Jeweller - October 2022

FEATURE
Local Brands
AUSTRALIAN BRANDS
STRENGTHEN THE MARKET
L to R: Opal Minded; Autore Pearls;
Ellendale Diamonds; Sapphire Dreams; Gerrim
SAMUEL ORD examines the unique appeal of Australian jewellery brands
and highlights the importance of supporting local creators.
The international COVID pandemic disrupted
the Australian consumers and suppliers for
more than two years in an increasingly
globalised jewellery trade.
With the closure of international borders causing seemingly
endless supply chain headaches for retailers, along with the
subsequent impact of inflation, there was one positive to be
found for many Australian based manufacturing and brands.
With limited access to international inventory the opportunity
arose for home-grown brands to be placed under a brighter,
less competitive spotlight. Better still, according to a recent
study from market research firm Roy Morgan, an increased
focus on Australian brands is exactly the kind of market local
consumers hope to see.
The findings of the examination into Australian consumer
habits released in July this year revealed that Australians
are now less likely to purchase international brands –
particularly those originating from China – than they were
prior to the pandemic.
“The latest Roy Morgan research into preference for
Australian-made goods showed that a high 96 per cent of
Australians in March 2022 say they would be more likely to
buy a product if they knew it was ‘Made in Australia’ – up
9 per cent points from early in 2020,” the report states.
With most of 2022 now in the rear-view mirror, the question
now is have these Australian brands been able to preserve
that connection with local consumers?
Identity and trust
Gerri Maunder believes that the Australian identity is
uniquely woven into her ethos, which is to offer customers
fine jewellery worthy of becoming a family heirloom.
Based in Queensland and armed with more than 25 years of
experience in jewellery design and manufacturing, Gerrim
International has evolved into a brand that pursues elegance
and style with each piece.
Co-director Maunder explains “COVID forced all businesses
to re-think how they operate.”
Steve Der Bedrossian
Sams Group Australia
“Sapphire Dreams is the
first of its kind and the only
Australian jewellery brand
that celebrates Australian
sapphires and their
breathtaking colour range,
which is unlike anywhere
else in the world.”
Gersande Price
Ellendale Diamonds Australia
"The pandemic, having
clipped the wings of us
all to be able to travel and
source worldwide with ease,
we believe has benefited
homegrown Australian
brands, tremendously."
Rosario Autore
Autore Pearls
“As the second largest
producer and quota holder in
Australia, I can confidently say
Australian South Sea pearls
are widely recognised on the
international market as the
most valuable in the world.”
“Our mantra has always been that if a product we offer is
made and manufactured in Australia, we will be able to
deliver that product to a retailer in 7–10 business days.
We’ve always said that, and we’re proud of that part of
our business.”
She continues: “Suppliers are, essentially, solution-based
businesses. Retailers need stock – and they want the
supplier to offer a solution – to provide the stock and deliver
it on time. It doesn’t have to be any more complicated
than that. We also understand that the jeweller is in turn
attempting to offer a solution to their customer.”
Georgini is another Australian jewellery brand that launched
in 2004 with the aim of combining modern elegance with
innovative fashion-forward design.
Managing director Melinda Carey echoes Maunder’s
sentiment and stresses the importance of mutual trust
between suppliers and retailers and says brands that
focus on capturing the hearts and minds of local consumers
possess a unique advantage exiting the pandemic.
“One of the great movements we saw throughout the
pandemic was the swing to shop local and support local
brands,” Carey tells Jeweller.
“With slow consumerism on the rise, buyers are making
conscious and considered choices and choosing brands that
have authenticity and story and are home-grown. This is
wonderful for the Australian jewellery industry.”
Local diamonds and gemstones
Aside from being a unique and naturally rich country,
Australia not only boasts beautiful beaches, diverse wildlife,
and the iconic outback. It is also the point of origin for some
of the most prized and rare gemstones in the world.
And of course, Australia’s pink diamonds lead the world
in rarity. That said the raw material is the starting point,
however; what consumers want is products and brands.
Ellendale Diamonds Australia is one such business that has
helped elevate Argyle pink diamonds to an internationally
recognised, and unique, product.
Sales and marketing manager Gersande Price is another