PHORIA, the innovative affordable luxury jewellery brand, is thrilled to announce its exclusive launch at Selfridges, now available on the womenswear third floor of the retailer’s iconic London flagship.
PHORIA launched in December 2023 and has gone from strength to strength ever since, becoming a firm favourite with tastemakers & celebrities such as Maya Jama, Ella Eyre & Georgia Toffolo, alongside a stellar first 18 months of trade. Launching in Selfridges marks a significant milestone for the brand and customers will be able to shop pieces from the collection, including best-selling Hook Up Chain Rings, Runaway Necklaces & Vice Carabiner Earrings.
PHORIA draws on urban-industrial aesthetics and the collection features modern silhouettes and tactile elements. Sustainability is embedded in the brand’s DNA – each piece is crafted from 100% recycled sterling silver and 18ct gold vermeil. The modular design encourages conscious consumption, with fewer pieces that are worn more ways. Each piece also comes with a custom storage box designed for longevity and reuse.
The brand was founded by Charlotte Asherson, Central Saint Martins alumni with former design experience for industry heavyweights such as Tiffany & Co. After a decade in the industry, Asherson launched PHORIA to promote creativity for the wearer; creating quality jewellery that adapts and evolves to be reimagined over and over.
Charlotte Asherson comments: “We are so excited to be working with Selfridges as our first wholesale partner. PHORIA has grown so much over the last two years, so it felt like the right time to take this next step and have the collection feature in the new fashion jewellery space at Selfridges. PHORIA has been a labour of love and I hope everyone loves it as much as I do.
Now available at Selfridges and online, PHORIA offers a fresh perspective on everyday luxury, where timeless craftsmanship meets modern versatility.
