Branded jewellery has become one of the most powerful tools available to independent jewellery retailers seeking to increase their customer base and strengthen their market presence.
For many stores, it represents one of the fastest and most effective ways to attract new foot traffic. This is because it introduces consumers, who already carry a strong emotional connection to the brand, to the business. In this way, branded jewellery brings with it a ‘ready-made’ audience, who are loyal, engaged, and often eager to make a purchase.
In today’s digital marketplace, those consumers are merely a click away. Looking for proof? Pandora currently has 11.3 million followers on Instagram. On the same platform, Vivienne Westwood has 4.2 million followers, Furla has 1.7 million followers, and Philipp Plein has 1.6 million followers.
These are considerable audiences, willingly receiving regular updates about the brand via social media, and they aren’t alone – Thomas SABO (367,000 followers), Nomination Italy (129,000 followers), and Coeur de Lion (103,000 followers) each boast dedicated audiences.
Each of these followers represents a potential customer who could walk through the doors of your jewellery store.
Beyond the charm of name recognition, stocking branded jewellery also offers retailers access to professionally designed collections and well-crafted marketing campaigns, often with minimal upfront investment. It’s a strategic shortcut that allows independent stores to compete with larger chains without sacrificing their unique identity.
When an independent retailer chooses to stock branded jewellery, they’re effectively placing their business on the fast track to sales and tapping into a built-in audience of loyal followers who already have an emotional investment in the brand.
Put simply, the hard work of building trust and forging a connection between product and consumer has already been completed.
The retailer, in this case, inherits a ready- made relationship that not only brings foot traffic but also encourages repeat visits and ongoing purchases, particularly when it comes to personalised or customisable collections.
Once these customers are through the door, the opportunity expands further. This is a chance for the retailer to guide the customer’s attention beyond the branded offering! The goal?
To introduce them to other products in a way that feels natural and engaging.
A subtle yet effective tactic is first to show the customer what they came in for, then casually ask for their opinion on a new range or product line that has been recently added to the store.
This approach invites their perspective, giving your staff a chance to showcase other items and potentially provoke an additional sale. At the same time, you’re reminding the customer that their opinion matters and they are valued.
In this way, branded jewellery becomes more than just a draw card; it’s a strategic catalyst. It not only drives traffic but also opens the door to broader sales and deeper customer engagement across the entire store.
With that said, this is merely the tip of the iceberg! To understand the significance of branded jewellery, it’s helpful to reflect on where this story began.
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| Nomination by Timesupply | Thomas Sabo by Duraflex Group Australia |
How did we get here?
It’s essential to distinguish between jewellery brands and branded jewellery. This is a nuance often overlooked; however, it is crucial to understanding the evolution of the modern jewellery market.
Jewellery brands typically operate under a vertically integrated business model, meaning they design, produce, and sell their pieces exclusively through company-owned stores. These are not available to independent retailers and exist outside the traditional wholesale framework.
Branded jewellery, on the other hand, is a distinct category, explicitly designed to be stocked by independent retailers. It allows these stores to participate in a broader ecosystem without relinquishing their independence.
This relatively recent embrace of branding in jewellery is striking, especially when compared to watches, where brand identity has always been paramount.
A typical jewellery store two decades ago might have displayed unbranded gold and diamond pieces on one side of the entrance, while the other side was filled with watches, all of which were clearly branded. Customers selected watches based solely on the brand, while jewellery purchases were primarily driven by design or material, rather than the name.
As a trade, jewellery was somewhat late to the branding phenomenon that had already reshaped other consumer industries. The shift began in earnest in the early 2000s, provoked by the remarkable success of Pandora.
At the time, Pandora operated on a wholesale distribution model, enabling independent jewellers to stock its products. This approach proved highly effective, eventually becoming the blueprint for many emerging brands in the years that followed, even as Pandora itself moved into direct retail.
Australia, interestingly, was among the first markets to embrace this shift fully. When Pandora began gaining traction, it was Australian consumers and retailers who helped shape the brand’s momentum.
As this unfolded, many within the local industry watched with great interest, curious to know if similar principles could be loosely applied elsewhere. Among them was Steve der Bedrossian of SAMS Group, who recently wrote about the development of Pink Kimberley and Sapphire Dreams.
“For many, it was an unexpected curveball. More importantly, it gave retailers the confidence that branding could be successful for jewellery, as it had been for watch brands,” he explains.
“With a background in marketing and branding, I was convinced that the same principles could be applied elsewhere and that this jewellery model was here to stay. It offered retailers a clear, cohesive product range they could sell with confidence, and consumers an identity they could connect with.”
Each brand is founded on the beauty of Australian diamonds and gemstones. Pink Kimberley combines the natural beauty of Argyle pink diamonds with award-winning contemporary design. Founded in 2021, Sapphire Dreams pays homage to the natural beauty of Australian sapphires, celebrated by the art of exceptional craftsmanship.
“In 2009, I launched Pink Kimberley, a brand positioned for the mid-range market. The key challenge was convincing retailers that they could confidently sell higher-priced items in a branded format,” der Bedrossian continues.
