More than 500 guests including Australia’s fashion media, jewellery retailers, selected celebrities and VIP’s gathered in Sydney’s famous Ivy ballroom to celebrate the launch of the Sweet Diamonds Collection, the latest range from Thomas Sabo.
Australia is one of the few international markets selected to sell the German brand’s Sweet Diamonds collection and as an indication of the importance of the Australian and New Zealand markets to the fashionable German jewellery brand, the company’s CEO, Bernd Stadlwieser attended the launch as well as two days of retailer partner meetings before the Friday night party.
Hosted by Channel Nine presenter, Natalie Gruzlewski, and with a special performance by Guy Sebastian, guests were treated to a busy night of glamour and entertainmentw which included a preview of the new Sweet Diamonds Collection.
The new Autumn/Winter 2012 Sterling Silver collection – Glam & Soul DANCE was also on show through the ballroom.
Sweet Diamonds marks Thomas Sabo’s first foray into diamond jewellery, with pieces featuring sterling silver and yellow gold. Phil Edwards, managing director Duraflex Group Australia, which distributes Thomas Sabo, said the brand would remain affordable.
“Sweet Diamonds signals the entry of the brand into the ‘genuine’ jewellery segment,” Edwards told Jeweller. “Developing the existing target group, this collection will also see expansion to new target groups, who are interested in ‘genuine’ materials. Sweet Diamonds is an extremely affordable luxury range and is priced from $100 to $300 and will be available from jewellers nationally late August.”
Duraflex conducted a road show presentation to its retail stockist with 100 attending the Sydney road show last Thursday and Friday, while Melbourne and Brisbane retailers were presented with the new range on the Tuesday and Wednesday.
Edwards said, “The Sweet Diamonds collection received an excellent response. We also presented the next release of the Special Additions Collection which also received an excellent review.”
In an interesting twist, a new fragrance product was also launched. The fragrances, dubbed Glam & Soul for women and Rebel for men, will be sold exclusively through official Thomas Sabo partners.
“We look at the fragrance as a brand and marketing feature of Thomas Sabo. It's not designed to be a mainline product. We don't expect all jewellery retailers to suddenly become perfumeries or beauty houses the fragrances are a nice add-on as a branding statement,” Edwards explained.
According to Edwards, Bernd Stadlwieser was very impressed with the quality and performance of local retailers.
“It was excellent to have Bernd here and have his support. He was very happy, and to have positive feedback from the CEO in Germany gives us great comfort that we're doing the right thing in Australia, not just by the brand but by the market responding well to the brand,” Edwards said.
The Thomas Sabo range has become popular with fashion designers and many celebrities. Along with Natalie Gruzlewski and Guy Sebastian other celebs included Luke Jacobz, Lizzy Lovette, Zoe Cramond, Amber Sherlock and Brendan Moar.
The party was in full swing by 9pm as the celeb list grew to include, Laura Csortan, Chris Sebastian, Jaynie Seal, Haley & Nathan Bracken, Maude Garret, Zoe Balbi, Sally Singleton, Casey Burgess and Ali Mutch.
More than 500 guests including Australia’s fashion media, jewellery retailers, selected celebrities and VIP’s gathered in Sydney’s famous Ivy ballroom to celebrate the launch of the Sweet Diamonds Collection, the latest range from Thomas Sabo.
Australia is one of the few international markets selected to sell the German brand’s Sweet Diamonds collection and as an indication of the importance of the Australian and New Zealand markets to the fashionable German jewellery brand, the company’s CEO, Bernd Stadlwieser attended the launch as well as two days of retailer partner meet