Ernest Jones has Announced the Launch of Amanda Wakeley Jewellery

BOREHAMWOOD, England, October 11, 2010 - Ernest Jones, the diamond and watch specialist has announced the launch
of Amanda Wakeley jewellery, exclusively designed for Ernest Jones. Winner of
three British Fashion Awards for Glamour, Amanda Wakeley is synonymous with
luxury and sophistication. The collection at Ernest Jones features four key
themes of stylish jewellery; 'The Statement', 'Linear Vintage', 'Skinny
Diamonds', The Drop' and 'The Zodiac'. Each theme captures a mood and look
perfectly, whilst remaining glamorous, fashionable and elegant.

Inspired by the understated allure of her fashion collections, the Amanda
Wakeley jewellery (
www.ernestjones.co.uk/webstore/l/jewellery/brand%7Camanda+wakeley/)
collection has been created exclusively for Ernest Jones. Each luxurious
piece is crafted from chic sterling silver and hand-set with dazzling white,
black or coffee-coloured diamonds.

Commenting on The Statement Collection, an elegant collection of
jewellery for every day or evening wear, Amanda Wakeley said: "I wanted to
create some bold pieces within the range by juxtaposing large sculptural
shapes with tiny pave diamond strips."

The Linear Vintage Collection from Amanda Wakeley (
www.ernestjones.co.uk/) combines the 'contemporary, clean lines of
dazzling diamonds with classic vintage inspired milgrain finishing, with key
pieces including vibrant sterling silver and diamond pendants, hoop earrings,
rings and bangles.'

The Skinny Diamonds Collection is 'designed to be equally beautiful worn
alone or stacked to give an endless layering combinations for a truly
personalised look.'

Of The Zodiac Collection Amanda said that "the celestial influences of
astrology combine with diamonds really appealed to me - easily worn with
jeans or an evening dress. I hate the thought of diamond jewellery being kept
only for social situations."

The Drop collection features long, elegant pendants and earrings. "I love
fine jewellery to have versatility," said Amanda. "It's modern and relevant
to how we live now. One moment the spiral diamond pendant can be on a skinny
choker, the next suspended on a long super fine chain."

About Amanda Wakeley

Amanda Wakeley started designing through a personal passion to create
beautiful clothes that women will love to wear. Awarded an OBE in 2010 for
contributions to the fashion industry, Amanda Wakeley is worn by some of the
world's most famous celebrities including Angelina Jolie, Scarlett Johansson
and Halle Berry. Find out more about Amanda Wakeley at
www.amandawakeley.com.

About Ernest Jones: The Diamond and Watch Specialist:

Ernest Jones, the Diamond and Watch Specialist, has over 200 stores and a
retail website. Ernest Jones offers a wide range of leading brand watches
(www.ernestjones.co.uk/webstore/watches.do) and high quality
jewellery. Ernest Jones also has a stunning selection of gifts
(www.ernestjones.co.uk/webstore/gifts.do) for all occasions. Ernest
Jones is part of Signet Jewellers Limited, the world's largest speciality
retail jeweller.

    Contact Details:
    Tim Lundberg
    Copywriter E-Commerce Marketing
    Ernest Jones
    Imperial Place
    3 Maxwell Road
    Borehamwood
    Herts
    WD6 1JN

    +44(0)208-207-8312
    www.ernestjones.co.uk

Contact Details: Tim Lundberg, Copywriter E-Commerce Marketing, Ernest Jones, Imperial Place, 3 Maxwell Road, Borehamwood, Herts, WD6 1JN, +44(0)208-207-8312