Poundland launches jewellery range

Plans big expansion as sales soar


Poundland Purple Ivy jewellery

Now there really is no excuse for not buying your girlfriend jewellery: Poundland has launched an 82-piece range of necklaces, rings, bracelets, brooches and earrings, all priced at just £1 each.

The Purple Ivy range includes six different collections: Lady, Girl Next Door, Vintage Colour, Mysterious, Nature and Rustic Animals.
Lady is based on crystals and pearls and "complement smart and evening dresses really well," says the store. Girl Next Door features roses and bows, while Vintage Colour uses antiqued metal with flashes of pink, turquoise and black.

Mysterious is a more modern line based on silver and black, and Nature features leaf designs along with hints of amethyst. Meanwhile, Rustic Animals includes the owl and elephant motifs so popular over the last couple of years, in an antiqued, bronze-gold finish.

"Whether it's for a night out or a day at the office, accessorising an outfit needn't cost a fortune. So if you're on a budget but still want to look great, our new jewellery range is for you," says the store.

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Like the budget supermarkets, Poundland is increasingly attracting more middle-class shoppers, with chief executive Jim McCarthy revealing yesterday that 22 percent of its customers now belong to the affluent AB demographic. "Behavioural changes of shoppers are benefiting the value sector," he said. "Value is now absolutely a badge of honour for customers across the spectrum."

Accordingly, the chain is trying to create a reputation for quality as well as low prices. Late last year, it signed up celebrity cake-maker Jane Asher to endorse a range of of bakeware. It's all a far cry from the store's initial inspiration - the bargain box on founder Steve Smith's West Midlands market stall.

Earlier this year, it launched poundshop.com, offering 1,000 products online. The company said at the time that the store was aimed at shoppers who didn't yet have a Poundstore in their area - but it will also no doubt be appealing to those who would just rather not be seen in one.

The tactics appear to be paying off well. The company posted an 18% jump in sales for the quarter to June 29, at £262.6 million. It opened nine new stores during that period, with plans for another 60 over the next year, and is aiming for 1,000 altogether. This week, it will also open its first store in Spain - in Torremolinos, of course.

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