Thomas Sabo jewellery moves into ‘personalisation’

7.5 k views | Posted July 21, 2015 | By Stephanie Chan • Staff Journalist

In response to the increasing popularity of personalised jewellery, Thomas Sabo has unveiled its first engravable jewellery range in Australia.

The new Love Bridge collection features bracelets with a sterling silver, 18-carat rose or yellow gold-plated bar designed to be engraved with a personal message.

The range – which also includes necklaces and engravable sterling silver disc and heart pendants – was inspired by the well-known bridges located around the world upon which couples attach engraved padlocks as a representation of their love.

Phil Edwards, Duraflex Group Australia managing director

Phil Edwards, managing director of local distributor Duraflex Group Australia, explained that Thomas Sabo had identified engravable jewellery as a popular trend and said it would “bring another dimension to the brand and to our customers”.

“Engraving will be a great point of difference for our brand and with the current strong trend of personalisation in all fashion categories, it highlights to our customers that, as always, Thomas Sabo is a leader with the emerging international trends,” he added.

Edwards told Jeweller the complimentary engraving option would be available to customers who made a Love Bridge jewellery purchase from a Thomas Sabo brand-only store or from the brand’s e-commerce website.

He confirmed this option would also be offered through independent retail stockists that had access to an engraving service. Stockists without access to an engraving service would still be able to carry the range.

“We are currently working on some additional options to ensure the engraving process is as simple as possible for all partners [retail stockists],” Edwards added.

A point of difference

The bracelets made their Australian debut at the Thomas Sabo Sterling Silver autumn/winter 2015 launch event, which was held on 14 July in Sydney.

Amongst the attendees was a host of local celebrities, including actor Luke Jacobz and singers Samantha Jade and Tim Omaji (formerly known as Timomatic).

All guests received a Love Bridge bracelet upon arrival and were invited to have the piece engraved with a personalised message.

New pieces from the Thomas Sabo Sterling Silver collection were also launched at the event. These included the Fatima’s Garden series of pearl jewellery, the mini rings and ear jacket jewellery categories, 35 additions to the Karma Beads collection and the Unity bracelets, part of the Rebel at Heart collection.

Edwards said the latest collections, including the Love Bridge range, would be introduced to retail stockists at the upcoming Thomas Sabo Retail Partner Roadshow, which commences in the first week of August. Collections will be rolled out across all Australian and New Zealand retail stockists from mid-August.