About Us

About Amethyst Dublin

Welcome to Amethyst Dublin, Ireland's leading WHOLESALE supplier of Sterling Silver Celtic Jewellery. Based in the heart of Dublin, Amethyst is an Irish Owned Company, trading  at our Dublin showrooms.

Based in the heart of Dublin, Amethyst is an Irish owned and family run company specializing in Irish Jewellery from classic to contemporary designs.

Amethyst's creator, Barbara Ward, began selling jewellery from a cart on Dublin's fashionable Grafton Street in the 1980's. From these humble beginnings, Barbara and her team successfully developed Amethyst into what it is today; a modern Irish company with traditional Irish values. Barbara's husband, Mark McKenna, joined the company in 2005 and together, this husband and wife team managed the company from their smart Dublin city centre premises.

Over the years, due to hard work, dedication and a pinch of Irish luck, Amethyst began to flourish in Ireland. It was at this point, while consolidating its position in the home market, the germ of an idea began to form. The idea itself was simple; to establish Amethyst in the market where the Celtic heart beats strongest - America.

Shortly thereafter, a member of staff was dispatched on a fact-finding mission to the U.S. Could Amethyst realistically hope to start trading in America? On her return, Karen O'Reilly was convinced that they could.

Exporting to the United States presented a host of new challenges to Barbara and her team. Establishing the company's reputation in a country the size of America was a daunting task. The decision to attend trade shows in the U.S was to prove pivotal to Amethysts' future success. With the help and encouragement of Maeve O'Malley from Enterprise Ireland, a trade show in New York was identified and a place was booked for Amethyst. Once again, Karen found herself bound for America. With a cheeky grin and a twinkle in her eye, Karen was prepared and eager to meet the people. Unfortunately the people were not quite as prepared for Karen!

Since that initial trip of almost 15 years ago, Karen has attended numerous trade shows in America on behalf of Amethyst. Karen and the team have cultivated strong relationships with many customers over the years, some of which have evolved from business associations to friendships.

Another crucial factor to our success has been the tireless efforts and enthusiasm of Karen, Mags, Mark and the rest of the team in Dublin. Without their achievements, we simply would not exist!

When Barbara was asked to comment on Amethysts success in America, she had the following to say: "There have been so many factors involved that enabled us to trade profitably in America. Key amongst these has been the guidance and support we received from Anne Tarrant and the team at NACTA (North American Celtic Traders Association). We have been introduced to a plethora of customers, vendors and industry contacts through NACTA that we would otherwise not have encountered. Effectively, NACTA provided us with a map and compass to navigate the otherwise uncharted waters of the American market, and for that we are extremely grateful".

Barbara also emphasised the importance of the network of people Amethyst deals with on a daily basis. "From friends to fellow vendors, freight companies to store owners, we feel very fortunate to be part of the community. This has become even more evident to me in recent times when we consider the current economic downturn".

The adverse economic conditions that currently prevail continue to hamper and undermine businesses globally. Working in this environment demand that companies adopt a more flexible and pragmatic approach to business. Barbara and Mark implemented many new initiatives that they believed would assist Amethyst in tackling this situation head-on.

Following feedback from some retailers, the team have paid particular attention to improving their displays and point-of-sale materials. Furthermore a number of Amethyst's jewellery lines are currently enjoying strong demand and are proving to be 'recession-proof'. For example the silver plate and wristband ranges are very popular and will be extended this year. In addition, the Celtic Silver range has been expanded this year to include bright stone set pieces with colourful cubic zirconia stones. 

The team at Amethyst clearly enjoy what they do. Their success can be measured as much in sales as in the number of friends they have made in America. Their customer base stretches coast-to-coast, from the states of New Jersey and Iowa to the cities of Manhattan and San Francisco! As Barbara said, "America is a wonderful tapestry of independent and diverse states and it is such an enjoyable and rewarding place for us to visit and conduct business".

Amethyst would like to thank all of their customers, fellow vendors and service providers for their continued support and look forward to meeting them at the Ireland Show this April.

In the meantime, please browse the Amethyst website for details on the range of products and special offers that are currently available

Sadly, our dear colleague and friend, Barbara Ward, passed away on May 6th 2014. Barbara was creative, spiritual and compassionate. She loved life and was always quick to smile. We will strive to keep her memory alive by continuing to serve our customers to the high standards that Barbara imbued our company with.