Created by Birmingham Jewellery Quarter-based manufacturer Wedds & Co in 2021, Zedd™ is recognised for its contemporary combinations of black zirconium and precious metals, including silver, 9ct and 18ct gold, and platinum. To date, it has secured more than 300 stockists for its UK-hallmarked collections, including the flagship Zedd Pure and Zedd Duo lines, both of which have excelled in the alternative wedding ring market.

At The Jewellery Show from September 1-2, Zedd™ will offer a first-look at new additions to its Zedd Diamond collection, which combine textured black zirconium with 18ct rose gold, platinum and both black and colourless diamonds in a range of stylish geometric finishes.

All have been created in response to growing demand among predominantly male consumers for strong and stylish fine jewellery that goes beyond the norm. Many of the brand’s existing retail partners now stock Zedd™ as both an alternative wedding ring option and a fashionable accessory alongside high-end timepieces.

Zedd™ Co-Founder Paul Platnauer says: “The Jewellery Show at Olympia London is the ideal opportunity to present these new designs in the Zedd Diamond collection, but also to showcase Zedd™ to a wider audience. The brand has developed at a rapid pace over the last few years, and we are thrilled to be filling a difficult niche for many of the UK’s most prominent retailers. Young generations of male consumers are often the most challenging to reach, but Zedd™ is going above and beyond to cater to these clients and drive footfall back to the High Street.”

Following The Jewellery Show, Zedd™ will also present its broad range of collections, including titanium fine jewellery, at the Company of Master Jewellers’ Autumn Trade Event and the Houlden Group’s autumn buying event.

Zedd™ Sales Director Carol Sinfield adds: “The month of September is shaping up to be an incredibly busy period, but one full of opportunities for Zedd™. Retailers have responded positively to our black zirconium and precious metal collections, which are all crafted in Birmingham and hallmarked in the UK. This is what sets us apart and ensures we can offer a high-quality product to our retail partners.”

Elsewhere, Zedd™ is developing a consumer-facing presence with a new website and a refreshed approach to social media. The brand will focus on driving digital visitors to their nearest high street stockist, thereby affirming its commitment to brick-and-mortar retail and the partners who have helped Zedd™ flourish in the last two years.

Find Zedd™ at The Jewellery Show at Olympia London at Stand C13. To book an appointment with the team ahead of your visit, please contact Paul Platnauer, via paulp@wedds.co.uk.