Chamilia taps into Mother’s Day jewellery gifting

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.

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

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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