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Les Georgettes has gained stockists in more than 20 countries since its introduction in November 2015
Les Georgettes has gained stockists in more than 20 countries since its introduction in November 2015

Duraflex acquires another ‘personalised’ jewellery brand

Hot on the heels of acquiring two watch brands, Duraflex Group Australia has revealed it has secured the distribution rights of a European jewellery range in time for release at the Sydney fair.

Les Georgettes, designed and manufactured in Paris, offers another take on customisable jewellery with metal bangles consisting of reversible – and interchangeable – leather band insets.

The range will officially launch at the upcoming International Jewellery Fair (IJF) in Sydney, and Duraflex Group Australia (DGA) managing director Phil Edwards said Les Georgettes’ senior management staff from France would attend the show.

According to Edwards, the collection is already an international success, having gained stockists in more than 20 countries since its introduction to the market in November 2015.

He added that feedback following the collection’s trade fair appearances at BaselWorld and JCK Las Vegas was “excellent” and that negotiations to finalise the distribution deal were quite quick.

This is not the only European, customisable range distributed by DGA; it also supplies the likes of German brand Thomas Sabo, which offers the engravable Love Bridge range and Charm Club collection, and Dutch range Nikki Lissoni, which specialises in interchangeable coin jewellery.

Phil Edwards, Duraflex Group Australia managing director
Phil Edwards, Duraflex Group Australia managing director

When asked why the decision was made to acquire Les Georgettes given DGA’s other personalised jewellery collections, Edwards said: “Les Georgettes offers a point of difference and unique selling proposition – it is a completely new jewellery concept and complements our existing stable of European jewellery brands.”

Growing portfolio

The launch collection features more than 100 different bangles and 15 double-sided leather insets, offering 30 colour variations.

“This entirely new concept offers a collectible and attractive range of colours, designs and finishes that appeal to all women. We are confident our retail partners [stockists] and customers alike will embrace this new European brand,” Edwards said.

The addition of the Les Georgettes range quickly follows DGA’s expansion in the watch category. On 2 August, the supplier announced the creation of a new watch division after its acquisition of the distribution rights to the Police and Roamer watch brands.

DGA’s other brands in the category are Sekonda, Hirsch and Duraflex watchbands.

Les Georgettes is a joint collaboration between French jewellery manufacturer, Altesse and leather product manufacturer Texier.

The IFJ will take place from Saturday 27 August to Monday 29 August at the Sydney Exhibition Centre @ Glebe Island.

 

the range




More reading
Duraflex expands: acquires distribution Police, Roamer watches
Thomas Sabo forges on with ‘personalised’ jewellery
Thomas Sabo jewellery moves into ‘personalisation’












Friday, 22 June, 2018 12:06am
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