Women’s Wear Daily
04.18.2014
fashion-scoops
fashion-scoops

A Decade of Mawi

The London-based brand is celebrating its 10th anniversary with a retrospective selection of limited-edition pieces.

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Mawi

A DECADE OF MAWI: “She loves mixing feminine with a dark punk aesthetic, a dose of granny and industrial chic all thrown in together,” Mawi Keivom said of the customer that gravitates toward Mawi, the jewelry line she cofounded with husband Tim Awan in 2002. The London-based brand is celebrating its 10th anniversary with a retrospective selection of limited-edition pieces that will hit stores Aug. 15 and features some of the brand’s original and signature motifs: spikes, saturated colored crystals and panthers.

“We kept the overall shapes and designs and focused on updating them by adding new components, changing crystal shapes, colorways and plating finishes,” Keivom said of the offerings, which range in price from about $235 to more than $3,000.

She maintained that the biggest milestone to date was opening the first flagship in Shoreditch in East London last year.

The costume jewelry collection was first presented to the public at London Fashion Week in 2003, when it went on to win the British Fashion Council’s New Generation award three seasons in a row. In addition to an e-commerce store at mawi.co.uk, the collection is carried in about 120 stores in more than 70 countries.

Keivom revealed that the label’s men’s line, Sir by Mawi, is relaunching exclusively with Lane Crawford, and a capsule collection of handbags will debut during London Fashion Week next month.

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