Jewellery chain gets exclusive designer range

Posted May 01, 2012 |

In its first celebrity collaboration, Magnolia Silver Jewellery has teamed up with celebrity stylist and fashion guru Kai Aiyub for an exclusive collection.

The new collection, which is based around the story of a girl, Lola, who aspires to an opulent Hollywood lifestyle, is also Aiyub’s debut jewellery collection.

A piece from the new Kai Aiyub collection

Aiyub, who features in weekly fashion segments for Channel 7, describes the collection as having “a vintage feel but with a modern vibe”, and it tracks the fictional Lola’s search for fame and love on the red carpet as well as her relaxed Venice Beach lifestyle.

Magnolia Jewellery’s PR manager Maffy Kelly said the partnership had developed over Twitter borne out of mutual admiration.

“Kai has worked a lot with Magnolia with his own styling in the past,” Kelly said. “At a fashion shoot he did he use some Magnolia Jewellery, so we thanked him on Twitter, and he said that he loves our stuff and often uses it. We threw around a few ideas for a collaboration, and spoke with our head office in Israel then went ahead with it.”

Kelly said the collaboration is the first of many with celebrity designers and should help Magnolia Silver Jewellery evolve into a bonafide fashion brand.

“At the moment where Magnolia stands, we specialise in everyday quality jewellery pieces,” Kelly said. “More and more we want to get into the fashion side of things. At the end of the year we’re doing another collaboration with a high end Australian designer, and the start of next year as well.”

Aiyub has worked in the Australian fashion industry for almost a decade as a fashion and beauty editor, a celebrity stylist, a designer and a TV personality.

To support the launch, Magnolia and Aiyub will embark on a promotional styling tour, visiting some of its 28 outlets in Sydney, Melbourne and Western Australia,

The collection will be also be available online with prices ranging from $49 to $150.

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