Jeweller - October 2023

10 Years Ago
Time Machine: October 2013
A snapshot of the industry events making headlines this time 10 years ago in Jeweller.
Historic Headlines
4 Satellite watch technology arrives in Australia
4 Tiffany and Swatch part ways
4 Jewellers rent battle goes public
4 Stylish Australian launch for Forevermark
4 Good news for Michael Hill jewellers
Jewellery chain collapses
owing $3 million
Status, the bold jewellery and watch retail
concept, once predicted to have 12 stores,
has been placed into voluntary liquidation
with debts exceeding $3 million.
Insolvency firm Dean-Willcocks was
appointed on Friday 4 October and has
issued a draft report revealing the estimated
deficiency in the company’s assets to be
more than $3.1 million, with unsecured
creditors being owed $2.6 million.
Status was led by former Pandora Jewellery
head of marketing Jeff Burnes. The first
Status store was opened at Westfield
Chatswood in late May 2012. At that time
Burnes forecast the launch of a further
three NSW-based stores in 2012 and plans
for another five to open throughout 2013 with
the ultimate aim of 12 stores nationally.
Bevilles jewellers moves back
into CBD
After more than two years since closing
its high-profile, Bourke Street Mall store,
jewellery retail chain Bevilles will be
returning to Melbourne’s CBD next month.
The move will be temporary, however; the
retailer is opening a pop-up retail space on
the corner of Swanston Street and Little
Collins Street (a former Zamel’s jewellery
store) that will operate from mid-November
2013 to the beginning of March 2014.
It will be the first time that Bevilles
has traded in a pop-up store, and while
traditionally jewellery stores have not
necessarily been seen as ideal for this type
of short-term leasing arrangement – due to
potential threats such as a lack of security –
Bevilles CEO Michelle Beville attested that it
was the right business decision.
October 2013
ON THE COVER Dora
Editor’s Desk
4One diamond voice needed
“Many people in the luxury goods
segment, including jewellery, believe
the tech companies have “stolen” a
lot of their sales, however, we should
ask why do many consumers choose
to spend their discretionary dollars on
phones they don’t need rather than on
other products like jewellery?
Of course, everyone knows that a
diamond is forever, and that diamonds
are also a girl’s best friend, right?
Soapbox
4 Take a fresh look at pearls
“Retailers need to capitalise on
these changes. There is a market
for high quality freshwater pearls
among Australian consumers. Still
markedly cheaper than their South
Sea cousins, yet with a beauty that
enables them to be used in classic
and contemporary styles, and also in
bespoke designer pieces, the more
recent Chinese freshwater pearls
can provide retail jewellers with
a very profitable alternative to the
current offerings.”
Nerida Harris
- Pearl Perfection
STILL RELEVANT 10 YEARS ON
Paying the premium
“If you are training a person who is going
to be responsible for your social media
presence, it would be worthwhile discussing
the overall business objectives and how you
would like to be perceived by the public."
Emily Mobbs
Miranda Kerr new face of
Swarovski
Jewellery brand Swarovski has selected
Australian model and former Victoria’s
Secret Angel Miranda Kerr as the face of
its latest advertising campaign.
The new campaign includes
advertisements for print and television
and will be launched in 25 countries from
November. Kerr can be seen in a range of
the Austrian-based company’s jewellery
and accessories suitable for daytime and
evening wear.
The television commercials, featuring a
soundtrack composed and performed by
American singer and producer Pharrell
Williams, will be shown in Italy, and France.
CEO of Swarovski’s consumer goods
business, Robert Buchbauer, told Jeweller
that Kerr was selected for the campaign
because she embodied the modern spirit
and sense of style that was expressed in
the company’s collections.
Bevilles gets a makeover,
dumps giftware
Jewellery retail chain Bevilles has undergone
a major rebranding that will include the roll
out of “new-look” stores across Australia.
In addition to a new logo and tagline “Feel
Fabulous”, the retailer plans to enhance the
instore shopping experience with a fresh
colour scheme and design.
Stores will have a streamlined layout and
offer a greater selection of diamonds as
well as jewellery and watches and a muchreduced
emphasis on giftware.
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JEWELLERMAGAZINE.COM
32 | October 2023