Jewellery World Magazine - May 2021

Ellendale Diamonds is one of
Australia’s largest diamond
wholesalers, and the Desert
Rose jewellery collection was
created to complement their
core product range. It is available
through existing and upcoming
retail partners in Australia and
New Zealand.
“At Ellendale
Diamonds Australia,
we have developed
the Desert
Rose jewellery
collection with an
exclusive concept
Ellendale and distribution
channel focussing on originality,
coherence, and sustainability.”
For many Australian jewellery
businesses, such as Ellendale
Diamonds Australia or Bee
Jewellery, their Australian
identity is an important element of
their vision.
Ellendale
“Bee Jewellery has always been a brand for
the hard-working Australian who feel they
need a little reward and
consequently our designs
are made to fit within a
three-digit retail price
point,” says managing
director of Bee Jewellery,
Steven Sesselmann. Bee
Jewellery is a jewellery design
and manufacturing company,
established in Australia in 1983.
Their elegant and pleasing designs
feature a wide range of gemstones.
Bee Jewellery
“We have always believed that form follows
function and this gives us direction when we
create new products or discontinue products
that fail to meet these standards,” Steven said.
Adina Watches is another business that has
shaped its Australian identity firmly into its
vision. Founded by Robert “Bob” Menzies
in 1971, Adina designs and assembles high
quality handcrafted wrist watches suited
for the Australian
lifestyle. Adina is
renowned for their
innovative designs
and technological
developments.
“Being an Australian
Adina
family business
that manufactures watches here in Australia
is at the very core of our brand,” says Grant
Menzies, general manager of Adina and son
of Bob Menzies who is now the managing
director. “This has never resonated more
powerfully than during the current COVID
environment when Australian consumers are
actively seeking our Australian-made goods.
This consumer behaviour certainly plays to
the strengths of a brand like ours that with a
strong regional foot print.”
Adina
And if you develop a new vision, you can
always launch a new brand within your
business. Bianca Silver, founder of Bianc, says
that Bianc’s brand encompasses semi-precious
collections change with the seasons, each
telling their own unique story with colour,
texture and detailed craftsmanship.
“It has always been my goal to design precious
jewellery at a price that is accessible to all
women. I always prioritise a high quality of
materials and craftsmanship which allows for
me to maintain consistency in my designs,”
says Bianca. However, she has recently
launched a new brand called Zahar which has
a completely
different focus
to Bianc.
“Before even
launching the
brands, I always
had a mission
to value the
quality and
accessibility,”
Bianca said.
“This has
definitely helped
me to develop
my goals in
Bianc
expanding the business as well as help me
better understand both our target customers.”
“While Bianc is a high fashion brand
centred on precious stones and handmade
craftmanship, Zahar has more of a high
fashion, contemporary approach,” said Bianca.
“Zahar focuses on what is on trend so I design
my collections accordingly.”
Bianca says that one of the benefits of
promoting two separate brands is the ability
to target two markets. “If you want a quick
gift or a fun and affordable piece for a night
out, then Zahar is your go-to, but if you want
something precious, quality and long term,
you’ll find it at Bianc,” said Bianca. “Even
though Bianc and Zahar are so different, they
are still designed to sit next to each other and
complement each other without competing.”
Start small, endure longer
Starting small enables a jewellery business
to refine and consolidate its brand identity
as it grows, and by carefully establishing a
strong foundation, the brand can flourish for
decades. Amy Bradley of Pastiche says that
gradual growth helps you remain true to your
identity and aesthetic as the brand continues
to evolve.
Bee Jewellery
May 2021 27