Mishca Jewels enjoys retail accounts boost


Wave, EG Studio and Gemondo among brand’s new retail partners.

Jewellery brand Mishca Jewels has announced a number of new stockists following the launch of its sterling silver and gem-set AW11/12 collections at the end of the summer.

The brand unveiled its new designs at International Jewellery London (IJL), the third year it has appeared at the show, picking up several retail stockists in the weeks that have followed.

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Michelle Shamash, managing director Mishca Jewels, told Professional Jeweller that the brand has had its best year to date, having concentrated on the development of the collection since its fledgling appearance at IJL in 2009.

The brand’s new stockists include retailers across the UK and Europe such as Goodwins, Wave Jewellery, Williamson Brown, Sinclair Jewellers, Aurum Contemporary Jewellers, Simon Milne, Red Accessories, Eastgate Antiques and online retailers EG Studio and Gemondo.

Shamash said the majority of the retail stockists have taken on the entire collection and all are enamoured with the collection’s hero piece, the Hidden Desire statement cuff, set with aquamarine, topaz, smoky quartz, pink tourmaline, green amethyst, purple amethyst and lemon quartz (pictured).

“We have a number of new stockists following IJL, and several who have taken on the new collection whom we worked with last year,” said Shamash.

“The cuff is the piece everyone has fallen in love with but [the retailers] have pieces from across the board. I’m really pleased as the designs in this collection have gone really well.”

Shamash said she is delighted to be working with respected jewellery retailers and believes it reflects the hard work she has put in to building the brand.

“Our newest collections have been highly successful and have had a fantastic uptake by both our retailers and customers alike," she added.

Mishca Jewels collections are described as “chic, exclusive and eye-catching designs”, crafted in sterling silver and plated with yellow and rose gold and set with colourful semi-precious gemstones.

Shamash said the brand is considering Spring Fair in February as it will coincide with the launch of its spring/summer collections next year, but is yet to make any firm decisions. 

The brand has already attracted a celebrity following, having been worn by the likes of singer Pixie Lott, Girls Aloud singer Kimberley Walsh and supermodel and TV presenter Lisa Butcher.


Tags : aw11/12jewellery retailMischaMischa jewelsMishcaretailersshows
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