New jewellery range gets V8 treatment

2.6 k views | Posted November 22, 2011 | By Aaron Weinman

Local supplier Speed Jewellery recently announced the creation of a collection of motorsport jewellery.

In an agreement with Australia’s iconic V8 Supercars racing owners, Speed Jewellery, in a brand partnership with former Formula One World Champion Alan Jones, will exclusively design and manufacture the V8 Supercars Championship ring, Winning Team ring and the Bathurst 1000 Winning Drivers rings.

After a soft launch at the Brisbane fair earlier this year, Speed is set to launch the new designs at the V8 Supercars Sydney Telstra 500 race on December 2.

Managing director of Speed, Colin Burn, told Jeweller the news of this deal is “perfect” for Speed’s target market, which caters predominantly toward motor racing fans and enthusiasts.

“This is a landmark deal with V8 Supercars Australia,” Burn said. “It’s big news for both our jewellery brand and the motoring industry.”

He hoped that the concept of Speed would entice more men into retailers, saying that Speed’s range gives men a reason to step inside more jewellery stores.

“We’ve got attractive point of sale merchandise to attract men,” Burn said. “There will be V8 videos playing and hopefully this helps our stockists get more men in jewellery stores.”

Burn added that men’s jewellery is growing in popularity around the world, and believes his innovative collections addresses the market here in Australia.

“I’ve noticed how popular men’s pieces are around Europe and Japan particularly and have always wondered why Aussie men haven’t embraced jewellery,” Burn said. “We have a strong motor racing culture here and it’s about giving men something they can identify themselves with.”

After securing the partnership with close friend Jones, Burn believes the brand can reach global heights with the influence of his brand partner.

“This is only the starting point,” Burn said. “With Alan’s contacts in the motor racing world, we hope to take this brand around the world.”

Jones said the V8 Supercars brand is something the Australian public relates to, and believes Speed’s designs will excite millions of V8 fans.

“This is an extraordinary opportunity for the fans who have a proven track record of purchasing V8 Supercars branded products,” Jones said. “I am delighted to be associated with what I believe is the most competitive and professional form of car racing. We established Speed to create new and innovative lines of jewellery dedicated to the motoring enthusiast.”

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