New Zealand jewellery brand Astra has opened more than 100 accounts in the UK and Ireland since its launch in September.

The response to Astra has been so positive that distributor Jos Von Arx (UK) Ltd has taken the decision to put opening new accounts on hold for the remainder of 2017 so that it can concentrate on supporting existing retail partners to ensure excellent sell through and to support re-orders this Christmas.

Astra has been particularly well received by retail jewellers in Ireland, who have recognised the strength of the brand’s story and elements of personalisation behind each piece, as well as the competitive price points that make it an ideal gifting product. Astra jewellery has already been placed on the current Miss Ireland, as well as given to Irish Tatler for the recent Women of the Year Awards.


Jos Von Arx now has ambitious plans to double the number of doors in the UK and Ireland to 200 in 2018, while continuing to focus on supporting sell through and beginning to place branded furniture and shop-in-shop concepts into selected stores.

Richard Bulgin, sales director at Jos Von Arx, shares: “When we first saw Astra we knew it had great potential, however the response from retailers has been even more overwhelming than we could have expected. The brand has really captured the imagination of our retail partners, personally I have never seen a brand with such strong commercial appeal opening 100 doors in only eight weeks.”

“The popularity of ASTRA in the UK and Ireland is phenomenal – some of our retail customers sold half of their stock in just two weeks,” adds Astra creative director, James Hu. “I would not be surprised if this soon becomes our number one market, as retailers and consumers alike in the UK and Ireland really seem to be embracing the ASTRA concept.”

Jos Von Arx will be showing new designs from ASTRA at Showcase Dublin (21–24 January 2018) and Jewellery & Watch Birmingham (4–8 February 2018).