My Flash Trash bracelet collection wins first high street presence.
Costume jewellery collection Flash Trash Girl has won River Island as its first UK high street stockist.
The fashion retailer will launch the jewellery collection this summer with price points from £7 to £35. Flash Trash Girl was created by Amber Atherton, founder of online jewellery retail site My Flash Trash.
Atherton originally pitched to River Island about putting Flash Trash Girl’s collection of friendship bracelets into fully functional vending machines in store.
The brand’s friendship bracelets are presented on illustrated cards and each are named after a different global city or place. They will be available initially in the London Marble Arch and Liverpool stores.
Atherton said of the launch: "I am thrilled to be working with River Island to give Flash Trash girl its first high street multiple presence. Personally it’s one of my favourite high street stores, and I’m happy our bracelets will be available to their cool and on-trend customer base."
Wider designs in the Flash Trash Girl collection include base metal pendants set with crystals, fringe earrings and iPhone covers.
The range is inspired by the jewellery of the 1990s and was originally launched in September 2012. The collection is said to have enjoyed "unprecedented success both in the UK and US", targeting pre-teens and 20-something consumers.