With a changing jewellery market and the gold price rising, the challenge for London Road was to fill the void between branded silver and more traditional 18ct gold jewellery with a keenly priced, fashionable and highly wearable collection of diamond and gem-set jewellery. Thus, in the Autumn of 2009, the London Road brand was created with unusual collections interpreting the latest trends, and core retail prices between £150 and £600.