Phoria launches at Selfridges

Phoria, the London-based affordable luxury jewellery brand, has launched its collection at Selfridges, marking its first physical retail partnership.

Now available on the third floor of the Oxford Street flagship store, the brand’s modular pieces include “bestsellers” such as the Hook Up chain rings, Runaway necklaces and Vice carabiner earrings. 

The launch comes 18 months after Phoria debuted in December 2023, quickly gaining a celebrity following that includes Maya Jama, Ella Eyre and Georgia Toffolo.

Founded by Central Saint Martins graduate Charlotte Asherson, who previously designed for Tiffany and Co., the brand is known for its “industrial-inspired” silhouettes and focus on sustainability. 

Each item is made from 100% recycled sterling silver with 18ct gold vermeil, and are packaged in reusable storage boxes.

Asherson said: “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.”