Business Profile - Anchor and Crew
- Credit: Archant
ANCHOR & CREW is a British fashion brand label that combines elements of Great British heritage with a modern style and a new vision. The brand was officially launched at the UK Jewellery + Watch Show 2014 in February.
Handmade and designed in Britain, ANCHOR & CREW is inspired by mechanical and nautical objects, and relates the great designs of the past to modern day fashion. With an accessible price range, each piece has an inherent character.
Great Britain is one of the great founders of the industrial world. Industry has grown since the Enlightenment, and in due course the method of transport that has made everything possible has evolved since the times when horses once drew carts behind them. One of the most notable Great British evolutions is its naval history, and hence ANCHOR & CREW is born.
The name of the brand relates to the famous icon of naval history – the anchor – and pays respect to the individuals that organised and manned each ship, boat or yacht over time – the crew. The brand’s symbol of rope is a representation of all the various industries across the world, with which its reliability and continual usage is universally known.
The innovation of ANCHOR & CREW brings about distinctive designs for a luxury lifestyle. Manufactured using precious metals and British Navy certified materials, the combined feel is one of quality. The creativity of ANCHOR & CREW does not end with the innovative designs, but with the allowance for the consumer to choose a material’s colour and be personally distinctive and styled to the other apparel that is worn.
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ANCHOR & CREW products are handmade and celebrated craftsmen ensure that the high standards of quality are met. To the above values, ANCHOR & CREW redefines a vintage style. Handmade and designed in Britain. Now available in the UK.
The owners of identity the jewellers have designed and operate the brand. Due to the Director’s keen interest in design, art, architecture and jewellery, and with years of experience of offering a broad variety of jewellery and watch brands (we have over 90 brands instore and online at present) we felt that it was time to expand into our own range. Back in 2013 we felt there was a gap in the market for a popular brand that was truly British handmade. We feel that the handmade jewellery brands that we currently offer are not necessarily highly popular, and though their pieces are more intricate and crafted, it can definitely be said that they suit a different market than branded items. Equally, a lot of jewellery brands are designed around themes, and ANCHOR & CREW’s, as you may imagine, is everything nautical. Comparing to other jewellery brands, no-one currently focuses on the navy / sea / beaches etc., and yet most of the British public would happily live or go on holiday to the British or a foreign coastline. As well as the jewellery, even all of the point of sale and packaging is nautically themed.
One of the Directors, Andrew, has a background in Jewellery and Silversmith, whilst another, Chris, has very recently finished an architecture degree. Using the design ideas of Andrew, and the computer capabilities of Chris, we were able to mock up tens of designs, test them and ultimately create the range we have today. Since the launch back in February, the brand has been very popular in identity the jewellers in Derby so far, with interest across the country growing as the brand is beginning to be stocked in other stores.
The idea of ANCHOR & CREW is to be relaxed, to wear a casual item without wearing an accessory that is too informal. We feel that our pieces cross the boundaries of formal – informal attire very well and can suit any occasion or style, especially given our colour variations.