Tatty Devine plots significant retail expansion

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Selfridges and Brown Thomas among openings; staff numbers to double.

London-based jewellery brand Tatty Devine is embarking on a major retail and manufacture expansion program this autumn, with new concession openings, pop-ups and design initiatives that will double its staff numbers.

The brand will open a concession space within Selfridges’ Manchester store in October, following the success of its London concession. The space will feature the Tatty Devine Name Necklace Experience, whereby customers can watch a bespoke laser-cut Perspex name necklace made to order on the spot. The Manchester site will be the brand’s first Name Necklace Experience outside of London, where the initiative has helped Tatty Devine grow a further 28% this year.

The brand will also increase its presence in Selfridges in London, having substantially surpassed expectations with a 42% increase on sales from its best-ever week in Christmas 2012. The now permanent and enlarged concession will also sell pieces from Tatty Devine’s seasonal and classic collections.

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The Irish market will also welcome Tatty Devine to a new space in contemporary department store BT2 in Dublin, part of the Brown Thomas group. The space will also open next month, with the aim of winning Christmas shoppers.

The retail expansion is part of Tatty Devine founders Harriet Vine and Rosie Wolfenden‘s plans to increase manufacturing in the UK. At present the company operates studios in London and Kent and says that staff numbers are set to double in 2013 owing to increased demand for the brand.

Tatty Devine will also reveal a collaboration with British artist Rob Ryan on October 25, with a range set to be sold through a dedicated pop-up space on the third floor of Selfridges on Oxford Street.

Ryan’s signature intricate paper cuts have been translated by Vine into sixteen silver designs, also available in 18ct yellow or rose gold plate. The brand will also launch its new charm collection at Selfridges in the same week, as part of a Christmas pop-up experience in London and Birmingham, before being rolled out at BT2 in November. The charm collection will enable customers to make colourful bracelets and necklaces from a range of classic Tatty Devine charms.

Tatty Devine co-founder and managing director Rosie Wolfenden said of the plans: “Our ambition has always been to make our original designs and experience more accessible throughout the British Isles, which is finally becoming a reality.

"Staff numbers within production will double within 2013 to meet this demand, which is not just great for our company but also for British manufacturing. We’re growing without compromising our independence or having to manufacture abroad.”

Vine and Wolfenden received MBEs this year in recognition of their service to the fashion industry. They have twice featured in the Professional Jeweller Hot 100 as Trendsetters in 2011 and Trailblazers in 2012, recognising their impact on fashion jewellery design and design copyright issues in the UK.

The brand also operates stores on London’s Brick Lane on Monmouth Street in Covent Garden, and wholesales to about 200 stores in the UK and internationally.

 

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