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Danish singer Medina features in STORY Jewellery's campaigns.
Danish singer Medina features in STORY Jewellery's campaigns.

Another Danish jewellery brand targets Australia

Danish jewellery brand Story by Kranz & Ziegler is continuing its international expansion with the announcement of an Australian distributor and an official launch at the Melbourne Jewellery Fair next month.
Story Jewellery Co. marketing and product development manager Lida FitzGerald says the directors of the local distribution company first came across the Danish brand while travelling in Europe. It wasn’t long before they began stocking the pieces in their Queensland retail stores. 

The range – which comprises a bracelet and pendant concept in many leather and natural gem combinations – quickly surpassed the directors’ sales expectations across the stores and drove them to look at wholesale distribution. 

FitzGerald says the Melbourne Jewellery Fair is the ideal place to debut the line not only because the timing coincides well with the company’s appointment as distributor but also because “Melburnians” are renowned for being fashion conscious and trend-setting. 

STORY Jewellery bracelet with leather band and customisable charms.
STORY Jewellery bracelet with leather band and customisable charms.
“Clearly, the accessibility of this evolutionary range will be limited to a cross-section of retailers and we are hoping to invite some of them to be part of this exciting journey,” FitzGerald explained.

The collection consists of 50 different bracelet designs, 20 necklaces and more than 200 charms. It also includes rings and earrings, with a men’s range coming soon.

In addition to the Queensland stores, Story by Kranz & Ziegler is currently stocked by a number of Australian retailers. 

The Danish jewellery company was founded in 2003 and first expanded into international markets two years ago. Its consumer marketing includes high production value video. 

Story Jewellery Co. has posted the most recent video campaign on its Facebook page and it will also be used in its future advertising, including the Melbourne Jewellery Fair. 

FitzGerald adds that the videos, which are produced by Story’s head office, will be available for use by future local retailers.  

Furthermore, she says the jewellery brand’s success in Europe, the US and Canada has inspired the company in its role as a local supplier. 

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