Brand to enter 25 stores across UK, developing POS with retailer.

Stackable bangle brand Chrysalis is set to enter 25 Ernest Jones stores – its first major UK multiple deal that follows a boom in growth in Ireland and the US.

The Bristol-based company said it had been working with Signet for six months to develop new store displays and POS specially for Ernest Jones, with the brand due to enter stores in early June 2014.


Ernest Jones will also hold a number of exclusive Chrysalis charm pendants and earrings for six months, based on birthstones and featuring Swarovski crystals. The pendant and earring collections will then be available to other wholesale stockists from early 2015.

The expandable charm bangles from the brand have proven a hit in the US and Canada, where this style of jewellery has become a widespread trend, with a number of brands vying for a slice of the market with stackable designs of a similar ilk, each with their own USPs.

In Janaury this year, Chrysalis announced plans to replicate its North America success in the UK, offering UK retailers shop-in-shop packages for £10,000, featuring customisable biodegradable POS, designed to fit any size of store or countertop.

According to Chrysalis founder Andy Maine the brand has opened in several markets since its appearance at Jewellery & Watch Birmingham in February, where it showcased collections on a large recyclable cardboard stand.

She said: "We have opened up so many new markets since Jewellery & Watch Birmingham. The Caribbean and Canadian markets are booming alongside the US, where we have just taken on seven new reps, who opened more than 15 new accounts before even getting the samples from an email out.

"We have also won amazing exposure from Elle and OK magazines, and have retail partners recommending us to their friends in the industry, which is bringing new accounts across the UK."

Next up, the brand will launch further bangle collections, with the Oceanic range available from the end of this month, and Talisman and Chakra launching in June and July respectively. Chrysalis will also showcase new collections at IJL at Olympia in August, and at the Harrogate home & Gift fair in July.