Amelleé targets ‘affordable luxury’ jewellery market

2.0 k views | Posted March 15, 2011 | By Sonia Nair

A new Australian-owned company has launched five premium sterling silver fashion jewellery collections under the name of Amelleé.

The ranges include 120 sterling silver pieces between them and feature rhodium plating, created gems and created diamonds. Many of the designs are also plated with platinum, to give a feeling of luxury.

Amelleé managing director Con Akis launched the new sterling silver ranges to respond to a gap in the market.

“We felt there was a gap in the market for luxury jewellery that was affordable and accessible to more women,” Akis said.

The five ranges are distinct to one another with nature and the urban environment two prevalent themes.

The liquid designs in the ‘Tahiti’ range were inspired by the formation of pearls in their natural shells while the ‘Africa’ range derived its enamel designs from the flora and fauna of its namesake continent.

‘Argent’ on the other hand encapsulates the essence of city life in its designs with its pieces exhibiting a rough finish and an edgy aesthetic. ‘Mosaic’ was inspired by the work of Catalan architect Antoni Gaudi and uses a wide array of coloured gemstones including topaz, garnet, peridot and amethyst.

All five ranges either have created diamonds, created gems or both, in their designs.

Amelleé launched in November last year and so far has acquired six stockists in New South Wales.

Within the next four weeks, the company will begin a sale campaign to increase its number of stockists in Sydney. After gauging the success of the campaign it Sydney, it will look to expand in Melbourne and Queensland.