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The new Charm Club Collection has been unveiled by Thomas Sabo
The new Charm Club Collection has been unveiled by Thomas Sabo

Thomas Sabo unveils new charm collection

Thomas Sabo has announced it will overhaul its Charm Club collection in order to meet new market demands and ‘better represent’ its next generation.

The new Generation Charm Club collection will be introduced to local retailers at the biannual Duraflex Group Australia (DGA) roadshow events, which will be held from 30 to 31 January in Melbourne, 2 February in Perth, 4 to 8 February in Sydney and 19 February on the Gold Coast.

Phil Edwards, Duraflex Group Australia managing director
"The new charm designs represent all generations of collectors, creators and jewellery lovers – in a completely new way.”
Phil Edwards, DGA managing director

The collection will be available in stores from 1 March.

Phil Edwards, managing director of Thomas Sabo’s local distributor DGA, explained the reasoning behind overhauling the charm collection.

“In 2017, Thomas Sabo celebrated the 10th anniversary of the Charm Club – a collection that is the very foundation of the brand’s international success,” Edwards told Jeweller, adding, “It was time to recreate the Charm Club success story. The new charm designs represent all generations of collectors, creators and jewellery lovers – in a completely new way.”

Collection highlights

The new range will include 260 revamped charms in 925 sterling silver, 18-carat yellow gold plating and classic natural materials.

For the first time, the brand has also included single earrings, which are designed to be mixed and matched. Furthermore, it has also added its Rebel at Heart designs to the charm club in direct response to further capitalising on the male and unisex market, Edwards explained.

“With the addition of the unisex Vintage Rebel designs, Generation Charm Club now addresses all Thomas Sabo target groups,” Edwards said.

“The Rebel designs are edgy and have become iconic to the brand, so commercially it now makes a lot of sense to incorporate them into the Charm Club.”

Asked if there are any stand out pieces in the collection Edwards anticipates to be particularly popular, he made note of the vintage styles.

“Vintage Charm jewellery is the jewellery trend in haute couture, so we anticipate the vintage letters and star signs to prove popular,” he stated, adding he also expected the single earrings – which are a “completely new product offering for the Charm Club collection” to do well.

Additional items include chokers and motifs such as vintage star signs and talismans.

Thomas Sabo is part of DGA’s portfolio, which also includes TW Steel, Nikki Lissoni and Engelsrufer.

The collection









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Thomas Sabo unveils new collection




















Friday, 22 June, 2018 07:28pm
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