Unlike conventional warranty programmes that often direct customers to third-party call centres, the new service allows Valliani Jewellers to remain closely involved throughout the repair and servicing process. The plans extend beyond standard store guarantees, offering coverage for everyday wear and tear as well as accidental damage over time.
Founded in 1999, Valliani Jewellers specialises in custom diamond jewellery, bridal creations and luxury watches. The partnership reflects the retailer’s focus on maintaining long-term relationships with customers beyond the initial purchase.
Kashif Valliani, CEO of Valliani Jewellers, said the introduction of expanded care options would allow the company to support customers throughout the ownership journey while preserving the personalised service associated with the brand.
For Mulberry, the partnership represents a further expansion into the luxury retail segment. Its embedded protection platform is designed to help retailers strengthen post-purchase engagement while offering customers a simplified and more accessible service experience.
Mulberry CEO Chinedu Eleanya said the collaboration aims to provide jewellery and watch buyers with straightforward, stress-free protection while enabling Valliani Jewellers to remain an active and trusted part of the customer relationship.
The partnership reflects a broader shift among independent and multi-store jewellers towards embedded, technology-led after-sales services. As retailers seek to strengthen customer retention and lifetime value, protection plans are increasingly becoming an extension of the luxury purchasing experience rather than a standalone warranty product.
