| John Lewis is taking stock of six designs in its So Male cufflinks range. The cufflinks will be stocked in the menswear departments of all 27 of its stores nationwide in August 2009.
So Jewellery’s Emma Finney said that supplying chain John Lewis with cufflinks would not affect the exclusivity of the brand, which has about 100 stockists in the UK excluding John Lewis, a third of which stock So Jewellery cufflinks. “As John Lewis is just stocking our cufflinks it not too mainstream across all of our product line and allows the independents we stock to maintain their integrity,” said Finney. “John Lewis is a boutique brand and is a perfect match for us in service and affordability.”
So Jewellery’s So Male cufflink collection was shortlisted for Gift of the Year 2008 by the Gift Association.
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