Athra is a design importer and distributor of high-fashion sterling silver jewelry. Since its establishment in the 1980s, Athra has proudly maintained its reputation as a family-owned silver fashion house that designs new collections and sets new trends for every style preference.
The newly launched designer brand Athra Luxe™ represents the premier luxury collections with a wide array of designs available, which enables the company to cater to the desires of every customer–from specialty boutiques to elite department stores. Each Athra Luxe™ collection has a distinctive elegance that exudes the essence of luxury yet is tailored to the everyday woman at an affordable price. Athra’s vision is to be an icon in the industry as the “go to” brand for affordable luxury jewelry.
Accessories caught up with the key people behind Athra to discuss the company’s past, present and future:
What have been some of the biggest challenges in the market lately?
Brand awareness and being able to efficiently source product are two of the biggest challenges in the market recently. Working with manufacturers from all over the world needs a lot of coordination and once a collection is put together and launched , getting your name out- there and recognized is not easy.
Some exciting changes we have noticed are online shopping markets and showrooms tat allow buyers to virtually shop brands directly without having to visit a trade show.
Are you launching anything new for Fall/Holiday 2014?
Athra Luxe is launching three new lines in the black diamond crystal collection this fall: the Petite Group, the Trend group, and the Black Shell collection.
Athra Luxe is known for its 14kt gold over sterling silver black diamond crystal collection, which is right on trend with what we are seeing for Fall/Holiday 2014: mixing black and gold which exudes both luxury and edge.
Which designers/runway fashion shows have been most influential for you in terms of planning your Fall/Holiday line?
Athra Luxe’s Fall/Holiday 2014 collection has been inspired by both classic and trendy silhouettes with a refined high fashion look. The designers who have inspired our latest collections are known for luxurious and unique details like Dolce & Gabbana, Alexander McQueen and Versace to name a few.
How do you use social media and how has it helped your brand?
Athra Luxe uses several outlets of social media such as Twitter, Facebook, Pinterest, Google Plus and LinkedIn to keep the fans and retailers in touch with the brand. We have collaborated with multiple fashion bloggers, magazines and celebrities which has increased the brands’ awareness.
Are there any celebrities, bloggers, movies, TV, music festivals, etc., that are driving trends for you lately?
We are always checking out the latest fashion and jewelry industry magazines in addition to following multiple bloggers to see their daily features and fashion picks to keep up with what’s trending. As for movies, we have seen that 2013’s “The Great Gatsby” has re-inspired many designers and stylist to introduce 20s inspired Art Deco and black-and-gold color palettes into their fashions trends.
Athra Luxe was featured in Accessories magazine’s June issue: A look a who and what is hot now–in product, brands, stores, pop culture, business, social media, e-commerce, apps, runway trends, technology, startups, museum exhibits and much, much more!
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