Pretty Pink Jewellery, featuring Argyle Pink Diamonds
Pretty Pink Jewellery gets Iconic distribution
Posted November 08, 2011 | By Aaron Weinman
Iconic Jewellery has secured the rights to handle a new brand exclusively using Argyle Pink diamonds.
After launching at this year’s Sydney International Jewellery Fair, Pretty Pink director, Antonio Kelzi told Jeweller that the brand, which exclusively uses Argyle Pink diamonds set in set in 9ct rose gold and sterling silver, has appointed Iconic Jewellery as distributor.
“We crossed paths after our launch and had various discussions,” Kelzi said. “We liked what they [Iconic] offered in terms of their experience with other products and made the judgement that Pretty Pink is in the right hands.”
Iconic director, Bella Kennedy is enthusiastic about Pretty Pink as a new brand and believes it to be unique for the Australian and New Zealand markets.
“We get approached all the time about taking on new brands,” Kennedy told Jeweller. “But we think Pretty Pink is a great concept and beautiful jewellery.”
Sydney-based Pretty Pink was formed 15 months ago in a partnership between Kelzi and Kalleh Levonian. The pair combined over 40 years experience in jewellery and diamond setting to form the Pretty Pink brand.
“We really liked Pretty Pink because it’s affordable luxury and something different,” Kennedy added. “Pink Argyle diamonds stand out and no one else is making products like this.”
According to Kennedy, the brand launched with great success at this year’s Sydney fair.
“We started distributing the products in early September,” Kennedy added. “Final contracts were signed last week however.”
Kelzi added that Iconic’s wide distribution links were a key factor in finalising this deal, believing it to come at the right time for a new brand like Pretty Pink.
“Iconic has good and well-prepared distribution channels,” Kelzi said. “This deal was just the right thing at the right time for us.”
Kennedy added that feedback about the product thus far had been positive, saying that a lot of stockists have placed orders in time for the Christmas period.
“The feedback has been crazy and many stockists have already re-ordered,” Kennedy said. “A lot of people seem to be jumping on this.”
The Argyle mine is considered to have the best pink diamonds on the planet, accounting for more than 90 per cent of the world’s pink diamonds. While the diamonds are well regarded, the dwindling supply is expected to come to an end within the next decade, making Argyle pinks even more valuable.
“Now everybody can have these rare and coveted Argyle pink diamonds on their budget,” Kennedy said.
More reading:
Local jewellery brands to launch in Sydney
Subtle shift to master distributor model