LONDON, UK / April 29, 2026 / VIRAGE London, a UK-based jewellery brand, has expanded its collection of men’s chains and necklaces with a clear proposition: premium-quality pieces that maintain their appearance over time without the high cost traditionally associated with gold jewellery.

In a market where affordable jewellery often compromises on durability, VIRAGE London addresses a common consumer concern. Each piece is finished in real 18K gold and engineered to resist tarnishing, fading, and discolouration, even with daily wear.

Gold-Quality Results. Without the Gold-Level Price.

For years, accessible jewellery has carried an unspoken caveat. Within weeks, lesser pieces lose their colour, corrode at the clasp, or reveal the base metal beneath. VIRAGE London was built as the direct answer to this problem. A brand where craftsmanship and accessibility are not competing priorities, but a single, non-negotiable standard.

Every piece in the VIRAGE London collection utilises a unique form of PVD plating, a process which ensures their jewellery is guaranteed to never tarnish, fade or lose colour. Each piece also undergoes rigorous quality checks before leaving production. The result is a real 18K gold-finished aesthetic that is visually indistinguishable from solid gold, unrivalled durability for daily wear, all at a fraction of the cost of solid gold pieces. The brand occupies the space the market has historically left empty: between the exclusivity of solid gold and the disposability of the high street.

“Premium, lasting jewellery should not require a significant financial investment. Every piece in our collection carries one guarantee: it will not tarnish, it will not fade, and it will not discolour. That is what this brand was built upon,” said Tom Morris-Richardson, Founder of VIRAGE London.

Five Defining Styles, One Standard of Finish.

The collection covers every major silhouette in contemporary men’s chains, each chosen for visual authority, cultural relevance, and suitability for daily rotation.

  • Cuban Chains
    Flat, interlocking, light-catching links. The defining accessory of a generation — engineered to resist corrosion through daily wear.
  • Rope Chains
    Tightly wound multi-strand construction. Catches light from every angle; available from understated to commanding widths.
  • Figaro Chains
    Italian-origin alternating link pattern. Alternating ovals and rounds give this style an almost architectural sophistication.
  • Belcher Chains
    Uniform O-shaped links rooted in British jewellery culture. Iconic and ideal as a pendant base or standalone piece.
  • Franco Chains
    V-shaped links woven into a near-liquid surface with maximum light capture. Available in gold and silver finishes across multiple lengths and widths.

The full range of men’s chains — Cuban, Rope, Figaro, Belcher, and Franco — is available now at viragelondon.com. Both gold and silver finishes are being offered across multiple widths and lengths to suit every style preference and layering approach.

Designed for Everyday Use

VIRAGE London targets consumers who view jewellery as part of daily style rather than occasional luxury. The brand focuses on creating pieces that can be worn consistently without losing their finish or structural integrity.

This positioning reflects a broader shift in consumer behaviour, where buyers increasingly prioritize durability and long-term value alongside design.

About VIRAGE London
VIRAGE London is a UK-based premium jewellery brand specialising in men’s chains, men’s pendant necklaces, and statement accessories. Every piece is finished in real 18K gold and backed by a lifetime guarantee against tarnishing, fading, and discolouration. The brand exists to bring the aesthetic of gold at accessible price points to an audience that has always deserved it. Explore the range at viragelondon.com.

Media Contact
Tom Morris-Richardson
Founder
VELAR Holdings Ltd
tmr@viragelondon.com
https://viragelondon.com/