Northampton retailer strikes up deal for Alias range.
Northampton retailer Steffans has just signed a deal to stock Theo Fennell’s first silver range Alia, Professional Jeweller can exclusively reveal.
The retailer is well known as a powerhouse of branded jewellery retail and latest signing Alias will sit next to a raft of other major brands in the shop including Stephen Webster, Shaun Leane, Pandora, Monica Vinader and Links of London.
Steffans owner Steff Suter expressed his delight at the partnership, adding that a range from Theo Fennell will help to strengthen the store’s focus on British design.
Suter said: "For me stephen Webster, Shaun Leane and Theo Fennell are like the rat pack of the British jewellery industry, and now I have all three."
The launch of wholesale silver range Alias is part of a turnaround strategy at Theo Fennell, a brand better known for its high-end jewellery designs. The silver line features some of Fennell’s signature motifs such as snakes, skull, keys and hearts.