British Sterling Sniffs a Stirring Comeback

Originally launched in 1965 with a campaign focused on unique jewelry store distribution supporting the sterling silver packaging — “So fine, it’s only sold in jewelry stores” and now it’s still fine, but at a price point everyone can afford. ($24.99) It makes for a fantastic gift for a new grad or simply an old favorite to add to your collection. And this isn’t your Grandfather’s British Sterling either. British Sterling H.I.M. ‘Reserve’ is a provocative oriental blend of fresh citruses, bold spices and sensual woods while British Sterling H.I.M. ‘Private Stock’ showcases fresh citruses combined with crisp woods, aromatic spices and rich undertones.

H.I.M., which is short for “His Imperial Majesty,” is a subtle nod to King George VI who was one of only a few British Royals to hold that title and who’s military background led him to work tirelessly to strengthen the image and resolve of England after World War II.

Christmas Gifts Courtesy of London’s Mayfair

With more than 50 million units sold, British Sterling has long been a staple for men who appreciate masculine fragrances.

“For years British Sterling could be found in almost every household across America. British Sterling H.I.M. is the brand’s first major re-launch so the new fragrances have been designed to satisfy the most discriminating consumers,” according to Lynn Tilton, CEO of Patriarch Partners, the New York based private equity firm that owns the brand.

The H.I.M. lineup will also include a complete range of luxury grooming products at affordable prices. The products include: body sprays, body washes, antiperspirants, an innovative 3-in-1 bar soap, and an advanced three-piece shave system. Prices range from $4.99 for a 3-in-1 Body Wash to $24.99 for the EDT fragrances. The fragrances are available in stores now, while the grooming products are planned for release in the second half of 2014.


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