Branded area to host 12 designers in hotel’s first jewellery venture.

Online jewellery retail venture My Flash Trash is launching a range of its designers at the W Hotel in London today as part of a Flash Trash boutique within the hotel.

The retail concept, founded by Amber Atherton, will host work by 12 designers at the hotel, said to carefully represent the Flash Trash brand. It is also the first time the hotel has sold jewellery.


Their jewellery will be showcased under a large-size neon sign, said to make it "hard to miss" when entering the hotel, but also tying into its quirky decor.

A release from the brand said: "This is a huge platform for MyFlashTrash to be on and for all the designers we look after under a brand name, especially as we are the only jewellery brand now for The W Hotel."

Designers on show will include BlingDeenie and Catherine Zoraida.