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Orelia jewellery brand seeks UK and European expansion

Costume jewellery brand Orelia wants to increase its global wholesale accounts by 100% in the next two years and will launch into the US later this month, as it prepares to open the biggest branded jewellery concession in Topshop, Oxford Street.

To boost its wholesale accounts, Orelia will continue to exhibit at UK trade shows Pure London and Top Drawer, but will now also attend European shows Momad in Madrid, Show Up in Amsterdam, Who’s Next in Paris and Premium in Berlin.

It is stocked by 175 UK accounts including John Lewis and, as well as independents such as Collen & Clare in Southwold, The Dressing Room in St Albans and Bloomsbury in Bath. Globally it has more than 450 stockists including De Bijenkorf in the Netherlands.

The new 385 sq ft Topshop concession will open on October 27 and will be Orelia’s biggest. It will be located on the ground floor of the Oxford Street flagship and has been designed and developed by TUW Designs, in collaboration with The Fame Agency, which is run by the former USC marketing director Jo Bohling.

The space will sell more than 800 product options including necklaces, bracelets, rings, earrings and current bestsellers – body chains, ear cuffs and metallic gold body tattoos. New styles will be updated on a weekly basis.

Following the London opening, Orelia will launch in the US with concessions opening in Topshop Los Angeles, New York on Broadway and Fifth Avenue, and Chicago at the end of October and start of November.

Louisa Belcher, founder and buying director, said: “We have now reached a point where we can significantly expand on Orelia’s success both in the UK and internationally. We are already in some of the best retailers and independents across the globe. We now want to significantly scale-up our operations and increase distribution in both retail and wholesale.”

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