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Hong Kong group buys MyFlashTrash for US$2m

A former British reality TV series star has sold her online charm-jewellery business MyFlashTrash to a Hong Kong group.

Amber Atherton, who starred in Made in Chelsea after working as a model, developed the business out of a blog she started while at school in Kent. Her customers include singer Rihanna and the Duchess of Cambridge.

Atherton, who grew up in Hong Kong, has sold the business to Hong Kong-based Nefertiti Group, which makes jewellery for such outlets as Asos, H&M, Topshop and Zara.

Nefertiti founder Peggy Tang, who is believed to have paid nearly £2 million (US$2.6 million) for MyFlashTrash, says she wants to take the company “to  a new level as a global power jewellery brand”.

Atherton, 25, will retain a holding in MyFlashTrash but intends to focus on her new social-media venture, Brand Fan Girl.

Lion Capital founders Lyndon Lea and Robert Darwent have retained their stake in the online business, reports the Evening Standard.

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