Navigating the branded-jewellery landscape

Whether to stock branded jewellery is a decision every retail jeweller must consider Phil Edwards, managing director at Duraflex Group Australia, which supplies Thomas Sabo and Ania Haie, says, "Branded jewellery comes with much more than just the product itself It should come with the complete story, from point-of-sale, packaging, marketing material and even social-media content.

Ideally a branded product should be bringing consumers to the retailer's door with its own brand awareness." Receiving a very positive reception from local retailers, Abbott says the brand's philosophy - "To inspire and excite jewellery lovers with clever and innovative ideas using the latest technologies and creative elements" - has been a key selling point Have you experienced challenges in establishing a jewellery brand? Springfield Jewellers stocks 12 per cent branded jewellery "We stock branded jewellery to ensure we offer our customers a full range of jewellery products.

While we specialise in custom-made jewellery and workshop-related services, branded jewellery fills a huge potential gap in our retail offering." Vellacott has been building the brand offering of both her stores over the last six years and the ratio is now at 38 per cent branded jewellery. . Source