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StyleRocks founder - Pascale Helyar-Moray
StyleRocks founder - Pascale Helyar-Moray

New jewellery website targets ‘customisers’

A new website allows visitors to customise their own jewellery including choosing metals, finishes, plating, gemstones and engraving options.
StyleRocks founder and CEO, Pascale Helyar-Moray, said the site offers women’s and men’s rings, necklaces, bracelets, earrings and cufflinks. Working alongside an Australian jewellery wholesaler, Helyar-Moray said customers have access to a variety of different styles and designs in an attempt to widen the site’s ability to personalise pieces.

“Jewellery customisation to date involves going to a jeweller to design your piece and it can be time-consuming and expensive, you typically don’t do it for items less than $1,000,” Helyar-Moray told Jeweller. “We’re seeing a trend towards customisation as people move away from mass produced items towards something personal.”

Helyar-Moray said her website was proving popular with the bridal market, particularly wedding rings, with more couples choosing their rings together. She added a higher percentage of purchases are being made by men due to the ease of customisation and convenience of online ordering and home delivery.

“We’re seeing a real appetite from the bridal market, couples love choosing metals, and engravings,” Helyar-Moray said. “Men are a sizeable market for us, besides the convenience we offer, there’s the brownie points factor.”

The idea for StyleRocks stemmed from Helyar-Moray’s interest in the Shoes of Prey website, an online customised shoes business formed by Jodie Fox, former Telstra NSW Business Woman of the Year.

“Being pregnant, the last thing I wanted to do was go to the shops, so I went online and couldn’t find anything I like in the metals I wear or the stones I love,” Helyar-Moray said. “I saw the Shoes of Prey website and I thought the ability to design your own jewellery – exactly as you want it, was what I needed to create.”

Feedback thus far has been positive according to Helyar-Moray and recently Jodie Fox, a director of Shoes of Prey director, was appointed StyleRocks brand ambassador.

“Jewellery is one of the most personal items we own – to be able to create exactly the right piece, expressive of the occasion and my style is a perfect fit,” Fox said.

Helyar-Moray said the feedback in local media and the social media endorsement from customers helped gain repeat business and has increased the amount of customer referrals.

“Seeing repeat customers is the best form of endorsement – they’re posting photos on Facebook and Twitter, spreading the word,” Helyar-Moray added. “Sky News called it a ‘fashion revolution and Vogue Brides said we’re the ‘perfect place to order and customise wedding bands’.”

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