DCK launches Flitzy children’s accessories brand
Fashion jewellery business DCK has launched a new children’s accessories brand called Flitzy.
Embracing all things ‘fun’ and ‘glitzy’, the range includes fashion, hair and jewellery accessories to inspire young trendsetters.
Available to buy direct from the Flitzy website, the collection will also be launching internationally with Canadian department store Hudson’s Bay and the Coin Italian department store chain in the coming weeks.
Having worked alongside a child mindfulness coach, DCK said the brand’s ethos espouses friendship and self-expression and has inspiring messages of individuality and positivity featured throughout the collection. Items include collectible charms, pendant necklaces, headbands and statement rings, many of which have nods to key seasonal trends such as stacking, beading, and pearl-drop elements.
Every purchase of Flitzy’s animal charms includes a donation to WWF.
Lorraine Bottomley, DCK chief executive said: “By drawing on our own experiences as parents, and listening carefully to our young customers, we are proud to have developed an innovative brand that embraces individuality whilst championing core values of compassion and friendship.
“The launch of Flitzy presents an exciting new growth avenue for DCK, and we are delighted to channel on our existing expertise in the children’s accessories space to deliver a direct-to-consumer offering that as ever reflects DCK’s signature high-quality finish and eye for detail.”
Flitzy has partnered with youth entertainment star Anastasia and her ‘Like Nastya’ platform which will be its first official licensee. The exclusive Like Nastya collection is already trading in store via Flitzy’s first concession partner Matalan. In addition to online and in-store sales, the ranges are also available via a subscription box service.
Bottomley added: “Flitzy’s subscription box service, along with the partnerships we have already secured with leading retailers and Like Nastya, represent promising opportunities for the brand, and we look forward to further building on this to create the leading destination for children’s accessories globally.”
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