New bracelet from Simmons Jewellery, set for launch at the Sydney Fair
Legacy New York rebrands as Homage
Posted August 16, 2011 | By Aaron Weinman
Iconic Jewellery has rebranded its Legacy New York range as ‘Homage‘ out of respect to Legacy Australia, a welfare and support group.
Maria Vella, national marketing manager of Iconic Jewellery said the change was crucial in order to prevent confusion between the two organisations.
“Out of respect to the veterans and families, we wanted to prevent potential confusion. As our brand is growing bigger and bigger, we decided to rebrand Legacy’s name to Homage - Personalised Jewellery,” Vella said.
Legacy Australia is a long-standing welfare and support group for widows and children of deceased war veterans.
Vella said the new name was ideal because it incorporated all the values associated with the brand. “We wanted to keep the connection with the family and ‘Homage’ fits in with the genre of emotional and personalised jewellery.”
According to Vella, the name change coincides with a repositioning of the brand in the high-end segment of the jewellery market. “Legacy is a mid-range product in the US but the brand has started to appeal to high-end consumers,” Vella said.
Furthermore, Iconic Jewellery has acquired the Australian distribution rights for American men’s jewellery brand Simmons Jewelry. The agreement will see the brand stocked outside the United States for the first time.
Russell Simmons and his former wife, Kimora Lee Simmons, founded the brand along with sales executive, Scott Rauch.
The range consists of stainless steel bracelets, chains, pendants and rings, bringing a bold range of men’s jewellery to Australian shores. “I think Simmons Jewelry will have a similar effect on men as Pandora had on women,” Vella added.
With over 4000 stockists in the US, Iconic Jewellery will launch the Simmons range at the upcoming Sydney fair this month.
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