Abbott Lyon plots UK store openings as Trump tariffs halt US growth plans

An online jewellery brand championed by television personalities Stacey Solomon and Olivia Attwood is preparing to open its first physical shops in Britain as it puts US expansion on hold in response to President Trump’s tariff regime. Abbott Lyon, renowned for its personalised rings, necklaces and earrings, intends to launch stores in Birmingham, Cardiff, Liverpool and Manchester. This move follows increased demand from customers seeking ways to indulge themselves despite continued pressure on household budgets.

Jezz Skelton, co-founder and co-chief executive, detailed that the store rollouts form part of a three-year growth strategy dubbed Project Nova, which also includes ambitions for international growth. While the company remains steadfastly an online-first proposition, Skelton sees a significant opportunity in creating experiential stores that enable shoppers to interact with and customise products while connecting with the brand on a deeper level.

Unlike competitors that focus on the capital, Skelton emphasised that Abbott Lyon will not pursue a London-centric rollout, as its customer base is spread widely across the UK. The first physical shop is set to open by the end of next year to capture the crucial Christmas 2026 trading period. Recent increases in business costs following last year’s October budget have not derailed the brand’s planned expansion.

Abbott Lyon was founded in 2015 by Skelton and his wife Asha, initially concentrating on affordable, personalised watches and accessories before expanding into jewellery and womenswear. The company recently relocated its head office from Bath to Manchester. Its name was inspired by Charlie Abbott Lyon, a young boy admired by Skelton for his stylish flair. Skelton owns 75 per cent of the business, while shares are also held by his twin brother Nick and chairman Gareth Jones.

This year saw the appointment of Kelly Byrne as co-chief executive, with Skelton set to transition to the new role of chief visionary officer to lessen dependence on his leadership. Byrne previously worked with the beauty brand Refy. Abbott Lyon enjoyed strong sales during and after the pandemic as shoppers celebrated special occasions or treated themselves to affordable luxuries, echoing the so-called lipstick effect seen in the beauty sector. Sales of the brand’s waterproof jewellery have been a particular highlight.

Net revenue increased 11.8 per cent to £48 million in the year to 31 March, with EBITDA rising 11.5 per cent to £5.8 million, according to unpublished results. International sales expansion was previously on the agenda, but the uncertain tariff environment in the United States under President Trump has prompted Abbott Lyon to pause its US ambitions. The company plans instead to grow its online sales in markets such as the Middle East, Australia and across Europe, making use of third-party logistics providers.

Skelton’s entrepreneurial credentials were established with his first venture, direct-to-consumer bike brand Mango Bikes, started straight out of university. Although that business ultimately drew a parting of ways between Skelton and investors, the experience shaped his cautious stance on external funding. A future sale remains a possibility for Abbott Lyon, but only if the right offer and the right buyer present themselves.