Precious metals specialist the Stephen Betts Group is fashioning new markets with the acquisition of Unity Wedding Bands.
The sale will put Betts Metal Sales (BMS) in full control of all aspects of the manufacturing process for its wedding rings, as well as bringing a dedicated team of skilled, innovative designers and producers in-house.
Charlie Betts, Managing Director at the Stephen Betts Group, said the deal held major advantages for both companies: “Unity’s manufacturing capacity is state of the art. With a track record in all the latest techniques, and expertise in creating original, new products, adding Unity to the Betts portfolio will give us far greater flexibility and secure our place as a major player in the wedding ring market. Being part of a larger group will also undoubtedly strengthen Unity’s brand, while customers will benefit directly from the economies of scale afforded through by being part of a group that offers refining, manufacturing and tool services under one roof.”
The two Jewellery Quarter companies have been working closely for the past two years, but Unity’s 15 staff – including skilled CNC operators with expertise in areas such as diamond setting, CAD, finishing and polishing – will now become employees of the Stephen Betts Group. Unity was established in 1989, and has grown to supply retailers throughout the UK and Europe.
Director of Unity Wedding Rings, Sam Felton agreed that the decision to join the Stephen Betts Group would give Unity Wedding Bands greater market influence: “This deal makes excellent strategic sense for Unity. BMS has a much wider customer base and sales team, which will help us to reach a wider market, as well as benefiting operationally from integration into a larger group. This is a really exhilarating time; blending our advanced manufacturing capabilities with Betts’ heritage, service, trade counter and stock holding will really spring board what we can bring to the market place and give us super-fast delivery. We look forward to working together to create new product collections and modern marketing strategies. Utilising Betts’ sales team will also increase our market share. This is a really positive step forward for all the Unity staff and customers, exciting times lie ahead.”
Simon Cox, the founder of UNITY, added: “Over the past 20 years a lot of hard work and effort has gone into creating a world class manufacturing facility here at UNITY. After working in close association with the Betts group of companies over the last two years, it quickly became apparent that there was a great synergy between both parties. This acquisition will create exciting opportunities and a force to be reckoned with in the market place. I’m really looking forward to being part of this exciting new era.”