Following months of planning, company CEO Gavin Baird said the industry’s largest annual gathering was an ideal opportunity to signal to the industry that BECKS, with its rich history and commitment to the local trade, is here to stay.
“For us, it all starts in Sydney. The new direction, look, incredible new products and precious metal displays will all be on show with the BECKS staff excited and ready to go, and we can’t wait,” Baird told Jeweller.
“There was a collective view that the brand and colours needed to be lighter, reflective of a luxury style and in line with global marketing trends and imagery in the international jewellery space.
"We wanted BECKS products to be the star, with a softer but contemporary colour palette complementing the new look and direction, while still being supported by a personal story.
“This change in style has been well received and will be reflected in our advertising, point of sale, and marketing collateral moving forward as we refine and explore our new look.”
Baird explained that new product development had a focus on quality over quantity, with a team of around 12 people working on the project since October. It’s an exhaustive process – researching global jewellery, fashion, and colour trends, developing proposals, prototypes, and continuously refining products.
The end of the line is in sight; however, with the Sydney Fair providing an ideal opportunity to reach buyers – and with early feedback on the new releases already strong – the momentum is building.
“Feedback on this year’s new product ranges has been super positive, and indications are that demand will be high, so we are gearing up production to make sure we can keep up with the level of orders we anticipate,” Baird continued.
“Importantly for us, the philosophy will continue to be about producing new products and range extensions that reflect consumer buying patterns, are ahead of the market, and ultimately help our customers make sales.”
He added: “We’re now also introducing new display sample ring ranges of our best sellers and tray packages. It’s a move that reflects our understanding of changing customer needs and our commitment to evolving – while still staying true to our core ranges and styles.”
Peter Beck founded the Peter W Beck Company in 1976 alongside his wife, Ann Beck. The pair worked tirelessly over four decades, building the business into an ambitious market-leading provider of precious metals products and services.
Ann Beck passed away in September 2021, and Peter in December of the same year. Shortly before their passing, Greville Ingham returned to the family business working with Peter, and his daughters Carol and Jenni. After Peter’s passing, Ingham stepped into the managing director position and implemented a brand update which included a name change to Becks.
Fast forward to September 2024, and the local jewellery industry was stunned by the news that Ingham had unexpectedly passed away. At the time, Peter Beck’s daughters – Carol and Jenni – expressed gratitude to the broader industry for messages of support and extended a commitment to continuing the legacy of the business.
The sisters have been true to their word, each moving into a managing director position and working closely with Baird as CEO, who said that their shared lifetime of experience within the business and broader industry has been critical in charting this new course for BECKS.
“The business was obviously rocked by the sudden passing of Greville. The family had to reset overnight and make major life decisions,” Baird explained.
“It was an easy decision for Carol and Jenni to step back into the business full-time as the managing directors, given their connection with the staff, knowledge of the business, time in the industry and sense of commitment. Despite the enormous sacrifices they made, there was never a question in their mind that they were the ones to carry the business forward.
“With well in excess of 30 years working in the business in various roles, we were very fortunate that Carol and Jenni could hit the ground running. They remain focused on honouring their father’s legacy, staying true to the BECKS DNA, and ensuring the best interests of the business and the industry are always at the forefront.”
The International Jewellery Fair will take place at Sydney’s International Convention and Exhibition Centre in Darling Harbour, beginning on 23 August.
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