Jeweller Angela Daniel is opening two new stores this week, writes Alice Hudson
Angela Daniel Jewellery is not a chain store, says the Aucklander behind the new brand name. As she prepares to open two stores within a week ? one at Newmarket's Nuffield Street development, the other in Mt Wellington
mega-mall Sylvia Park ? Ms Daniel assures me that Michael Hill-esque aspirations are not the focus. ''I am beginning to question the timing,'' admits the busy gemmologist from Ponsonby, who grew up in Mission Bay. ''Perhaps my sanity, too.'' Ms Daniel finished her time at established jeweller Walker and Hall last month. What started as an extra cash source during university years quickly grew to a passion and, after training in London, she became a very young partner of Walker and Hall six years ago. New developments have signalled a new direction. Nuffield Street, Westfield's Newmarket project that sees 29 boutique-style stores due to open tomorrow, was too good an opportunity to miss, says Ms Daniel, who wants to put her own signature of creativity on the jewellery she sells. Sylvia Park was another prospect not to be passed up ? although a very different one, she admits. ''Newmarket is going to be quite Parisian. That was really appealing in a site as it suits what we are trying to do. But there is still a really good market in the malls.'' Ms Daniel's aim is to offer more contemporary fine jewellery for women, who are now the biggest consumers of jewellery, she says. ''It's become a daily accessory and not just something women may receive on a special occasion.'' She says both stores will cater for every budget ? though most of her pieces will be one-off, the stores featuring different pieces. ''Jewellery is often something considered special, so it's nice to have something unique to you rather than know there's 500 pieces out there like it.'' Prices range from $50 to $100,000 ? the latter for a three-carat diamond-emerald ring from Belgium. Ms Daniel says she's excited about the Nuffield precinct, touted by Westfield as a high end-shopping strip with character
