Jeweller - June 2019

BRANDED JEWELLERY
Springfield Jewellers stocks 12 per cent branded jewellery. “Since we relocated to
our new premises in November 2015, we have stocked Nikki Lissoni and Thomas
Sabo as well as Pink Kimberley,” Parekh explains.
“We stock branded jewellery to ensure we offer our customers a full range
of jewellery products. While we specialise in custom-made jewellery and
workshop-related services, branded jewellery fills a huge potential gap in
our retail offering.”
Vellacott has been building the brand offering of both her stores over the last six
years and the ratio is now at 38 per cent branded jewellery. She says that brands
“give your customers a certain degree of confidence in the store – they can
provide a sense of comfort and help entice customers into the shop where they
can see our other products.”
FABULEUX VOUS
THOMAS SABO
Vellacott advises other retailers to “do more research and ask more questions”
before deciding whether to bring in a new brand. “I think there is a risk in
stocking unproven brands – there seems to be a fairly large buy-in for new
products that then don’t offer the support and back-up that they promise,” she
says. “We are a little more wary of promises that some brands make!”
Jewellery By Design has stocked brands since opening 13 years ago.
“Approximately 40 per cent of our current range is branded jewellery,” Hill
says, adding, “It’s important to consider if a brand is a good fit for current
customers or if there has been demand that may bring in new customers. While
it is important to stock a well-known, high-quality brand, it is also important to
consider that brand’s after-service care and how they interact with their retailers.”
Meanwhile, Parekh notes, “Most brands invest in product development ensuring
their newest releases are in line with the latest fashion trends. Products are
backed up with quality finishing, a decent warranty and after-sales care, all of
which builds trust.”
When deciding whether to stock branded jewellery, there are many factors to
consider. Retailers should choose carefully but not be too timid to experiment.
By carefully selecting brands that match well with a store’s customer base and
offer plenty of support, retailers can attract new customers and boost sales. i
Christian Paul
SYDNEY
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