Luxury Stores at Amazon adds high-end jewellery for first time in Europe

By

Sandra Halliday

Published
Mar 20, 2023

Luxury Stores at Amazon in Europe is adding jewellery for the first time this week with the debut on Thursday of fine jewellery brand Annoushka.

Having already previously launched with Amazon in the US, it’s designed by Annoushka Ducas and includes pieces hand-crafted in recycled solid 18ct gold, precious gemstones and accented with diamonds. 

There’s a strong fashion link to the offer, which makes sense in the context of its place on Amazon.

We’re told that “every unique piece has fluidity, tactility, detail, and playfulness. With a mix of gold, textures, and above all colour”.

Ruth Diaz, Vice-President, Amazon Fashion Europe, said: “We’re delighted to launch Annoushka on Luxury Stores at Amazon, expanding our luxury offering to include fine jewellery. It is important for us to collaborate with designers, offering our customers luxury brands that are relevant and exciting, as we continue to grow and elevate the Luxury Stores experience.”

Amazon’s Luxury Stores concept first launch in Europe last June with a fashion-only offer and later expanded to beauty. It had originally launched in the US in 2020.