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Henryka bids for new collection to be ‘fruitful’ with avocado-inspired spring range

NEW Henryka Fruits Collection SS19 – RRP £25 to £55 – Still Life

British nature-inspired jewellery brand Henryka has launched its new collection for SS19, which is inspired by the nation’s love of citrus fruit and the popularity of the avocado.

The Hereford-based brand, which was founded in 2006 by designer Anna Emmett, has launched its new 15-piece Fruit collection, featuring lemon, lime and orange designs, plus jewellery paying homage to avocado.

The new collection shows the ‘playful and exuberant’ style of the brand as it continues to target a more fashion-conscious consumer.

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Highlights include the Lemon Slice Drop earrings in silver with sunshine-yellow amber (RRP £65) and the Lime Slice necklace in silver with green amber ‘segments’ (RRP £55).

The Avocado necklace in silver and cognac amber (RRP £35) and the matching Avocado Drop earrings in silver and cognac amber (RRP £40) have also been well-received and are expected to be popular gifts throughout the summer months.

Entry price-points for the collection start at RRP £25 for four different silver designs; the Lemon Slice stud earrings; the Watermelon Slice necklace and Watermelon Slice stud earrings; and finally, the Lemon stud earrings.

The SS19 Fruits collection will be supported by the Henryka Pastel collection, which was first trialled and soft-launched in the summer of 2018.

This colourful collection uses man-made gemstones in shades of pink and green to create drop earrings, pendants and a selection of Tropical Parrot designs that proved hugely popular at Henryka’s mono-brand store in Hereford in 2018.

Following the success of the soft-launch, the entire Pastel collection will be formally launched on the Henryka website and in-stores this spring.

Henryka sales manager, Hollie Francis, says: “We are incredibly proud of the new Henryka Fruits collection for SS19. It is fun, energetic and keenly priced for the customer, but also tells the story of Henryka with the use of multi-tonal amber. The collection has resulted in some fantastic imagery for social media and, as we continue to support our retail partners with targeted, localised social media advertising, we hope these assets will be useful for driving footfall.”

In February, Henryka introduced its new bespoke point of sales materials that are now being rolled-out across its portfolio of retail partners. This has coincided with the growing success of its Natural Stones capsule collections, including the fast-moving Blue Lace Agate and Dalmatian Jasper collections.

In 2018, Henryka achieved its ambitious target of opening 100 new accounts with independent retailers.

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Zoe Monk

The author Zoe Monk

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