Asda Launches George Jewellery

Forget your larder necessities, you can now buy your clothes and accessories at your local supermarket. Even better, Asda is extending the George brand to jewellery with the introduction of a new collection which will be sold exclusively at jewellery counters in its supermarkets.

The 360-line range has been co-created by Asda's jewellery and George teams. Trends in both clothing and jewellery will be reflected in the range which starts at just 97p for basic earrings to GBP 9.97 for glamorous chokers.

New items will be delivered every three weeks to meet demand for ever-changing fashion. George Jewellery will make up 40 per cent of the total jewellery offer available to customers and focuses on accessories for women and children.

The new autumn/winter collection will be available in 165 stores. By the end of the year George Jewellery will be available over jewellery counters and on self select units in 257 stores.

David Miles, Asda director of speciality said: "For many years customers have loved up-to-the-minute fashion at every day low prices from George. Now we've brought this fashion and price focus to George Jewellery allowing customers to change their jewellery to match their look."