Bradley’s Jewellers York bets on fancy-cut diamonds with new Oval Heaven Collection


Independent jewellery retail business, Bradley’s Jewellers York, is preparing to launch its latest collection of fine jewellery set with oval-shaped diamonds as demand for the fancy-cut soars.

Owner and designer, Kay Bradley, has created the Oval Heaven Collection in response to a high volume of enquiries for oval-shaped diamond engagement rings, pendants and earrings in the lead up to the 2021 Christmas sales period.

Pieces have been selling well across the business’s natural diamond offering as well as within its Eco Rocks laboratory-grown diamond range, which includes Eco Rocks x Oval Heaven creations.

Bradley’s York

Bradley says: “I have never known such high demand for oval-shaped diamonds. In fact, we have sold double the number of ovals compared to round diamonds since the lifting of the last lockdown earlier this year. Fancy-cut diamonds are definitely enjoying their moment and we plan to capitalise on this trend in the market with the Oval Heaven Collection, including new pieces, new artwork and fresh displays in store.”

Over the last 12 months, Bradley’s Jewellers York on Low Petergate has increased its output of new collections, including York Daffodil, Rainbow, Eco Rocks and now, Oval Heaven.

The business has also invested in new window displays, a new e-commerce website and is preparing to launch a standalone e-commerce presence for its Eco Rocks offering in the coming months.

Bradley adds: “Running an independent jewellery business is time consuming work and this often pulls me away from what I love most, which is designing new collections and bespoke pieces for my clients. Over the last two years, I have rediscovered my passion for design and have produced some fantastic new collections in collaboration with Charles Green and Green Rocks Diamonds. This has allowed me to present something new and unique to my customers and sales have grown as a result. I am confident the Oval Heaven Collection will be another success story.”

Bradley’s York