We recently spoke to Andy Maine, director of Ania Haie, to find out more about the business, recent collection launch and plans for future releases.

Can you give a brief background to Ania Haie. 

Ania Haie is a contemporary jewellery brand founded in London, January 2018. The brand’s journey began with the collaboration of two families united by a shared vision of creating exquisite jewellery. We create quality, trend-led jewellery pieces from high-quality 925 sterling silver with rhodium plating or 14 ct gold plating, combining unique designs with an accessible price tag.

What do you believe sets you apart from your competitors?

Ania Haie is fundamentally consumer-centric, emphasising the connection between our customers and jewellery. We focus on creating a wide range of versatile and stylish designs that enhance personal styles. With a deep understanding of consumers’ lifestyles and behaviours, we not only sell products but also offer a way of life and a set of values.

We go beyond individual pieces, emphasising product mix to create unique and personalised looks. Our commitment to high-quality materials, craftsmanship, and staying ahead of fashion trends, combined with our competitive pricing, sets us apart in the market. We believe in providing more than just jewellery; we provide an experience that resonates with our customers’ aspirations and enhances their everyday lives.

What are your best-selling products/collections with independent retailers?

We have a wide range of best-selling products and collections that have been very popular with retailers. Among our many best-sellers, two particularly distinctive collections are the Pop Charms and Chic Creator collections.

Pop Charms is an iconic collection that has been a favourite for multiple seasons. With co-creation at its core, this collection features playful and vibrant designs, making it a go-to choice for those who love to add a touch of fun and personality to their style. Each charm, clasp, and chain in this collection can be mixed and matched, allowing customers to create unique and personalised looks for any occasion.

Chic Creator offers a fresh interpretation of pearl jewellery, designed to provide contemporary women with unique and sophisticated sets. Every piece in this collection tells a story of elegance, wisdom, and confidence from the inside out. The earrings, necklaces, and bracelets, crafted with cubic zirconia and pearls, are highly versatile and can be layered to create various styles. Many of our top-sellers come from this collection, thanks to its strong versatility and alignment with current fashion trends. From formal events to casual outings, customers will find it easy to transition between different occasions and styles.

You have recently launched your autumn/winter 2024 collection, what were the main inspirations behind the new collection?

Our autumn/winter 2024 collections were inspired by the evolving lifestyles and value of our customers. We noticed that consumers are increasingly looking for versatility in their wardrobe, with a desire to express their individuality through various styles. The collections reflect a more ageless and multifaceted approach to fashion, where each piece can be styled in multiple ways to suit different aspects of one’s life.

We focused on creating pieces that not only align with current trends but also resonate with the deeper, intrinsic needs of our customers. Whether it’s the hottest materials like pearls and cubic zirconia, or the most popular outlines such as geometric shapes, our collection is designed to cater to a wide range of preferences. From runway-ready statement pieces to best-sellers, and from market favourites to new artistic propositions like Art Deco, we aim to provide something for everyone.

We believe that what’s trending is what’s needed. Our AW 2024 collections are a testament to this philosophy, offering a diverse range of options that enhance the life experiences of our customers and allow them to express their unique styles.

What are the standout pieces in this collection that you would recommend for CMJ members?

Certainly! In the autumn/winter 2024 collections, there are lots of standout pieces that I would highly recommend for CMJ members. One of the key pieces is our freshwater pearl necklace. This necklace is a true standout, featuring sterling silver beads crafted with cubic zirconia to add a touch of sparkle. The adjustable slider allows you to customise the length, making it perfect for mixing and matching.

What makes our pieces truly special is their versatility and stylish potential through thoughtful layering and stacking. For example, this pearl necklace can be layered with other necklaces or stacked with multiple pieces to create a chic and dynamic look, suitable for both casual and formal occasions. By combining these stunning pieces, customers can create a variety of styles that are both versatile and fashion-forward.

Are there any unique features or designs that distinguish this collection from previous ones?

Our autumn/winter 24 collections break the traditional boundaries by mixing and matching different pieces and considering more about customers’ habits. We have introduced innovative designs such as reversible earrings and charms that showcase two colours and styles, solving the issue of unsightly back sides. These pieces allow customers to choose which side to wear based on their outfit or mood, thereby enriching their styling options. Bracelets, necklaces, connectors and charms can be combined to create more styling inspirations. This approach gives customers opportunities to express their creativity through unique and customisable combinations.

