Monica Vinader

LONDON — The British jewelry brand Monica Vinader has raised 20 million pounds, or $28.9 million at current exchange, to support the continued growth of the business, which specializes in silver and gold vermeil pieces with semi-precious colored stones.

Piper, a specialist investor in consumer brands, has made an investment of 14 million pounds, or $20 million. Piper has also brought in Winona Capital Management, a U.S. consumer specialist fund that has invested an additional 6 million pounds, or $8.6 million, in the brand.

“We undertook a rigorous review of potential partners we could work with on our next stage of growth,” said Vinader, the company’s founder and co-owner. “Piper and Winona stood out due to their deep understanding of how to grow consumer brands, and their ability to add significant value through their networks, knowledge and in-house expertise.”

The investment will mainly support the brand’s growing footprint in Asia and the U.S., with plans to expand wholesale distribution as well as its retail and franchise stores in overseas markets, and particularly in the U.S.

The label also aims to grow its e-commerce channel.

The label, which is run by Monica and her sister Gabriela Vinader, currently has stand-alone stores in the U.K., Hong Kong and South Korea, and counters in department stores including Harrods, Liberty and Selfridges. Last year, they entered the U.S. market for the first time with a holiday collection, sold at select Nordstorm and Saks Fifth Avenue locations across the country.

In the last three years the brand’s turnover has trebled to 23 million pounds, or $33 million.

“We have been tracking the growth of Monica Vinader for a number of years and have always been impressed by Monica and Gabriela’s vision for their brand. This partnership will see Monica Vinader become a global brand legend,” said Chris Curry, managing partner of Piper.

The brand’s stackable friendship bracelets have long been bestsellers at Harrods, while its gold vermeil jewelry set with pastel stones — rose or lemon quartz, aquamarine, moonstone, amethyst, and labradorite — has become a signature.

Celebrity devotees include Kate Winslet, Claudia Schiffer, the Duchess of Cambridge, Princess Eugenie, Gisele Bündchen, Rita Ora and Emma Watson.

“Wearability is everything — jewelry has to fit into your everyday life. I want to make things I can wear all the time, and I want them to last, to be an everyday joy,” Vinader told WWD in 2014 during a walk-through of her 2,200-square-foot flagship on the King’s Road in Chelsea.

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