Emerging jewellery brand ToniMay will commence a month-long residency at Westfield Sydney this evening, with plans to capitalise on this opportunity through a push into New South Wales.
The brand recently beat out 70 entrants in a competition spearheaded by 100 Squared Emerging Designer Market, which operates in Westfield Sydney, and consumer fashion magazine Grazia.
The competition called on national designers to submit their work in a bid to win a $10,000 prize package, which included a month-long retail space at 100 Squared.
ToniMay's pop up store will launch tonight and operate until March 31. However, founder and designer Laura Byrne said she plans on using the opportunity to extend the brand's distribution base.
ToniMay has three stockists in Queensland, as well as its own online store, but no current retail presence in New South Wales.
"Wholesale showings kick off this month and hopefully things will take off with the launch of our first full collection 'Dawn'," Byrne said.
The autumn/winter collection includes around 35 pieces, ranging from $25 for bracelets to $249 for its statement 'Rio' necklace featuring turquoise, pearls, Swarovski crytals and quartz crystals.
Grazia editor Kellie Hush described the fledgling brand as "the next big thing".
"There are two important factors when launching a new fashion retail business and ToniMay has ticked both boxes: the collection is both trend driven and commercial," she said.
The self-taught Byrne launched ToniMay in summer 2010, with main range items sitting between $65 and $100.