A COLCHESTER jewellery brand loved by top stars such as Harry Styles and Lewis Hamilton is booming.

Sales are soaring at male jewellery brand Serge DeNimes after crossing continents into the US.

Based in Stable Road, in Colchester, the firm has six members of staff and is run by former Made in Chelsea star Oliver Proudlock, who is the creative director and founder of the brand.

Sales rose by 20 per cent from £2million in 2021 to £2.4million in 2022 and sales are projected to hit £4million this year and more than £6 million in 2024.

Serge has benefited from the popularity of ‘kidult’ jewellery with style icons such as singer Harry Styles celebrating nostalgia with beaded designs reminiscent of their childhood.

Proudlock, 34, who started Serge in 2011 before joining the E4 series, said: “We are very grateful to stars such as Lewis Hamilton who wears Serge jewellery so beautifully and has made such a powerful fashion statement with his heavily ringed fingers and stylish accessorising with silver.

Echo: Bling - Oliver Proudlock pictured wearing Serge DeNimes jewellery while on holiday with wife Emma Louise ConnollyBling - Oliver Proudlock pictured wearing Serge DeNimes jewellery while on holiday with wife Emma Louise Connolly (Image: Proudlock Instagram)

“Other stars such as Harry Styles, Shawn Mendes and Frankie Ocean wear their jewellery with pride and have inspired growing numbers of men to try new Serge pieces.

“Jewellery was once seen as an afterthought like a hat or watch but now it is making the whole outfit.

“Men are increasingly using accessories as a really powerful way to communicate, and we are delighted to be at the forefront of that trend.

 “That truly genderless feel in fashion - where partners can share what they like to wear - has been massive for us. We are not just a men’s brand and have increasing numbers of female customers.

“Men’s pinky rings are the same size as most women’s middle fingers.”

The business staged a successful pop-up in New York two years ago and last October the brand launched its own US website and warehousing so it could ship directly to US customers.

It is now stocked in the US by retail giants such as Macey’s and Bloomingdale’s and overall US sales have shot up.

“Growth in America has been astronomical,” said Proudlock.

“There has been a huge push and we have new stockists on the East and West coasts as well as Canada.”

The plan is to roll out further websites and warehousing in Australia, Asia and throughout Europe.