Australia (May 27, 2011) – (“Smashpiece”), an exciting new online fashion store, is now live; providing access to the hottest overseas brands of affordable jewellery and accessories to meet the insatiable local demand for the latest in overseas fashions.

Smashpiece joins the likes of Zara and Gap, who recently announced their expansion into Australia, in trying to make fashion more affordable in Australia.

Have you ever admired a girlfriend’s beautifully accessorised outfit and enquired as to where she found her fabulous necklace, only to be disappointed when she uttered the words we all know too well: “holidays” and “overseas”? Then Smashpiece is for you.

Created by sister and brother team, Rachel and Jonathan White, Smashpiece features international fashion jewellery designer brands such as Gorjana, Kenneth Jay Lane and Anna Lou of London, as well as own-brand pieces sourced globally. Many of these pieces are available in Australia for the first time.

As an online shopping regular, marketing professional Rachel immediately saw a gap in the market for affordable fashion when she moved to Sydney from London in early 2009.

“While there are some amazing Australian designers, I really missed the choice of high street brands and online stores that I relied on for everyday fashion in the UK.  When I asked around, this was a common experience. So after regular compliments on my accessories and numerous requests to bring back jewellery from overseas trips, the concept of Smashpiece was born,” said Rachel.

“Australians are savvy online shoppers, so we have scoured the world for the latest in affordable fashion jewellery and accessories and designed a website that is easy to use and has many impressive features such as the Online Stylist.

“Shoppers simply answer a series of questions and our Online Stylist function provides a shortlist of options to suit that special occasion or even to spice up a work outfit. The Online Stylist is a great tool for men who are looking for a present but lack the confidence to buy jewellery or accessories, which often make the perfect gift.

“We are aiming for customer delight and are confident that once shoppers see our range, try out our site and experience our fast and efficient service, they’ll be converts.” predicts Rachel.

About Smashpiece:, the online jewellery and accessories store, provides quality, fashion forward pieces at accessible prices. Smashpiece features a number of handpicked designers from across the globe and own branded pieces at various price points.

Rachel White
Owner/Founder Smashpiece
Tel: 0451 044 876