|
News
Designa is distribuing Hot Diamonds' Emozioni collection.
Diamonds are hot at jewellery fair
 14.9 k views | Posted September 03, 2013 | By Jeff Salton • Assistant Editor
One stand that has been busy throughout the International Jewellery Fair
is Designa Accessories, with head of brand Olivia Bramble saying the
Monday was probably the company’s busiest day at the fair.
“I’ve been pleasantly surprised. The fair has been really for good for us and all the retailers we’ve met have been very positive,” she said.
Two brands generating much interest on the Designa stand are the Hot Diamonds Emozioni range of pendants and coins, and Guess Watches.
Promotions consultant Natalee Hubbard, responsible for Hot Diamonds, was delighted with the response from retailers the brand had generated at the fair.
“Even though the range isn’t launching until October, visitors to our stand have been really complimentary. And the feedback from the UK, where the range launched recently, has been great,” Hubbard said.
Hot Diamonds is the number two selling sterling silver brand in UK, she stated.
“It’s the next phase the charm business,” she added, “retailers know it’s going to give them repeat business.”
Hubbard said that the Emozioni coin and keeper combinations exceed 5,000 and what set Hot Diamonds apart from an increasingly competitive pendant market was that every piece had a diamond, yet sat alongside most competitors’ price points.
Hot Diamonds introductory offer to consumers through selected retailers is a coin and keeper (smaller size) for under $200 and under $250 for the larger version, saving $90 RRP.
“Consumers also get a beautiful gift box, and once they get started, they get a wish list to encourage future purchases, Hubbard said.
Retailers can purchase the Hot Diamonds Emozioni keeper and coin full starter kit $3,200 but could put together their own pack, Hubbard said.
To promote the range, Hubbard said an extensive PR campaign beginning in October that included gifting celebrities, appearances in fashion magazines and national consumer advertising campaign, would help push sales.
Fashion at the fair
On day three of the jewellery fair, Designa head of brands Olivia Bramble was very upbeat about the responses to Guess Watches’ new range.
“The feedback I got from retailers yesterday was it’s the best Guess range in a couple of years. The new rose gold and animal print models for ladies are impressing everyone.
“And the rose gold and blue combinations really performing well.”
Bramble admitted the thought the combination sounded a bit “risky” but the sell throughs suggested it was a winning mix, even in the three weeks it had been available. “It’s already sold out in some stores,” she said.
Bramble said Designa had been working hard at getting retailers to recognise Guess as a fashion brand and to merchandise the products accordingly.
“Retailers benefit when they get on board and promote Guess as the fashion leaders,” she said.
“I can understand some retailers being hesitant about buying in a range of blue watches or big statement pieces but our research has proven that this is what consumers are looking for,” she added.
To assist promoting Guess, Bramble said Designa had made available to retailers a complete brand book, what she described as a “brand bible”.
“While it has extensive information like in the past, this year’s book is more condensed and has suggested VM, along with the whole season’s collection and an emphasis on merchandising guidelines to help remove the guesswork retailers might have experienced previously,” Bramble said.
“The beauty of Guess is that it stays fresh and relevant, that’s the key selling tip, so retailers need to make sure they distinguish it from other watch brands they might be selling because our consumer feedback suggests that’s what they are looking for.”
|
|
|
|