Brand also reacts to UK demand with launch of rose gold vermeil lines.
Danish jewellery brand Story by Kranz & Ziegler has won House of Fraser as a UK-wide department store stockist – a first for the brand – as it seeks to increase national exposure.
The brand will launch in nine yet-to-be-confirmed House of Fraser locations and on its website, with plans to update its own website in the coming month to better suit a UK audience.
The Story collections feature interchangeable charm bracelets, stack rings and charm necklaces. It has won about a hundred independent stockists in the UK, having launched here two years ago.
Founder Mads Ziegler, who is in the UK to promote the brand’s SS14 collection, said it has listened to UK consumer feedback and has added rose gold vermeil to its new range, a move that has been replicated for the German market.
The new collection also includes new materials including a set of brightly coloured, thick silk wraparound bracelets for its charms, and a stainless steel necklace that can be connected to its leather and gemstone bracelets to form longer designs to which charms can be attached.
New designs include a simple circular motif set with cubic zirconia, longer tube-like charms that slide onto its leather bracelets, and heart- and star-shaped stack rings with brushed finishes.
Story has also unveiled its very first foray into timepieces, launching 14 different dials in silver, gold vermeil, rose gold vermeil and a blackened finish that can be added to its bracelets, creating an instant ‘stacked’ look when combined with its charms. The new watches have RRPs of £69, and should help the brand to develop its presence in the fashion watch market.
Story will be at Jewellery & Watch Birmingham at Spring Fair next month, where the new collections will be showcased.