Chamilia taps into Mother’s Day jewellery gifting

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Brand launches limited edition charm bead for European market.

To celebrate what is described as "the most important day of the year for mums", Chamilia has designed a limited edition 2011 Mother’s Day bead called the Infinite Love bead.

Marketed as the perfect gift to either add to or begin a charm bead collection, the new Mother’s Day bead is made in sterling silver, set with eight large cubic zirconia stones inside a heart shaped setting, with a further six smaller clear cubic zirconia stones, in a style akin to a shamrock. The bead has an RRP of £42.

The bead is a limited edition run with just 500 beads available throughout Europe.

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Chamilia has further complimentary Mother’s Day beads in its collection, offering a number of other designs for mothers including a heart shaped bead with the word “Mum” engraved on it in sterling silver and 14ct gold, and a sterling silver “Mother” band charm.

The brand has also taken time to invest in a two-week long, intensive national television advertising campaign which will promote a selection of beads suitable for Mother’s Day in addition to its usual promotional activities.

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