“Fortunately, Pink Kimberley resonated quickly. Certification played a significant role in building trust, and the brand’s comprehensive collection enabled retailers to offer a cohesive product range. This affirmed my belief that the branded model was capable of more.”
Indeed, the so-called ‘Pandora Phenomenon’ did so much more than elevate one brand to international stardom; it changed the trajectory of the entire jewellery industry.
Naturally, it inspired the launch of dozens of new brands, each hoping to replicate Pandora’s success by embracing similar strategies. Many would become household names, while others would fail. This experience would eventually teach retailers a valuable lesson about the importance of selection when considering overseas brands, as the price paid for miscalculating the market can be severe.
What began as a bold experiment has evolved into an industry staple. The brands that remain standing have, in various ways, demonstrated the enduring value and relevance of branded jewellery for independent retailers.
Where are we now?
Branded jewellery has come a long way. It’s no longer just about logos or riding on the success of a few big names.
Today, consumers are looking for more. They want quality, relevance, and values they can connect with.
The brands that succeed are those that adapt to these expectations and continuously reshape what branded jewellery means. Duraflex Group Australia offers an array of branded jewellery options, and managing director Phil Edwards highlighted Thomas SABO as an important case study.
The brand recently celebrated its 40th anniversary, and over that time, it has managed to strike a unique balance between preserving the original ‘rock and roll’ aesthetic that led to its rise and adapting to evolving trends.
“The branded jewellery landscape has evolved significantly in the past few years, influenced by shifting consumer values, digital innovation, and cultural changes,” Edwards tells Jeweller.
“Consumers want authenticity but also designs that feel current and wearable every day.
‘In turn, brands are responding by placing greater emphasis on storytelling and connection, ensuring it’s not just about the product itself but also the lifestyle and values it represents.
“We’ve also seen the rise of affordable luxury and demi-fine jewellery, and the shift towards ethical production and sustainability.”
In Australia, Thomas SABO is a sponsor of Miss Universe Australia.
This partnership has been highly successful in connecting with Gen Z audiences while delivering targeted brand relevance and increasing market visibility.
“Thomas SABO has built a rich heritage rooted in exceptional quality, craftsmanship, and iconic design. With over four decades in the global jewellery market, the brand continues to innovate while staying true to its core values,” Edwards explains.
“The brand offers retailers several advantages that make it a strong choice in a crowded market, most notably significant global brand recognition plus diverse and distinct product ranges, catering to a wide range of customer tastes, price points, and gifting occasions.”
He continues: “The frequent new product drops create urgency and excitement for consumers, driving repeat purchases and loyalty.
The global marketing campaigns and collaborations generate buzz and provide retailers with engaging visuals and social media content.”
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| Pandora | Pink Kimberley Diamonds by Sams Group Australia | Furla by Designa Accessories |
What’s in it for me?
It’s evident that branded jewellery is no longer just following fashion — it’s setting the pace. As consumers look for pieces that feel personal yet on-trend, design priorities are shifting.
Today’s shoppers seek versatility, individuality, and a fresh take on style that transitions seamlessly from day to night.
The result? A more confident, fashion-forward approach to jewellery design that stands on its own.
Designa Accessories highlighted Philipp Plein Jewellery as an interesting example of success in the category. Philipp Plein is a German fashion designer and the founder of the luxury brand Philipp Plein, established in 2004.
Recognisable for its bold, edgy, and extravagant style, the brand is well-known for its embrace of maximalism. Head of brand Samantha Jackson said that these characteristics are already resonating strongly in the local market after a launch 12 months ago.
“We’ve seen strong demand for bold, standout designs that strike a balance between luxury and everyday wearability,” Jackson tells Jeweller.
“Mixed metals are gaining popularity, with silver tones starting to emerge as a notable shift in a market long dominated by gold. Layering is also key, as customers look for versatile pieces they can dress up or down across different occasions.
“Overall, jewellery is becoming a trend category in its own right, with branded jewellery brands increasingly interpreting true jewellery trends through the lens of their own DNA, rather than simply following brand-led trends driven by other categories such as apparel or accessories.”
As an added incentive, the Philipp Plein brand is extremely popular online, which is an interesting extra dimension for retailers to consider.
“Philipp Plein Jewellery stands out with its bold, maximalist aesthetic and strong brand DNA,” Jackson explains.
“It taps into the niche of loud luxury at an accessible price point, giving retailers something distinctive, high-impact and accessible to offer their customers.”
What else do we need to consider?
For independent jewellery retailers, repeat business is everything, and branded jewellery plays a key role in making that happen.
Furthermore, personalisation has emerged as one of the most potent drivers of loyalty, with customers seeking pieces that reflect their identity and story. When done well, customisable branded jewellery keeps shoppers coming back to build, layer, and personalise over time.
As an example, consider Nomination Italy, founded by Paolo Gensini in 1983. Nomination Italy has been distributed across Australia and New Zealand by Timesupply since 2018.
