Identity embarks on new voyage with Anchor & Crew

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Retailer creates own brand launching at Jewellery & Watch next month.

The sons of Identity the Jewellers founders Alison and Stephen Warner have launched new men’s jewellery brand Anchor & Crew, marking the family’s move into jewellery wholesale.

The brand will officially launch at Jewellery & Watch Birmingham next month, primarily targeting the men’s jewellery market. Anchor & Crew currently offers five collections, with a total 13 set to be showcased at Jewellery & Watch Birmingham.

Anchor & Crew has been several years in the making and is being overseen by Andrew Warner and Chris Warner, the sons of Identity the Jewellers founders Alison and Stephen Warner.

The collection of wrap bracelets is inspired by Great British industry and has been designed and handmade in Britain using sterling silver and materials that are British Navy certified. The bracelets feature anchor, pulley and life ring motifs that operate as part of the clasps.

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Chris Warner is overseeing the brand’s web presence. He told Professional Jeweller that Anchor & Crew will operate separately to Identity’s retail stores.

"Andrew is leading the design and manufacturing team and due to the products being designed and handmade in Britain, there will be a completely hands-on approach with the aim of further increasing the number of design team craftsmen as the year progresses," Warner said.

"We feel that men’s jewellery as a market still has something to give and due to not being impressed by available brands on the market, we feel the time is now right to move into creating our own brand."

The aim is for Anchor & Crew to provide "distinctive designs for a luxury lifestyle". Each bracelet features a sterling silver clasp with the bracelets made using British Navy-certified materials.

"All materials are sourced in the UK from suppliers that only provide the highest quality; we extensively researched and explored for the best Royal Navy marine-grade rope which is supplied to the leading boat and shipping manufacturers, for example," Chris Warner explained. "The brand, although currently designed around the naval theme, will begin to see additional engineering and mechanical designs added into the collection."

The collection will be unveiled at wholesale in Hall 18 Stand C64 at Jewellery & Watch Birmingham.

 

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