Jeweller - June 2019

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BRANDED JEWELLERY DURAFLEX Brand and deliver NAVIGATING THE BRANDED-JEWELLERY LANDSCAPE REQUIRES AN UNDERSTANDING OF NOT ONLY YOUR CUSTOMERS BUT ALSO THE BRAND STORY OF THE RETAILER. ARABELLA RODEN REPORTS hether to stock branded jewellery is a decision every retail jeweller must consider. If so, how much of one’s inventory should brands occupy and what are the right brands to stock? There are many factors in play in this decision, including price and margin, brand image and marketing, and supplier support. There’s also the matter of trust – newer brands don’t have the same prestige or built-in customer base as wellestablished, international brands. But there are major positives to stocking a variety of branded jewellery and various ways to overcome the misgivings retailers might have about embracing this category. Phil Edwards, managing director at Duraflex Group Australia, which supplies Thomas Sabo and Ania Haie, says, “Branded jewellery comes with much more than just the product itself. It should come with the complete story, from point-of-sale (POS), packaging, marketing material and even social-media content. Ideally a branded product should be bringing consumers to the retailer’s door with its own brand awareness.” Frédéric Brunel Acquaviva, vice-president of sales at Renaissance Luxury Group, says, “A brand identity is not only about the product itself, but the whole universe that the brand has to offer. Retailers worldwide are struggling with instore traffic; they are struggling to differentiate from other stores and to compete with e-commerce. “ “They need to create a memorable shopping experience for the consumer by having real and true storytelling – a creative, unique and emotional message that encourages the consumer to come back often.” Renaissance developed the Les Georgettes By Altesse range, which was first introduced to the French market in 2015 before expanding overseas, as a unique product offering which is not only eye-catching and colourful, but also customisable. This means consumers will keep coming back to purchase the interchangeable elements. One benefit for retailers is that suppliers heavily support brands by building brand awareness, managing distribution lines and providing retailers with the right tools to promote the product. “The brand debate has been going on for years,” Helen Thompson-Carter, director of Fabuleux Vous, explains. “The critical thing for any brand is to ensure they are constantly evolving with design and presentation. Retailers now are wanting to feel the love from suppliers and suppliers have had to become a lot more flexible in their approach and offering.” June 2019 Jeweller 27
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Jeweller - June 2019

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