Jeweller - March 2022

L to R: Unode50; Couture Kingdom; Guess
alongside consistently popular ‘bread-and-butter’
lines, high-quality marketing and merchandising
materials for both online and in-store retail, and repair
and replacement support.
The promise is simple: a brand will draw new customers
to your store and deliver on fresh product with consistent
marketing and support.
Having said that, stocking branded jewellery becomes a
balancing act. Whether to stock the category is a decision that
every retail jeweller will consider at some stage, not to mention the
question of how much of one’s inventory a brand should occupy and
which brands are appropriate to stock.
The promise is simple: a brand will draw new customers
to your store and deliver on fresh product with
consistent marketing and support.
Amid the constantly shifting tides of consumer tastes and trends,
the retailer must also pay frequent attention to stock performance,
marketing, and customer feedback. Yet, for seasoned navigators the
rewards are bountiful.
Of course, the success of a brand’s performance in a retail store
is a two-way street. The retailer must consider the price and
margin, brand image and marketing, and extent of supplier support
and must be willing to meet the brand half-way to fulfil its sales
requirements. With all the benefits also comes commitment.
And while the industry has leveraged the opportunities of branded
ranges for years, the category does not come without challenges
brought about by the pandemic. The past two years have played a
significant part in the progress of the branded jewellery category.
Changing conditions, changing market
Justin Veil, managing director of Designa Accessories, believes
that branded jewellery is no longer just disposable fast fashion and
that it must have a strong value proposition across product design,
pricing, and distribution.
“The category has evolved and changed - increasing entrants into
the space using a variety of fabrications has resulted in broader
acceptance and also improved the perception of branded jewellery
to make it a more viable proposition for customers and retailers
who would have previously only considered fine jewellery.
“Expansion of stand-alone stores for many branded jewellery
concepts has also helped broaden acceptance of the category for
consumers and also tap into customer segments who may not
have been shopping in traditional jewellers,” Veil says.
Phil Edwards, managing director Duraflex Group Australia agrees
that the category has come a long way since he first introduced
Thomas Sabo to Australia. (see story on Page 44).
“There is no doubt that branded jewellery has simply evolved to
limited edition
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