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Advertising Report













Aussie brands: Interview with Gerri Maunder

Gerrim

Brand: Gerrim
Founded by: Gerri Maunder
Product categories: Rings, pendants, earrings, bracelets, chains
Distributed by: Gerrim International
Other (Non-Australian) markets: New Zealand
Website: www.gerrim.com
Phone: 1800 GERRIM

 

What is your brand’s philosophy? 
Our overriding ethos is ‘Pride in Ownership’. It is an idea emphasising the lasting quality of a great piece of jewellery that ultimately becomes a family heirloom and accumulates value for future generations.

Why did you decide to develop a brand rather than sell unbranded jewellery? 
We don’t brand product. We brand ourselves. What we provide is Gerrim’s good name, our service and our unique product offering.

What are the benefits for retailers stocking your brand? 
There are a number of benefits for retailers that carry our brand. The first of which is Gerrim’s flexible business approach that enables us to change and respond to trends – both local and overseas – and deliver these into the Australian market in a prompt manner and at a reasonable price.

We believe another significant point of difference is our marketing material in the form of retail brochures and postcard invitations for the end consumer. Having this sort of material enables retailers to easily promote Gerrim’s product directly to their customers. Above all, we are a responsive and trusted supplier that delivers a quality product, while keeping abreast of all that is happening locally and internationally.

What challenges did you face when introducing a new brand to Australia? 
Having retailers – or anyone for that matter – embrace the unknown is always going to be a bit of a challenge.

We endeavor to ensure that Gerrim’s profile is at the forefront of the retailer’s thoughts when considering new product for their stores. This is achieved through the creation of personal in-store presentations for our jewellery, which is supported with marketing material.

We have found that Gerrim’s in-store representation has been vital when introducing new product. We also align new product releases to the Australian jewellery fairs, at which we are regular exhibitors.

Do you think there are characteristics that make a brand distinctly Australian? 
We believe that the Australian woman wishes to be seen as a classically elegant, fresh and vibrant person. We apply these attributes to our design philosophy and in turn our brand and all that it stands for.

What is it about those characteristics that gives your brand appeal in the market? 
Our catch phrase ‘Pride in Ownership’ represents a unique jewellery style. Our belief is that women should be proud to wear jewellery that is based on a timeless style.

It has been our experience that once retailers ‘get’ the Gerrim catch phrase it becomes easier to sell to their customers, and certainly these customers return to add to their jewellery wardrobe knowing they feel good with what they have chosen to wear. Many of Gerrim’s stockists request additional pieces in the vogue of what’s currently trending.

What distinguishes your brand from competitors? 
The flexibility we have to not only change and respond to trends but also get that trend or idea to our retailers with appropriate marketing material is one of the keys to our success. Our prompt delivery of a quality bespoke product coupled with our excellent customer service sets us apart. Now in our 20th year as a supplier to the Australian jewellery trade, we are known for our integrity and reliability.

What have been some major achievements for the brand? 
Gerrim has been recognised as a ‘Rising Star’ by one of Australia’s largest independent buying groups. As the founder of Gerrim, I am proud the business has received this recognition as it validates all the efforts we have made to become a success in this industry.

What’s been your most innovative marketing campaign? 
Our recent Jewellery Wardrobe collection has been taken on by several independent retailers.

It has proven to be a real winner in delivering beautiful product and helping our retail clients to establish themselves as a supplier of the finest things a women could want in her jewellery wardrobe.

What’s next? How will the brand evolve? 
Gerrim continually sources ideas, gemstones and stories in order to develop pieces that will become future heirlooms to be enjoyed by women everywhere. We are constantly evolving.

What’s your favourite product from the latest collection? 
My favorite piece is our engraved photo ball. It has been our signature piece for a number of years and continues to enthrall the next generation of Gerrim purchasers.


What is your brand’s philosophy? 
Our overriding ethos is ‘Pride in Ownership’. It is an idea emphasising the lasting quality of a great piece of jewellery that ultimately becomes a family heirloom and accumulates value for future generations.

Why did you decide to develop a brand rather than sell unbranded jewellery? 
We don’t brand product. We brand ourselves. What we provide is Gerrim’s good name, our service and our unique product offering.

What are the benefits for retailers stocking your brand? 
There are a number of benefits for retailers that carry our brand. The first of which is Gerrim’s flexible business approach that enables us to change and respond to trends – both local and overseas – and deliver these into the Australian market in a prompt manner and at a reasonable price.

We believe another significant point of difference is our marketing material in the form of retail brochure



PO Box 3168
Yeronga
QLD, Australia, 4104
Phone: 1800 437 746
Fax: 07 3848 9878
Email: sales@gerrim.com
Web: www.gerrim.com


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