Our jewellery is designed to be versatile and adaptable for customers. For example, our pearl necklace features an adjustable slider, which will allow customers to put on over their head so no need to do up catches, they can change the length and adapt to different looks, whether for formal events or casual outings. Another example is our ear jackets, which can be worn as simple pearl studs or transformed into a more elaborate drop style with a detachable additional pearl. This flexibility allows for different styling options to suit various occasions.

What jewellery trends do you see on the horizon?

We see jewellery trends moving towards a more diverse and inclusive landscape. Fashion is becoming increasingly multifaceted, with age no longer being a limiting factor. The focus is shifting towards fashion as an expression of attitude and value. Jewellery will cater to a wider range of styles and preferences, reflecting a more inclusive approach.

For example, understated luxury and bold minimalism, driven by the desire to buy less but better, are gaining traction. These pieces are versatile and timeless, often featuring detail-driven design that adds sophistication and craftsmanship. This trend resonates with today’s savvy and fashion-insightful consumers, who prefer to invest in high-quality essentials rather than cluttering their wardrobes with unnecessary items. The return to simplicity and authenticity is also a response to the fast-paced urban lifestyle, where versatility and ease are highly valued.

The Blue Lagoon shade, which captures global trends of serenity and joy, will continue to be popular. Heart-shaped and dreamlike symbols are also gaining popularity for their emotional appeal. Nature-inspired forms and materials, reflecting a respect for nature, remain go-to choices for spring/summer adornment.

Consumers are becoming more informed and discerning, seeking high-quality pieces that offer good value and can be styled in multiple ways. The future of jewellery is about embracing individuality, self-expression, and catering to a savvier and more diverse consumer base.

Are these trends something you will look to build into your Spring/Summer 2025 collection? What can we expect from this collection?

Yes, we are integrating these trends into our spring/summer 2025 collections. We believe that staying on-trend is essential for meeting the needs of our customers. Our collections will cater to a wide range of chic styles, reflecting the inclusive and multifaceted nature of modern fashion. For instance, we’ve incorporated popular materials like pearls and mother-of-pearl, as well as eco-friendly materials such as lab-created turquoise and malachite, to support sustainable fashion. Additionally, we are featuring popular elements such as heart-shaped and butterfly designs, which add a touch of whimsy and emotional appeal to our pieces.

In our spring/summer 2025 collections, you can look forward to a wide variety of pieces that appeal to a broad range of styles and tastes. We will offer high-quality, versatile, and value-driven styles that can be stacked in multiple ways, celebrating individuality and self-expression. Most importantly, our collections are designed to match the diverse style needs of our customers, allowing them to elevate their unique personalities and showcase different facets of their personal styles.

What sorts of retailer partners are you looking to work with?

We believe that fashion should know no boundaries. We are eager to partner with influential retailers globally to jointly influence consumers and create a world of stylish layering. Our goal is to build a mutually beneficial relationship that drives success for all parties involved.

If retailers decide to work with you, do you offer marketing, such as images and campaigns they can promote?

Absolutely! We collaborate closely with our retailers to enhance Ania Haie’s sales performance. To support their efforts, we will provide a comprehensive suite of the latest marketing assets, including campaign visuals, engaging videos, high-quality product images, and a social media planning toolkit, among others. Our goal is to equip retailers with everything they need to drive success.

Why did you join the CMJ and what do you think the benefits of joining the CMJ are?

CMJ is the largest buying group for watches and jewellery in the UK and Ireland, established in 1980 and composed of some of the finest independent retail jewellers. With its extensive capabilities, CMJ empowers independent retailers by providing market-leading terms, enhanced product availability, access to exclusive stock, and unique product lines and offers—exactly what Ania Haie seeks. We look forward to collaborating closely with CMJ and are excited about the potential for future opportunities together.

Would you recommend joining the CMJ to other suppliers?

Absolutely! Joining CMJ is highly beneficial for suppliers looking to expand their reach in the UK and Irish markets. With CMJ’s vast network of esteemed independent retailers, suppliers can gain access to valuable market insights, enhanced distribution channels, and competitive advantages. The collaborative environment fosters strong partnerships and provides opportunities for exclusive product listings and promotions. Overall, I would strongly recommend joining CMJ to other suppliers aiming to grow their business and connect with a dedicated audience.