Sydney brand Alana Maria Jewellery has teamed up with Sydney-born fashion house Asta Resort in a bid to scale its business across the USA.
In its first international appearance, Alana Maria Jewellery will host a concession pop-up within Asta Resort’s pop up store on Melrose Avenue in Los Angeles.
The pop-up opened on Friday, March 31 and will remain open until April 14.
Founder Alana Ellis said, as two local businesswomen in their twenties, both her and Asta Resort founder Helena Ammitzboell have been supportive of each other.
Ellis said she came up with the idea of arranging an exclusive jewellery bar in Asta’s pop-up store.
“The jewellery bar is equipped with tools and material to offer pieces designed and custom-made on the spot, as well as AMJ’s signature designs,” Ellis said.
She confirmed the new venture will continue alongside Asta Resort.
“We are loving being in LA and are using the pop-up store as a springboard to expand our network and explore other business opportunities in the States,” Ellis said.
“We have created a unique retail experience that we hope to continue to offer in other locations. We are planning on taking the pop-up jewellery on the road both locally and internationally.”
Since launching in 2018, Alana Maria has opened three boutiques across NSW, in Freshwater, Byron Bay and Westfield Bondi Junction. It has also scaled its employee count to 55, with 15 of these being jewellers who make on-site in Sydney.
“Looking back at how far we have come in less than five years, the sky's the limit when it comes to how far we intend to take Alana Maria Jewellery,” Ellis said.
“We aim to expand both nationally and internationally and are always looking for new opportunities to grow. The pop-up store in LA is our first, but definitely not our last international appearance.
“We are aiming to open more stores in Australia in the upcoming years and are placing a big focus on expanding our wholesale distribution nationally in 2023.
“We plan to continue growing our Australia production to accommodate the growing demand for our jewellery. Therefore we hope to at least double our team of 15 jewellers by the end of 2023.”