Astra prepares to tackle UK market after securing distribution

astra maya

New Zealand jewellery brand Astra is getting set to officially launch in the UK and Ireland this autumn after securing a distributor. 

After acquiring distribution with Jos Von Arx (UK) Ltd, Astra will officially be launching into the UK at the upcoming Company of Master Jewellers Trade Event taking place this week.

Astra is becoming New Zealand’s fastest growing jewellery brand and has enjoyed strong growth in its home market over the past 12 months. With year-on-year growth of 136% in its home country, the jewellery brand has already successfully expanded within the Australian market and recently launched in the US. Once it has launched in the UK and Ireland, it has ambitious expansion plans to take the brand further into Europe by targeting Germany, Italy, Belgium, the Netherlands and Portugal.

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Astra’s creative director, James Hu, says: “I was recently asked why I think Astra is so popular. I replied that Asrta is not only about metal and stones – it is about creating a connection with people. The best part of Astra jewellery is that everyone can find a piece of jewellery that tells a life story that is personal to them. We are confident that the UK market will embrace this concept and that our business will continue to flourish under our exciting new distribution agreement.”

The brand’s four current collections, Maya, Stella, Freedom and Leda, all include charm pendants, rings, earrings and bangles. Made in a combination of silver and gold plate, retail prices start from £60.

Following the launch the brand is being showcased to the wider jewellery trade at Ireland’s Autumn Home & Gift Fair and International Jewellery London next month.

Astra won CMJ’s Dragon’s Den contest earlier this year, winning the most votes from CMJ retailers as the most commercial jewellery brand on show at the CMJ Spring Trade Event and exhibited for the first time at Inhorgenta Munich in February.

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