Accessories store cashes in on huge jewellery trend
Claire’s Accessories has opened an Alice in Wonderland-themed pop-up shop in London.
The store opened on Maddox Street, just off Regent Street, on Thursday to coincide with the premiere of the Disney film, directed by Tim Burton.
The store’s Claire’s fascia has been changed to Alice’s and it will sell a range of jewellery designed especially for the film. The range includes tea party earrings, a pendant with a bottle reading “Drink Me” and a series of charm jewellery featuring motifs such as playing cards, clocks and keys.
Claire’s will also run themed promotions at its 955 European stores and has created a dedicated website at wonderland.claires.com.
The Disney film starring Johnny Depp could create a strong commercial jewellery trend in 2010 and Disney Couture has created a line of official jewellery for the film. Other designers that have created jewellery inspired by Alice in Wonderland include Stella McCartney, Tom Binns and Swarovski.
Department store Selfridges in London is also opening a pop-up store dedicated to Alice in Wonderland where it will sell jewellery inspired by the tale. Five of the store’s famous window displays will be dedicated to the film.
Alice in Wonderland will open in cinemas on March 5.