Believe The Hype, VINAYA is #FashionTech That Rocks!

Muchaneta Kapfunde | @FashNerdEditor

Yes you better believe the hype, VINAYA is #FashionTech that rocks. Led by 27 year old Kate Unsworth, VINAYA house is dedicated to developing lifestyle ­enhancing technology that can be used to elevate well being in the digital age.


It was on a rainy Tuesday evening in London, that the FashNerd team attended the launch of high-­end connected jewellery label VINAYA House at the ultra trendy Browns on South Molton street. The boutique known for championing new and original brands hosted the glitzy affair which was well attended by both fashion media and fashion tech media. With tempting gin infused cocktails being served in champagne flutes and a DJ on the decks, we found ourselves naturally drawn the ALTRUIS collection on display in stand alone rectangular glass cabinets.

The ladies of Vinaya, including Kate Unsworth in red, show us how they style their fashion tech.
The ladies of Vinaya, including Kate Unsworth in red, show us how they style their fashion tech.

The launch was one of those events that we made sure we arrived unfashionably early too. Why? Because we wanted to take advantage of one on one conversation with the ladies of VINAYA before their attention became a high commodity later on in the evening. One of these ladies was Stef Cherlet. Dressed immaculately, Cherlet, who adorned a VINAYA bracelet, was happy to give us a vocal tour of the brand. She shared, “Browns buyers loved the pieces because they blend so well with fashion”, and continued by adding, “We focus on functionality as well as design, to ensure that our product is appealing to everyone”.

Meet 27 year old tech entrepreneur Kate Unsworth.
Meet 27 year old tech entrepreneur Kate Unsworth.

On their partnership with Browns, which was recently acquired by Farfetch, Kate Unsworth shared that she and her team are thrilled to be working with such an inspirational brand. She said: “We are delighted to be partnering with an iconic retailer like Browns, in our home city of London and to be given the opportunity to bring our products to their loyal customer base.” She continued, “Browns has a long and proud heritage of showcasing pioneering and innovative products and as a modern tech brand we hope we can help them continue to do that.”

The ALTRUIS collection displayed at Browns in London
The ALTRUIS collection displayed at Browns in London

We have confidence that the ALTRUIS collection, which first launched 1st November 2015, will prove to be a great beginning to VINAYA’s new partnership with Browns. It is a collaboration that has the potential to bring designer wearable technology to the mainstream consumer. Engineered to help users manage their digital lives, the Bluetooth enabled wearable syncs with an iOS app to give you subtle vibrations to notify the user about the notifications, emails, calls and messages that you deem most important.

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As more people began to arrive, we decided that it was the perfect moment to try on the collection for ourselves. It was then I suddenly felt the kind of girly excitement that I usually reserve for moments like this. As I put on the ALTRUIS wearable tech that we have written and styled numerous times for, it became a significant moment. Once on, I took a closer look at the ALTRUIS pieces and I noticed that they were not as big as they appeared in the photos I had previously seen. They could even be described as dainty. Easy on the eye, I personally found myself mentally congratulating the VINAYA in-house design team for turning a great concept into beautiful wearable jewellery.

As we parted ways with the now crowded party to go and grab dinner, we all unilaterally agreed that ALTRUIS was a collection that will not only bode well with the fashion tribe but will also be welcomed with open arms by the trend conscious consumer with a love for beautiful accessories.

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The full range of ALTRUIS jewellery will be available in store from 15th December 2015, as well as online on the Browns and Farfetch websites. The jewellery collection consists of beautifully­ designed rings, bracelets and necklaces handcrafted in premium materials (zirconia ceramic; platinum silver; gold, rose gold and sterling silver plating; genuine leather) that range in price from £220 to £275.

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