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Chrysalis has launched its first children's collection
Chrysalis has launched its first children's collection

Chrysalis targets new jewellery category

The local distributor for Chrysalis has announced the launch date of the UK jewellery brand’s first children’s collection, which could open up a new market for Australian retailers.

Chrysalis, which specialises in stackable charm bangles, will launch the new range of children’s jewellery known as the Wishes collection next year.

Designed by Willow Maine, the eight-year-old daughter of Chrysalis’ two co-founders, David and Andrea Maine, it was said to have been inspired by “Willow’s favourite things”.

The new line features 12 colourful enamelled bangles and necklaces that target a younger demographic by incorporating childhood motifs, such as cupcakes, princesses, mermaids and ice cream.

The in-store marketing material also features children’s themes; for example, one of the jewellery displays offered is shaped like a teddy bear.

Peter Jakobsen, managing partner of Nordic Jewellery, the local distributor for Chrysalis, said he believed the Wishes collection would provide jewellery retailers with an opportunity to sell to another customer group.

“We are very excited about Wishes,” he said. “We believe there is a gap in the market for this type of product and believe it will be a huge success.”

The new collection is currently available to order in both Australia and New Zealand. Stock will be available at the end of February 2016.

Since its launch in the UK in 2004, Chrysalis’ global distribution network has expanded to include more than 2,500 retail stockists, including 45 across Australia and New Zealand.

In February this year, the business was acquired by US-based Richline Group, part of American business magnate Warren Buffett’s investment company, Berkshire Hathaway.

While Georgini initially introduced Chrysalis to the local market in 2014, distribution of the brand was taken over by Nordic Jewellery in October – the same company that launched high-profile newcomer Endless Jewelry in Australia and New Zealand in February this year.

The collection

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Georgini takes on new jewellery brand

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