Allied Gold has made its biggest move to date outside of the bridal arena, announcing that it is presenting a new product category chain to the retail market.

Allied Gold, an established family business for over 40 years, is renowned in the sector for manufacturing wedding bands, engagement rings and other bridal jewellery. This month marks the official launch of chain after an initial preview of the range at industry trade shows last month.

Jerry Anderson, director of Allied Gold said: “It’s always exciting to launch a new product category, especially one as big as chain. We’ve launched our retail presentation with hundreds of styles in all main alloys. As with all our products, we have the full range of styles, weight, width, and length available for retailers to configure and price live using our customer-facing platform.”

The extensive collection includes pendant and “chaining up” chain through to heavier and fancier pieces including belcher, Byzantine, spiga and rope. The complete range is available now to order in 9ct and 18ct yellow and white gold as well as platinum and silver.

Robert Day, sales director of Allied Gold, added: “The first month of trading and showcasing the product has exceeded our expectations. with many of our customers making substantial orders in time for Christmas. The team is currently finalising the in-store presentation and point of sale to present the different gauges and enhance the retail experience – this will be launched in the new year.”