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New Zealand brand Astra wins CMJ’s Dragons Den

New Zealand-based jewellery brand Astra beat six other upcoming contenders at CMJ’s Spring Trade Event in March to win the Dragons Den competition, which recognises new industry talent.

The Dragons Den area, held at both of CMJ’s biannual trade events, invites visiting retail members to assess six new potential suppliers and vote for the designer or brand they believe will be an asset to CMJ.

At the event earlier this month, for the first time, the Dragon’s Den actually had seven brands compete for votes, with Astra winning with an overwhelming majority of the votes.

Astra’s creative director James Hu said: “We are so thrilled about winning the Dragons Den, as we had a very limited time to prepare and did not have a brand ambassador available to attend and explain the concept.

“Yet we still won, which demonstrates the strength of the collection and the commercial potential for the UK market.”

Founded in New Zealand in 2013, Astra focuses on the special moments in a woman’s life and the jewellery symbolises the stories related to a particular milestone or occasion. The brand has a strong personalisation element to it and features the tagline “Every One Has a Story”.

The brand’s four current collections – Maya, Stella, Freedom and Leda – all include charm pendants, rings, earrings and bangles. Made in a combination of silver and gold plate with retail prices starting from £60.


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