Birmingham engineer’s ‘earring’ solution set to change the face of fashion

Published by Russ Cockburn for Danks Cockburn Public Relations Ltd in Communities and also in Bill Payments, Central Government, Local Government

One of the world’s greatest fashion frustrations could well be a thing of the past thanks to a new invention born in the heart of Birmingham.

Gary Bryant, who has been involved in design and prototyping for over 30 years, believes he has come up with a solution to stop women and men losing stud earrings ever again.

The revolutionary earring back uses a simple ‘slide on, squeeze to release’ grip mechanism that is proven to secure the earring more effectively than the traditional ‘backs’.

Branded ALOXIA, the patent pending design has wowed crowds at the Clothes Show, is attracting attention from high street retailers and is close to agreeing a deal at a leading TV shopping channel.

The inventor is now set to officially launch it to the world at the International Spring Fair on February 5^th (Hall 20 Stand PO1).

“It all started when my wife kept losing earrings…at work, the hairdressers, the gym, during a night out and even watching TV. The standard backs kept falling off and it was driving her mad,” explained Gary.

“Talking to lots of women, I realised this was a common problem plaguing the fashion world and this got me thinking that there had to be a simple solution.”

Thousands of pounds and countless hours of design and development time later, ALOXIA secure earring backs were born.

Gary, working from his small workshop at home, took the initial concept and adapted it into a unique product that is now being manufactured, assembled and packed right here in the Midlands.

“There are millions of stud earrings sold worldwide and market research has shown that 9 out of 10 consumers have lost an earring or its back.”

Gary went on to add: “This represents a massive opportunity for us and we believe there is nothing like ALOXIA currently out there at present. Our product offers the strongest grip ever, is easy to release and is even hypoallergenic.”

He continued: “People who have tried them love the way they look and now know they can wear their favourite earrings without fear of losing them.”

ALOXIA secure earring backs are available in packs of two pairs in both gold and silver, and will soon be available online via www.aloxia.com.

Supported by Innovation Networks and the Manufacturing Advisory Service (MAS) with product development and manufacture, the company hopes to create up to five jobs in the local supply chain in the coming year.

 For more information please visit www.aloxia.com or contact 0121 415 4314