Best known for its iconic composable bracelet collection, Timesupply director Ken Abbott says the brand has carved out a strong position in the personalised jewellery space by successfully tapping into the demand for customisation like few others in the market.
“The Composable Collection lets customers create truly personal bracelets by mixing and matching links to reflect their style, milestones, and stories. This unique concept drives repeat visits and encourages gift purchases, delivering strong, ongoing sales opportunities,” Abbott explains.
“Positioned between fashion and fine jewellery, Nomination Italy offers accessible luxury with immediate visual impact, appealing to all genders and ages.
“Retailers benefit from a well-established brand, exceptional craftsmanship, marketing support, and more than 2,000 link options - ensuring virtually unlimited repeat business and making it a reliable, top-selling in-store choice.”
Nomination’s jewellery is handcrafted in Florence using a range of materials, including 18-carat yellow gold, 9-carat rose gold, sterling silver, enamel, and stainless steel.
Abbott also drew attention to Coeur de Lion - a German jewellery brand founded in 1987 which enjoyed tremendous interest at the recent International Jewellery Fair in Sydney.
“Retailers across Australia and New Zealand are experiencing strong success with Coeur de Lion, the award-winning German brand celebrated for vibrant design and exceptional craftsmanship,” Abbott says.
“Coeur de Lion combines fashion-forward design with accessible luxury, attracting women of all ages.
“Retailers enjoy strong consumer demand, repeat purchases, and the benefits of a globally recognised brand with international awards and a loyal customer base — making it a profitable, high-appeal addition to any jewellery offering.”
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| Ania Haie by Duraflex Group Australia | Ellendale Diamonds | Coeur De Lion by Timesupply |
What’s the secret to longevity?
The key to longevity in the branded jewellery space lies in a brand’s ability to evolve with changing consumer tastes, while staying grounded in the core identity that made it desirable in the first place.
In recent years, Vivienne Westwood has been another interesting example of a brand that has faced this challenge head-on.
Like many established brands, it has had to maintain its distinctive aesthetic and design philosophy, which built its global following, while responding to shifting market dynamics.
This includes the increasing trend of watches being styled and worn more like jewellery, and John Rose, CEO of West End Collection, says it’s been rewarding to watch this evolution.
“I think over the past few years, Vivienne Westwood has started to lean into the philosophy of watches as jewellery and based on the reception we’ve had to the new releases, I can see that continuing in the future,” Rose tells Jeweller.
“The response to these products has been phenomenal; this collection has certainly generated more attention and interest than some of the previous collections, and it’s a brand that is really building momentum.”
Striking that balance between innovation and authenticity is what separates lasting brands from fleeting trends. Edwards also highlighted London-based jewellery brand Ania Haie as an interesting example, as each collection reflects a specific fashion trend at the time of release.
“Ania Haie has firmly positioned itself as a go-to brand for trend-led, affordable luxury jewellery, delivering style, quality, and accessibility in equal measure,” Edwards explains.
“With a clear focus on current fashion trends and consumer buying behaviours, Ania Haie continues to be a high-performing brand for modern retailers who want to offer customers stylish, stackable pieces at compelling price points.”
Edwards said that brand relevance is always the key to longevity in the market, stemming from the ability to remain meaningful and desirable to consumers over time.
“It’s about staying true to their brand identity whilst evolving with their audience. Consistently creating authentic designs that combine quality craftsmanship and nurturing connection with their customers/community,” he explains.
“In today’s market, consumers don’t just buy jewellery, they buy into what a brand represents.”
Finally, consider the heritage of Furla. Since 1927, the brand has been dedicated to creating luxury-standard accessories that are accessible to a broad audience of consumers.
Jackson says that it is remarkable that, despite operating out of a 300-year-old villa in Italy, the brand manages to thrive in an evolving industry.
“Furla Jewellery creates a seamless link with the Maison and Timepiece collections, celebrating Furla’s Italian heritage by incorporating iconic brand symbols into modern, playful designs,” Jackson explains.
“High-quality craftsmanship and attractive price points make the collection an accessible, aspirational, and differentiated offering for retailers.”
With that in mind, Jackson continued by explaining that longevity and timeless appeal in branded jewellery come down to two factors: strong brand DNA and authenticity.
“The collections need to feel distinct and true to the brand, while keeping in step with current jewellery trends,” she revealed.
“And especially for brands like Philipp Plein or Furla, it’s important that the designs also echo the bigger brand story so the collections feel naturally part of their world and continue to resonate with brand loyalists and the broader jewellery audience over time.”
What’s the next step?
Stocking branded jewellery gives retailers a decisive advantage, bringing new customers through the door, many of whom are already emotionally connected to the brand they’re seeking.
While that may win the first battle, the long game is about turning those one-time buyers into loyal, repeat customers of your store and not just the brand.
To achieve this, your staff must understand the motivations behind each branded purchase and be prepared to engage in a manner that fosters trust and rapport.
It’s not just about selling a product; it’s about offering a seamless, valuable experience that positions your store as their go-to for all jewellery needs.
Remember, branded jewellery may open the door; however, it’s the in-store experience that determines whether they choose to come back.
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