DCK Group, the leading independent global fashion jewellery business has announced the launch of the AELA brand in a new partnership with Next. Designed and developed by DCK Group, the initial bespoke 80-piece range is available through Next’s website and across its 500-store estate in the UK. Available now, the edit comprises a contemporary range of seasonal must-have pieces, all with DCK’s signature focus on quality and detail. The brand takes inspiration from the latest motifs and colour palettes, using premium materials and plating techniques to deliver elegant designs that incorporate layered chains, semi-precious stones and beaded profiles.
“Next has long been one of the biggest fashion retailers on the UK high street with a fantastic roster of brands, and we are absolutely delighted to have forged a relationship with them to launch the AELA brand,” said Lorraine Bottomley, DCK’s CEO. “Our expertise in product design and manufacturing, together with our unparalleled insight into the fashion jewellery market, mean we are ideally placed to build on Next’s established accessories offering with this new brand. AELA celebrates individuality, drawing on several key trends to provide an array of fashion-forward jewellery styles to suit Next’s broad customer base.”
Three distinct trends are woven throughout the collection: Citrine combines warm summer tones with organic heart motifs and patterned glass to create an eclectic feel; Miro incorporates trinkets and charms for a soft, feminine style; whilst Rimini features molten organic metals and grounded monochrome elements to complement this season’s neutral wardrobe.
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