Thomas Sabo collection takes jewellers by storm

3.9 k views | Posted March 20, 2012 | By Aaron Weinman

After an intense launch campaign across the eastern states, the fashion jewellery brand has already been caught short on stock for its latest range.

Following successful soirees in Sydney, Melbourne and Brisbane, Thomas Sabo’s Special Addition collection and Glam & Soul range has been on many retailers’ wish lists, with the company’s local distributor, Duraflex Group Australia, running out of stock on some lines.

Duraflex director Phil Edwards told Jeweller the release was much better than expected and described the company’s current stock level as a “good problem to have.”

“We launched the new Special Addition line on a roadshow across Brisbane, Melbourne and Sydney and the response has been exceptional,” Edwards said. “We’re currently doing all the final deliveries to our stockists now and in the next month all orders should be delivered.”

The new Special Addition line consists of 44 pendants, five bracelets and a variety of new necklaces with matching earrings and rings, allowing the wearer complete personalisation.

The Glam & Soul collection reflects the contemporary culture of jazz and soul music with beautiful pearl discs and a variety of intricately crafted sterling silver pieces.

Edwards said the new collection boasted innovative designs with an emphasis on collectability and personalisation.

“We’ve targeted all ladies of all ages with this collection that’s very classical in design,” Edwards added. “It’s about adding to your existing range and the pieces can be worn any time of the day from work, to casual, to quite formal attire.”

Not content with an elaborate promotional campaign featuring local and international celebrities, Thomas Sabo is continuing its push with an illustrative digital Lookbook showcasing the company’s new ranges.

The consumer catalogue is available using breakthrough eMag technology where you can not only view the collection, but an eye-catching video presentation true to the German fashion brand’s image.

The un-paralleled popularity of Thomas Sabo’s new ranges has enabled Edwards to nurture stronger, more personal relationships with the company’s loyal stockists.

“We’ve got a very clear directive for 2012 and we don’t wish to have a lot more retailers unless they’re in areas where there’s no Thomas Sabo presence,” Edwards said. “This is the ideal time to strengthen our relationships with existing retail partners that have supported Thomas Sabo for a long time.”

Thomas Sabo’s new ranges will be on display at this weekend’s Brisbane Jewellery Fair.