Jewellery World Magazine - May 2021

success when displaying the Desert Rose
jewellery collection together with Australian
loose diamonds,” said Gersande. “It creates
consumer interest for spot sales of available
jewellery pieces as well as custom created
items.”
When seeking networking partners, it is
important to be selective so you maintain the
right platform for your brand.
“Finding the right fit is a
natural process, rather
than something that
can be forced,”
said Amy
Bradford
of Pastiche.
“A stockist
must believe for
Zahar
A good way to maintain
brand consistency is to be
proactive and consistent.
Worth & Douglas
themselves that their customers will see value
in what we create, rather than needing to
be convinced. The Pastiche brand is true to
itself, having been built with an understanding
of who we are and what we love. When you
have a clear vision and brand philosophy, you
attract the stockists who see and appreciate
what you are doing. We aim to show our
stockists and end-consumers that Pastiche
is a brand they can trust to deliver
unique designs, high standards
of quality and great customer
service. We design many of the
products in-house to maintain a
distinct Pastiche style. We also want
to give our stockists great customer
service and marketing support with high
quality imagery for their websites and
social pages.”
A good way to maintain brand consistency is
to be proactive and consistent.
Chris Worth of Worth & Douglas says they
only ever work with reputable jewellers and
they build brand awareness while developing
trust and loyalty.
“Stockists present our brand through branded
displays, POS collateral, catalogues, and digital
assets for promoting our products throughout
their online channels,” Chris said.
Grant Menzies from Adina Watches says it is
important to keep working to stay relevant in
the current market.
“As an Australian family business, our goal is
for our brand to resonate strongly across a
myriad of markets from regional Australia to
the city,” Grant says. “Over the past 50 years,
we have prided ourselves in staying relevant
to these markets with our designing and
of course by continually aiming to surpass
both our retailers and their customers’
expectations. Our business has grown
organically from just Bob doing everything in
the business to put food on the table for his
young family, to today where we have been
the naming rights sponsor of international
sporting events. We have always worked
closely with our retailers and they are our
toughest critics and biggest advocates. They
have always been very quick to tell us when
we are straying from our strengths.”
Steven Sesselmann from Bee Jewellery says
that the concern about retailers
maintaining brand consistency
inspired the development of the
Bee Retail System (BRS) in the
early 1990s.
Ellendale
“The BRS is a standard range of
100 proven fast sellers, presented
on a custom display where each
piece has its own numbered
position, often referred to as a
planogram system,” Steven said.
“What makes the Bee Retail System so unique
is the cooperative marketing contribution
used to promote the brand and direct more
customers to their stores,” he said. “As a
national jewellery brand, Bee Jewellery
values its resellers by including a generous
commission every time a sale is made directly
to a consumer online. Jewellery retailers
who want to sell the Bee brand make a
commitment to display the product on Bee
branded trays, keep the range fully stocked at
all times and support cooperative marketing.
In return they receive a great range on
consignment with a small refundable holding
deposit. The Bee Retail System worked in
the 90's, it worked in the naughties and it's
still going strong today 30 years after its
conception.”
Bee Jewellery
30
jewellery world - May 2021