Future 50 List
Sophie Fulford
Rent Your Rocks

High end fashionable jewellery has come off the glossy pages of social magazines and into the real world for those who use Rent Your Rocks (RYR).

The jewellery rental business was born in early 2009 out of the family–run Norwich jewellers Winsor Bishop, RYR's parent company.

The business aims to make expensive jewellery an affordable luxury for special occasions and offers bracelets, earrings, rings and necklaces for rent.

It is designed to serve the bridal market or people who want to wear something particularly special for a social event – without the need to spend the thousands of pounds it would cost to buy the piece outright.

The venture was founded in January 2009 by Sophie Fulford, who said that key aims for 2012 were to make their investments work, which would mean making 'very commercial' decisions.

They would also be working towards improving efficiency with their business systems and output levels, she added.

Marketed mainly on the internet, RYR has been designed to bring a national and 21st century edge to the traditional business, which dates back to 1834.

High price items include a pair of diamond chandelier earrings, which retail at more than £24,000 but can be hired on a weekly basis for £525.

The company has supplied jewellery for television shows including The X Factor and So You Think You Can Dance, and to celebrities including singers Emma Bunton and Charlotte Church.

Location: Norwich
Sector: Online trading
Turnover: £8.5m (inclusive with Winsor Bishop)
Staff: 3
Website: www.rentyourrocks.com
working towards improving efficiency with their business systems and output levels