Amber Atherton sells cult jewellery brand MyFlashTrash for estimated £2m

Business founded by the young entrepreneur and former reality star has been acquired by Hong Kong jewellery manufacturer Nefertiti Group

MyFlashTrash, the e-commerce jewellery start-up founded by 25 year-old young entrepreneur Amber Atherton, has been acquired by Hong Kong-based Nefertiti Group in a deal estimated to be worth £2m.

A specialist in “playful and bold” charm jewellery, MyFlashTrash developed from a blog that former Made in Chelsea star Atherton started back in 2008 and gained a cult-like following with Rihanna, Beyoncé, Suki Waterhouse, and HRH the Duchess of Cambridge among its customers.

With a mission statement to “empower girls to run the world” while not taking “fashion too seriously”, the business had previously received investment from Lion Capital founders Lyndon Lee and Robert Darwent and had recently quoted sales of 100 items a day.

The acquisition by Nefertiti Group – manufacturer of jewellery for stores such as Topshop and Zara – will see Atherton retain a holding in MyFlashTrash.

It’s expected that Atherton will now pursue her new start-up venture Brand Fan Girl; a millennial-focused business which works with brands to create ‘fan girl’ communities on social media.

Find out more about Atherton and her start-up success story here.

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