Phoria launches at Selfridges | Jewelry Focus

Phoria, the London-based inexpensive luxurious jewelry model, has launched its assortment at Selfridges, marking its first bodily retail partnership.

Now obtainable on the third flooring of the Oxford Road flagship retailer, the model’s modular items embrace “bestsellers” such because the Hook Up chain rings, Runaway necklaces and Vice carabiner earrings. 

The launch comes 18 months after Phoria debuted in December 2023, shortly gaining a celeb following that features Maya Jama, Ella Eyre and Georgia Toffolo.

Based by Central Saint Martins graduate Charlotte Asherson, who beforehand designed for Tiffany and Co., the model is thought for its “industrial-inspired” silhouettes and deal with sustainability. 

Every merchandise is comprised of 100% recycled sterling silver with 18ct gold vermeil, and are packaged in reusable storage packing containers.

Asherson stated: “We’re so excited to be working with Selfridges as our first wholesale companion. 

“Phoria has grown a lot during the last two years, so it felt like the precise time to take this subsequent step and have the gathering characteristic within the new trend jewelry area at Selfridges. Phoria has been a labour of affection and I hope everybody loves it as a lot as I do.”