Launched as an alternative interpretation to women’s charm brands, Anchor & Crew introduced the Custom collection this year.
Custom allows shoppers to do exactly as the name suggests — customise pieces.
Consumers can simple chose a handcrafted sterling silver clasp, and accessorise this with rope, leather or silver chain bracelet lines, which in total offers hundreds of possible combinations.
Having sold many of these designs since the launch, Anchor & Crew has reported tens of cases of repeat purchases of additional bracelet lines, and have noticed customers buying two clasps in one purchase.
When it comes to men’s jewellery, Anchor & Crew is at the forefront of innovation, keeping in touch – and ahead – of the ‘next big thing’.
Through forward-thinking collections such as Custom, the brand’s store count surpassed 100 this year, and Anchor & Crew had to move its head office to keep up with demand.