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EXCLUSIVE: Danish brand Christina gears up for UK wholesale push

Danish jewellery brand Christina is preparing for a full UK wholesale launch with a dedicated country manager and team of UK agents now in place.

The brand has seen huge growth in its native Denmark over the last five years, making it one of the country’s best-selling jewellery brands.

It recently appointed Henrik Leth Møller as international sales director to drive export markets, with a particular focus on the UK, Germany and Italy.

Møller, who has a strong background in branded jewellery and watches, having held senior roles with Bering, Trollbeads and Sokolov, will be working closely with UK country manager Leon Rhodes to drive wholesale expansion here.

Rhodes, who also represents Danish watch brand Obaku in the UK, has appointed a team of six agents, who between them will be covering the whole of the UK and Ireland, and looking to open accounts with independent retail jewellers who have a proven track record of retailing branded jewellery.

The agents now representing Christina include Ian and Elliot Broad of Broad Brand Agencies, who will be covering the Northwest, Andrew Martin covering the Northeast, Bill Waugh, who will oversee Scotland, Mark Riddle of In Touch Marketing, who will focus on the Southeast, Steve Todd who will cover the Southwest, and finally Patrick McHale, who will cover both Northern Ireland and the Republic of Ireland.

christina uk team photo

The Christina UK team

All of the agents, who additionally represent Obaku in the UK, recently travelled to Denmark for training and to meet the Christina team ahead of starting work with the brand this month (May).

According to Rhodes, Christina is already available in a limited number of stores here in the UK, but this is the first time the brand will have had full representation here, and he told Retail Jeweller that he is excited to bring it to the UK market.

“One of the best things about this brand is the quality,” he said. “Christina is very particular about ensuring that it keeps high standards of quality.

“Pieces are made of solid silver, some with 18ct gold plating, plus genuine leather and genuine gemstones. Also, many parts are made by hand and feature magnetic clasps as well as a clips for ease of wear, and everything is subject to a stringent quality control process.”

Rhodes added that all of the pieces are designed in-house by the brand’s designer Christina Hembo.

Retail prices range from £11 to £110.

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