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Les Georgettes is gearing up to make a strong impact in the Australian and New Zealand markets
Les Georgettes is gearing up to make a strong impact in the Australian and New Zealand markets

Les Georgettes commits to Australian jewellery market

A recent visit by its vice president and the establishment of a wholly-owned subsidiary indicates that French jewellery company Les Georgettes is committed to making an impact in the Australian and New Zealand markets.

Les Georgettes is part of the Renaissance Luxury Group and its vice president Frederic Brunel-Acquaviva visited Sydney in early October with the aim of strengthening business operations.

It follows the establishment of a wholly-owned Australian subsidiary business, Renaissance Luxury Australia, in June.

Brunel-Acquaviva explained there were several reasons for his visit, including the review of the subsidiary’s operations as well as the sales and marketing strategy for the customisable jewellery range.

“We have confirmed four sales reps for now, including Anders Glaesel and Ann Marie Conway who have managed the local operations since June, to cover NSW, Victoria, Northern Territory and South Australia as well as New Zealand,” he added.

He also met with the three buying groups, Nationwide Jewellers, Leading Edge Group Jewellers and Showcase Jewellers.

“We wanted to better introduce ourselves to the groups and fine-tune how we can collaborate with efficient synergy,” he explained.

Opportunities abound

Brunel-Acquaviva acknowledged that the local market was “suffering a bit” by the economic situation and retail challenges.


”We can offer a wider product range with six new releases per year and be closer to the market and willing to listen better to feedback from the trade and consumer.”
Frederic Brunel-Acquaviva, Les Georgettes vice president

He added that although retailer confidence had dropped resulting from the “failure” of some high-profile brands such as Endless Jewelry, he was confident there was a gap in the market for a range like Les Georgettes.

“There is a great opportunity in this market environment as the end consumer wants to feel special and our customised branded concept offers unique and exclusive high-end, quality products made in France and at very affordable prices,” Brunel-Acquaviva said.

“We are also providing a retail solution as our merchandising is eye-catching with a bunch of colours that create in-store traffic; the concept to buy separate leather bands to mix and match increases customer loyalty by having them coming back more often to the stores to buy for themselves but also for gifting.”

Market history

Duraflex Group Australia (DGA) first introduced Les Georgettes to the local market in August 2016; however, DGA ceased distribution following the news that Les Georgettes had larger plans by establishing its own operation in Australia.

Brunel-Acquaviva said there were many advantages to having a company-owned subsidiary rather than a local distributor to serve the Australian and New Zealand markets.
 
“We have 100 per cent control on local stock inventory, a more dedicated sales team, higher marketing budgets and efficient digital actions, such as collaborations with bloggers, influencers and retailer contests,” he explained.

“The direct distribution from manufacturer to retailer also ensures a better price structure for both retailer and end-consumer, we can offer a wider product range with six new releases per year and be closer to the market and willing to listen better to feedback from the trade and consumer.”

In addition to Australia, there are Les Georgettes subsidiaries in the US, Germany, UK, Italy, Hong Kong, China and Japan. It also has distributors in 50 countries.

Les Georgettes, which launched in Europe in November 2015, is a joint collaboration between jewellery manufacturer Altesse and leather goods manufacturer Texier, both of which are owned by Renaissance Luxury Group. 

“Altesse is a fashion jewellery manufacturer established in 1905 and Texier is a leather manufacturer established 1960 – we have more than 100 years of experience and know-how,” Brunel-Acquaviva explained.

The range offers another take on the customisable trend with metal jewellery consisting of reversible – and interchangeable – colourful band insets.

the range







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Sunday, 19 November, 2017 09:16pm
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