Chupi Sweetman’s jewellery brand has undergone a major repositioning over the past ten years, essentially from payday trinkets to heirloom pieces. Having just raised €3.75 million from BVP, Abbey Finance, Permanent TSB and several private investors, the eponymous brand is planning another evolution.  While the immediate plans for the raise – opening a new flagship store in Dublin and London and expanding headcount from 50 towards 100 people – are interesting for the business’s continued retail ambitions, it is the plan for folding in the advantages of digital and mixed reality that could set the company apart from a market…

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