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US-based Holly Yashi with its niobium enhanced pieces have hit Australian stores
Niobium jewellery hits Australian stores
 2.5 k views | Posted October 04, 2011 | By Aaron Weinman
US-based jewellery designer Holly Yashi is poised for Australian distribution after finding success in New Zealand.
New Zealand-based Amakris Jewellery acquired exclusive distribution rights for Holly Yashi’s range of necklaces, pendants and bracelets crafted from niobium, a titanium-like metal with hypoallergenic qualities. Amakris recently launched its first range for the Australian market at this year’s Sydney Jewellery Fair.
Amanda Kruszona, director of Amakris launched the Holly Yashi product for the New Zealand market in September last year.
“I thought it looked great and that I could sell it well in New Zealand and Australia,” Kruszona said. “The product is so colourful and different to what’s on the market.”
Kruszona said she had great success exhibiting Holly Yashi in Sydney, acquiring several stockists from both Australia and New Zealand.
“We did very well and now have 19 stores in Australia and eight in New Zealand,” Kruszona said. “I brought it to Australia to attract a bigger market and so far I have had great feedback from stockists who are all selling it well.”
Kruszona previously owned and managed five retail jewellery stores over the last 15 years and believes trade fairs are vital to the success of her product.
“I want the brand to grow in Australia as I know it has potential in this market,” Kruszona explained. “The fair was very helpful in helping get the name out into the retail market and it’s important to meet the clients and get to know them.”
Operating out of her home in New Zealand, Kruszona, passionate about jewellery, came across Holly Yashi whilst surfing the internet in her kitchen. After “falling in love”, she negotiated a distribution deal with the directors in the States.
“It’s great to be working with them (Holly Yashi) to bring the local industry this product,” Kruszona said. “The directors of Holly Yashi are great and help us in any way they can.”
Founded in 1981, Holly Yashi produces hand-made jewellery designed by Holly Hosterman, renowned for her distinctive use of the highly reactive metal niobium.
Holly Yashi is also known for its technical innovations in working with niobium, such as the development of proprietary hand-colouration and image-embossing processes.
Holly Hosterman and Paul ‘Yashi’ Lubitz founded Holly Yashi in their one-car garage after graduating from university in California. Now, 30 years on, Hosterman, Lubitz and their team continues to handcraft pieces from their California-based design studio.
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