprise of a total of 40 pieces, with retail prices between £35 and £140. The business will add a further 20 pieces in time for Christmas.

Icon Live co-founder Valerie Scott said Earring Boutique would fill a gap in the market for earring-only stores. “There are no outlets that are purely dedicated to glamorous earrings in the UK,” she said. “An online platform is ideal, as it gives us a wider reach in which to build a new brand.”

Scott added she had not ruled out opening standalone stores and concessions. “We already have concession expertise from our current clients, so we may look at opening concessions for Earring Boutique in department stores in the UK and abroad,” she said. “We could also eventually open our own shops.”

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