BURTON was the home of the first ever shop of a discount chain that just clocked up £1 billion worth of sales – and now it will be one of the first stores in the country to offer £1 jewellery.
Poundland, based in The Octagon shopping centre, will soon have thrifty fashion fans rejoicing after the firm revealed a new line of budget jewellery.
The discount store, which opened its first store in 1990 in the town, is branching out into the world of cut-price jewellery.
A spokesman for the company said: 'Diamonds are a girl's best friend and we all like to feel glamorous when dressing up.
"Whether it's for a night out or a day at the office, accessorising an outfit need not cost a fortune. The new jewellery range is for people on a budget who still want to look great."
The range is called Purple Ivy and includes 82 pieces including necklaces, rings, bracelets, bangles, brooches and earrings.
The collection is broken down into six categories depending on trend and style; lady, girl next door, vintage colour, mysterious, nature and rustic animals.
The nature pieces are described as 'subtle' and suitable for those with a 'peaceful and serene persona'.
The rustic animals collection is defined by a bronze gold-effect colour scheme, which is deliberately designed to give an antique appearance, featuring stylised representations of creatures.
Chief executive Jim McCarthy said he wants Poundland to become a force in high street jewellery.
He believes shoppers will be happy to wear Poundland jewellery.
He said: "Behavioural changes of shoppers are benefiting the value sector. Value is now absolutely a badge of honour for customers across the spectrum."