Jeweller - October 2018

DANIEL BENTLEY
Preferred
Supplier
to offer a point of difference in what she
believes is a “sterling silver saturated market”.
“Silver as a metal and as a product is very
interesting; the demand for silver is huge and
there is an existing saturation we are seeing
right now,” she says. “One of the challenges
for retailers is that they are looking for
something that is tried and tested, rather
than looking for true innovation, but if you’re
looking for something that’s tried and tested
then you’re only looking to stock exactly the
same thing that’s on offer down the road.”
A POINT OF DIFFERENCE
It is very easy for suppliers to aspire to
distribute collections that offer their retailers
a point of difference; it is much more difficult
to achieve it. For West End Collection’s
general manager John Rose, the key has
been to look at neighbouring countries.
West End Collection launched New Zealand
brand Stolen Girlfriends Club in Australia
late last year. The label has been successful
in the land of the long white cloud for six
years and is the brainchild of two fashion
designers. Rose says the brand appeals due
to its unique aesthetic qualities and “edgy”
appearance, setting it apart from many other
sterling silver brands.
“The founders created Stolen Girlfriends
Club as an art exhibition and people
loved the name of the art show so
much that they carried it across to
COUTURE KINGDOM
their jewellery brand,” Rose says of the silver
collection’s creation.
The line incorporates traditional cross motifs
but also showcases a range of crystal skulls,
bows and hearts with “stolen” engraved
within them.
“We’ve got quite a few retailers now carrying
Stolen Girlfriend and it gives them a real
point of difference in their store compared
to the finer, more traditional silver lines,” Rose
adds. “People gravitate towards it because it’s
quirky and it’s a bit of fun.”
New Zealand jewellers are also making
waves with modern sterling silver jewellery.
Benjamin Black Goldsmiths creates custom
jewellery pieces while its sister fashion label
Black Matter produces “demi-fine fashion
pieces” in sterling silver. Owner Benjamin
Clark says sterling silver is an ideal metal
given its durability.
“Sterling silver is not only a fantastic price
point for consumers; it’s great to work with.
As manufacturing jewellers, this means we
can create beautiful handmade designs
for people at an achievable price. It’s also a
durable metal and lasts really well,” Clark says,
adding that the business produces pieces
with recycled materials to offer a point of
difference to environmentally conscious
consumers.
“For us, we have started recycling and
reusing metals wherever possible. Most of
our sterling silver jewellery, especially with
Black Matter, is made from recycled silver.
Consumers are becoming more aware of
where their products are made, how and by
whom. Having an ethical conscience and
being aware of how what we do affects our
people and our planet is really important.”
One local business looking to not only
offer a point of difference, but also make