Editor’s Note
Cash Converters is repositioning its jewelry offerings in Spain and Portugal under the new “Jewelry with Soul” concept. This initiative emphasizes sustainability through the use of recycled gold, refurbished pieces, and new lines featuring customization and lab-grown diamonds.
Cash Converters has reorganized its jewelry line in Spain and Portugal under the concept “Jewelry with Soul,” an initiative through which the company structures and redefines an existing category within its business. The move is supported by the use of recycled gold, the refurbishment of pieces, and the incorporation of new lines such as customization and lab-grown diamonds.
Jewelry has historically been part of Cash Converters’ assortment, as it is one of the assets that individuals most frequently decide to sell to obtain liquidity. However, this launch represents a step towards more integrated product management.
The company now distinguishes between jewelry refurbished in its own workshop—through cleaning, polishing, and sterilization processes—and newly manufactured pieces made from melted gold, developed both in its own collections and as custom orders.
As part of this reorganization, Cash Converters incorporates certified lab-grown diamonds, produced in Europe, and expands customization options, allowing customers to define materials, carats, and finishes. These lines coexist with the traditional buy-and-sell activity for second-hand jewelry, which remains one of the pillars of the model.
This move is accompanied by a new visual identity applied to stores, packaging, and digital media, with a more neutral and functional aesthetic. Operationally, the initiative strengthens the role of the internal workshop and collaboration with external partners for melting and producing new pieces.
With 83 stores in Spain and Portugal, Cash Converters España holds exclusive brand exploitation rights in the Iberian Peninsula.