Brand opens following 12-month boom in demand for its Chakra range.
Jewellery brand Daisy, worn by the likes of Cheryl Cole and Kanye West, has opened its first showroom in London’s Notting Hill after a bumper 12 months.
The brand was founded three years ago by James Boyd, who followed the footsteps of his father Noel into the jewellery industry.
After a successful marketing campaign its Chakra friendship bracelets were picked up by fashion publications and celebrities, who donned the colourful silver and vermeil braclets, causing a boom in sales.
Boyd has now announced that the brand has opened its first trade-only showroom, designed to allow retailers and potential stockists to browse and order the new collection. The opening follows a busy year that has seen the brand’s stockists list grow by more than 150 new outlets.
“Daisy recently opened a high-spec show room in Notting Hill, London, with the number of collections and the demand for the brand growing, it was felt necessary for us to set up a show room in central London," explained Boyd.
"This will afford our current stockists and potential stockists a much deeper and insightful understanding of the Daisy identity and fabric,” he added.
The Daisy brand is sold through a number of well-known jewellery retailers in the UK including independent retailers Steffans, Swag, Robert Gatwood and John Greed, and multiples Ernest Johns and John Lewis.
Boyd says that the company also plans to open its first showroom in New York in early 2012, and has described the brand as “not sitting still”.
The brand plans to unveil its first shop-in-shop concept at Spring Fair in February next year following requests from its stockists.