Misho creates curated edit for Amrika to connect with UK-based shoppers

Jewellery brand Misho has collaborated with luxury fashion platform Amrika to launch a curated edit of 22 carat gold jewellery. The collection is designed to complement Indo-Western looks from Amrika’s womenswear selection and introduce Misho to more shoppers in the UK.

“The collaboration unveils a captivating range of structural gold jewellery, featuring meticulously crafted 22 carat gold-plated stackable rings, statement cuffs and bangles, textured hoops, and chunky chokers,” announced the brand in a press release. “Each piece embodies a delicate balance between maximalism and minimalism, characterised by clean lines, architectural forms, and simplified geometric shapes.”
 
Amrika mainly caters to the British South Asian community and retails premium desi labels including Mahima Mahajan, Itrh, and Ridhi Mehra with a focus on fusion styles. By partnering with the retailer, Misho will expand its customer base in the UK and introduce its feminine, sculptural designs to new audiences.
 
Misho launched in 2016 and is led by designer Suhani Parekh. The brand takes its aesthetic inspiration from architecture and a blend of traditional Indian and modern craftsmanship and also retails from its direct to customer e-commerce store. The brand has been worn by global celebrities including Jennifer Lopez and Kim Kardashian among others.