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Jewellery brand AELA launches new partnership with Next

Tom Shearsmith
24 June 2021

Jewellery brand AELA has announced a new partnership with Next. Designed and developed by DCK Group, the initial bespoke 80-piece range will be available through Next’s website and across its 500-store estate in the UK.

The edit comprises a contemporary range of seasonal pieces, with the brand taking inspiration from the latest motifs and colour palettes, using premium materials and plating techniques to deliver designs that incorporate layered chains, semi-precious stones and beaded profiles.

The business previously supplied Topshop's Freedom jewellery range for almost 25 years, until Arcadia Group collapsed and went into administration last year.

Lorraine Bottomley, DCK’s CEO, said: “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.”

“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.”

The collection is available now, with prices ranging from £6.50 to £35.

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