What is your brand’s philosophy?
Since starting our business in 1995, we have been creating original jewellery designs that place great importance on structure and form. Our design motto is ‘Simply beautiful ... Beautifully simple’, which is a philosophy that can be seen in our collections. Lene and I are very demanding and our design process is quite long, so a collection is painstakingly curated to ensure that every piece is the best it can be both in quality and design.
Why did you decide to develop a brand rather than sell unbranded jewellery?
Having worked in the jewellery industry for more than 30 years, we’ve developed a distinct design style that is a combination of our Australian and Danish backgrounds. When it came to launching our range in Australia in 2011 we had a very clear idea of how we would approach it. Launching an unbranded collection has never been an option.
What are the benefits for retailers stocking your brand?
We have created 17 amazing collections over the past five years that define our brand’s image. Each is original and therefore creates a point of difference, which is extremely important for our retailers given the large amount of ‘sameness’ out there. Our stockists are carefully selected to ensure that our ideals match, while all display, packaging and marketing material complement and present the collections as being of exceptional standard.
What challenges did you face when introducing a new brand to Australia?
Our biggest challenge was that we were new to Australia, having moved from Denmark. We had no customer base to work from so it was a question of identifying our potential stockists and travelling a lot to introduce ourselves and our brand.
Do you think there are characteristics that make a brand distinctly Australian?
In 2010 we decided to travel around Australia for six months in order to see the country and enjoy its incredible natural beauty. This turned out to be an amazing experience and many of the collections we have designed since have been inspired by the coastline, outback and beautiful Australian flora.
What is it about those characteristics that gives your brand appeal in the marketplace?
Our other motto is ‘Danish Design ... Australian Artistry’ – a notion we believe is clearly evident in our collections. People who buy our jewellery have made a clear choice to purchase a piece they identify with for the quality and design, in the same way they would buy a piece of art.
What distinguishes your brand from competitors?
Our designs are unique and easily recognisable because of the clean lines and sculptural, dynamic forms. We design our collections around a theme and follow that idea carefully so that every piece in the range complements one another.
Each piece is engraved with the collection’s name so the owner knows which design they are wearing. The stories that accompany the collections are important to us and also provide the purchaser with a valuable understanding of the piece. It’s a long process but worthwhile in order to maintain our brand’s integrity.
What have been some major achievements for the brand?
We’re proud to have established ourselves as an exclusive brand in Australia and have achieved our short-term goals with 40 fabulous stockists around the country. We have also generated attention as a result of national TV presenters like Deborah Knight, Karina Carvalho and Melissa Downes who have worn our jewellery on prime-time news and morning shows.
What’s been your most innovative marketing campaign?
Our most innovative campaign actually is one that we’re working on right now for our upcoming collection ... stay tuned.
What’s next? How will the brand evolve?
We have just launched our first pearl jewellery collection featuring South Sea and Tahitian pearls.
We will also continue to expand our stockists list within Australia, focusing on areas with international tourist trade. Recently, we launched in New Zealand and will look at other international markets in the near future.
What’s your favourite product from the latest collection?
The Martini earrings from our new pearl collection are an absolute favourite. They really highlight the essence of our contemporary pearl designs with their sleek lines and brushed 18-carat yellow gold.
What is your brand’s philosophy?
Since starting our business in 1995, we have been creating original jewellery designs that place great importance on structure and form. Our design motto is ‘Simply beautiful ... Beautifully simple’, which is a philosophy that can be seen in our collections. Lene and I are very demanding and our design process is quite long, so a collection is painstakingly curated to ensure that every piece is the best it can be both in quality and design.
Why did you decide to develop a brand rather than sell unbranded jewellery?
Having worked in the jewellery industry for more than 30 years, we’ve developed a distinct design style that is a combination of our Australian and Danish backgrounds. When it came to launching our range in Australia in 2011 we had a very clear idea of how we would approach it. Launching an unbranded collection has never been an option.
What are the benefits for retailers stocking your brand?