DCK launches Aela jewellery line through Next stores, website

By

Nigel TAYLOR

Published
Jun 25, 2021

Global fashion jewellery producer DCK Group has launched its Aela brand through major UK fashion retailer Next. The initial bespoke 80-piece range will be available through Next’s 500-store estate in the UK and via its webstore.

The edit comprises a contemporary range of seasonal “must-have” pieces following three trends: Citrine, combining summer tones with organic heart motifs and patterned glass; Miro, incorporating trinkets and charms; and Rimini, featuring molten organic metals and grounded monochrome elements to complement this season’s neutral wardrobe.

“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”, DCK said.

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”.

The jewellery brand becomes the latest addition to Next’s ever-expanding portfolio as the retailer works towards a business model that will see it hosting the online operations for numerous other brands. Next has ambitious plans to transform that business model and leverage its £2 billion online operations to become the ‘Ocado of fashion retail’ while also expanding its in-store offer.