DCK Group launches children’s accessories brand

DCK Group, an independent fashion jewellery business, has announced the launch of its new children’s accessories brand called Flitzy. The Flitzy brand offers a new range of jewellery and hair accessories, as well as fashion pieces for young children. The range comprises collectible charms, pendant necklaces, headbands and statement rings for young customers. It will also reportedly include seasonal trends including stacking, beading, and pearl-drop elements. DCK said the brand “seeks to empower its young customers to express their own unique personalities and has a core message of wellness at its heart”. Additionally, the range will reportedly include “inspiring messages” of individuality and positivity throughout the collection. The collection is now live on the Flitzy website, and will soon be available internationally, launching with partners Hudson’s Bay, the Canadian luxury goods department store, and Coin, the upmarket Italian department store chain, in the coming weeks. In addition, every purchase of Flitzy’s animal charms includes a donation to WWF which DCK said highlights the brand’s “underlying commitment” to wellness and compassion. Working alongside a child mindfulness coach, DCK said the brand aims to encourage children to “experience the joy, creativity and beauty of the product” alongside a “deeper consideration” of the feelings of others and themselves. Lorraine Bottomley, DCK CEO, said: “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. “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” She 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.”