Design Walkthrough – Anaïs Paris

The brand, Anaïs Paris, is inspired by the 'floating locket' concept which according to Adryan Cresswell, head of commerce at HD Group, has been gaining traction globally Cresswell points out that HD Group has developed the concept differently from its competitors, creating a completely new brand dedicated to floating lockets instead incorporating it into existing product ranges Building on the popularity of charms, the brand will feature sterling silver lockets and chains, genuine gemstones and sterling silver charms.

The brand aims to add a new offering to the sentimental jewellery market, moving the the popular bracelet charms away from the wrist and onto a pendant and chain Cresswell says: "Our brand portfolio is quite scientific in a way We divided the silver jewellery market up into three key segments; classic, fashion and sentiment.

Hot Diamonds sits in classic and Emozioni fits in fashion, but until Anaïs Paris we had no effective solution to address the sentiment segment of the silver jewellery market." The launch of the range in June is expected to mark the company's last new brand for the foreseeable future, with HD Group looking to "Carefully nurture" its three brands The design of the brand is a floating locket concept, which means they are transparent. . Source