Irish jeweller and fashion designer Melissa Curry is stepping up efforts to extend her footprint in travel retail.
Curry’s BYOS (Be Your Own Success) range recently secured inflight listings with Virgin Atlantic and Etihad Airways. The range targets gifting and features sterling silver and rose gold-plated ‘Little Bar of Strength’ bracelets.
The bracelets have ‘success’ engraved in a gold bullion-type bar which is available in various colours.
Curry described Success as “minimal but impactful”. “For me Success is more than jewellery; it is jewellery with impact.”
Curry designed the range after a particularly difficult period of her life. She said: “It’s a bar of wealth and strength to remind the wearer to care for herself and strive for her own independence and success,” she said. “Success is different for everyone. We are all challenged at some point in our lives, professionally and/or personally; this little bar acts as a nudge of encouragement.”
Each Success piece comes in a small pouch. Curry partnered with Kisany, a project which supports African women through embroidery and weaving work, on a limited edition. Another exclusive edition, available on Etihad Airways, supports Jigsaw which focuses on mental health and adversities facing young people in Ireland.
“With our hi-tech driven world we have never been so connected but never so alone; I think it’s more important than ever before to keep it human and connected, and kind,” Curry said.
“Jewellery is still the number one gift in the world and we use it to express an array of sentiments and emotions. Our pieces are fun and functional, designed as comfortable wearables to support and remind the wearer that they are not alone in their pursuits.”
Curry outlined plans to expand into the cruise channel, a “high-growth market which represents a great opportunity for the brand”.
Her Success line spearheads the brand’s proposals, which will also highlight Modern Love and Inner Warrior Spirit styles. An Póg is a new line which takes its name from the Irish word póg (kiss) and aims to connect Irish people worldwide.
