Chrysalis founders launch new fashion jewellery brand

The founders of Chrysalis will be launching a brand new fashion brand called Ania Haie in the New Year.

Andy and Dave Maine, who launched Chrysalis in 2007 and have seen the brand go from strength to strength, will be unveiling a new affordable, trend-led jewellery brand in 2018.

Ania Haie is a stylish new brand, which will launch new collections every months. As much as new ranges launch, previous ones will discontinue, so consumers will soon learn to not hesitate to buy pieces they like, and keeping looking in store for more.

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The problem with retailers at the minute is they will have designs out for about six months,” shares Ania Haie founder, Andy Maine. “We just wanted a brand that was about creating new looks, and having new trends, and following fashion. So every month we will come out with a new look, depending what’s the fashion trend of that moment.”

She continues: “Because the whole concept revolves around introducing new designs, consumers will know if they don’t buy it then, then we are not going to get it, and they will keep looking online and in store for updates.”

The pieces, which will retail from £15 – £89, include sterling silver, and 14ct yellow and rose gold plated designs.

Featuring rings, necklaces and chokers, cuffs and earrings, the designs are created to be layered, stacked and worn multiple ways, and tap into the gifting and self purchasing markets.

To kick off the launch, Ania Haie will be debuting nine collections including Out of this World, a mix of orbital pieces, Modern Minimalism, a discreet and pareddown design, Touch of Sparkle, which feature shimmering elements that resemble the night sky, Links, a feminine take on the classic chain design, Geometry Class, a collection of angled and symmetrical pieces, Connect The Dots, featuring little bursts of enamel colour in turquoise, navy and coral, Texture Mix, which brings silver to live through a mix of texture, All Ears, a mix of earrings designed to be mixed and matched and Coins, which celebrates ancient trade routes.

The official global launch will take place at Vicenza in January, with the brand making its UK debut at Jewellery & Watch in February.

The launch will be supporting by a big marketing push, with influencers already wearing Ania Haie, and the brand has a dedicated team in place to support retailers in the UK and internationally.

View a sneak peak of the range here:

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