A New Zealand jewellery brand has been voted as having the most commercial potential by CMJ retailers.

ASTRA beat six other upcoming contenders at CMJ’s Dragons Den contest at CMJ’s Spring Trade Event to win the Dragons Den award, which recognises new industry talent.

Founded in 2013, the brand has a strong personalisation concept and its collections focus on four different types of woman with distinct styles and stories behind each collection.


ASTRA’s four current collections – Maya, Stella, Freedom and Leda – all include charm pendants, rings, earrings and bangles

The Dragons Den area invites visiting retail members to assess six new potential suppliers and vote for the designer or brand they believe will be an asset to CMJ. For the first time at the CMJ, the Dragon’s Den had seven brands compete for votes, with ASTRA winning the contest with an overwhelming majority of the votes from CMJ retailers.

On winning the award, ASTRA’s creative director, James Hu, said: “We are so thrilled about winning the Dragons Den, as we had a very limited time to prepare and did not have a brand ambassador available to attend and explain the concept. Yet we still won, which demonstrates the strength of the collection and the commercial potential for the UK market.”

The jewellery brand is focusing on growing its UK presence after enjoying international expansion and strong sales in New Zealand and Australia.