JEWELLERY
“We know each other’s strengths, we know when to butt out and
it gives you enormous flexibility.”
Annoushka is reinventing the 17th Century concept of Parure – a
wardrobe of matching jewellery. In a recession it’s all about
versatility, she says. She describes how a customer may come in and
want to start a jewellery wardrobe. Over time each piece becomes a
staple in the wardrobe, like a black dress or white shirt.
Annoushka says her customers are probably more sophisticated
and a bit older – 30-35 upwards. But there are also pieces that would
suit younger women who want individual, versatile and beautiful
jewellery.
The collections start from £150 and go all the way up to £30,000,
but the core pricing is between £400 and £3,000 to appeal to women
who want to buy jewellery without a scary price tag.
The brand is developing fast and Annoushka has plans to support
young designers. She is very excited about a forthcoming
collaboration with a sculptress. “This is how I see the brand going,”
she says. “Representing three or four designers a year – some will be
jewellery designers but some might not be.”
Annoushka is available at concessions at Harvey Nichols, 109-125
Knightsbridge, Harrods, 87-135 Brompton Road, Liberty, Great
Marlborough Street and Selfridges, 400 Oxford Street.
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