Cruciani’s hit £10 bracelets win UK distributor

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Debra Zender teams with brand that has sold 12 million pieces.

Hit Italian bracelet brand Cruciani is set to drive forward business in the UK having secured distribution under Debra Zender of London based company Frank Phillipe Ltd.

The brand has to date sold more than 12 million of its colourful fabric bracelets worldwide, each priced at £10, and promises to bring the sales phenomenon to the UK with an official launch at trade show Top Drawer in September.

The collectable bracelets are made using macramé techniques with designs including four leaf clovers, hamsa hands, hearts and infinity loops. Its international expansion has been rapid and Cruciani is currently sold across Europe, America and Japan with eight stores worldwide including Milan, Palm Beach, Dubai, Seoul, Tokyo and Rome, with plans to open in Beirut, Istanbul and Paris next year.

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Zender told Professional Jeweller: "Whilst in Italy I saw the brand and then my daughter saw it in a shop in Capri. I thought it was a completely original concept and beautiful quality."

She has fought off an amount of competition to win distribution rights for Cruciani in the UK, and says "we were really fortunate that [Cruciani founer] Luca Caprai wanted to go with us".

Zender is set to target independent jewellers and multiple retailers with the collection. The range of bracelets already sells through jewellery retailer Argento and Fenwick in London.

"This product is unique and sits well in independent fashion jewellery retailers, multi-brand operations and the traditional high street jeweller. Due to its good price point it suits any budget as either a gift, add-on or impulse purchase."

Zender is also in the process of building a website for Cruciani in the UK, but says its main target will be to sell through retail outlets rather than its own site.
 

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