Lovisa, the fashion jewellery monolith with a stable of more than 1,000 stores worldwide, attempted to block the Harli + Harpa brand name in the US in 2024 with a trademark application, which has now been resolved.
A report by the Australian Financial Review described the outcome as a ‘key victory’ for Harli + Harpa founder Shane Fallscheer against his long-time business partner Brett Blundy, the owner of Lovisa.
Falscheer was once CEO of Lovisa and has now gained access to the Harli + Harpa name through the United States Patent and Trademark Office.
“We’re a new brand on the high street, so that obviously comes with a level of excitement to our customers. We feel like we’re meeting the customer’s needs with the product we’re putting in front of them,” he said.
“I genuinely don’t have a store number that I’m working towards. We’re literally just looking at opportunities as they present themselves, and we’ll just work through as the right opportunities arise.”
Falscheer departed Lovisa in 2021 and launched Harli + Harpa in 2024. The company recently opened its first store in the UK, and now operates more than 70 locations in Australia, New Zealand, and South Africa.
“We are opening in Malaysia soon, and looking at Singapore, so that’s probably also come ahead of my forecast,” he added.
Much like Lovisa, the Harli + Harpa product range includes affordable jewellery and accessories, with most items priced in the lower double-digit range.
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