New collections and influencer campaign for jewellery brand

Posted August 24, 2021 | By Arabella Roden • Former editor

Ahead of summer, jewellery brand Ania Haie has launched two new collections, as well as announcing a new celebrity influencer campaign for the Australian market.

Phil Edwards, Duraflex Group Australia managing director

"Samantha Jade is a great fit for Ania Haie; her profile within Australia is right on point for this brand"

Phil Edwards, Duraflex Group Australia

The Wild Soul Collection updates cameo jewellery – popularised during the Victorian era – with a modern twist, with mother-of-pearl pendant charms embossed with various symbols including “compass emblems, evil eyes and sun and moon depictions” to create a bohemian, luxurious feel.

The collection also includes chains, huggies, and necklaces.

The second new collection is named Forget Me Knot and is inspired by the catwalk trend of knotted and netted materials.

“Exploring the use of shape and construction, the Forget Me Knot collection features minimalist jewellery pieces with chunky knot detailing,” a statement from Ania Haie said.

Forget Me Knot’s focus is everyday jewellery pieces, including T-bar chains, ear cuffs, and stackable rings.

All Ania Haie jewellery is crafted in 925 sterling silver and either rhodium plated or 14-carat gold plated.

Singer and actress Samantha Jade has begun promoting Ania Haie online.

Meanwhile, the brand – which is distributed by Duraflex Group Australia – has also announced singer and actress Samantha Jade as its latest influencer campaign partner.

Phil Edwards, managing director DGA, told Jeweller, "Samantha Jade is a great fit for Ania Haie; her profile within Australia is right on point for this brand.

Samantha is an ARIA Award-winning singer and successful Aussie actress, but she’s also very down-to-earth, and respected and well-connected to her fans. Samantha loves sharing her classy, chic style on Instagram and her audience and their interests are well aligned with Ania Haie.”

Jade, 34, has 233,000 followers on Instagram and has already begun promoting Ania Haie on her social media accounts, with a recent post about the Wild Soul Collection garnering more than 1,300 ‘likes’.