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Articles from DIAMOND JEWELLERY (829 Articles)











Aussie brands: Interview with Raj Barmecha

Sparkle Impex

Brand: Ordysé
Founded by: Raj Barmecha
Product categories: Diamond jewellery
Distributed by: Sparkle Impex
Other (Non-Australian) markets: New Zealand
Website: www.sparkleimpex.com
Phone: 02 9267 6771

 

What is your brand’s philosophy? 
The Ordysé philosophy is to showcase the timeless beauty of diamonds in unique and novel ways.

Why did you decide to develop a brand rather than sell unbranded jewellery? 
Branding and packaging lend an identity to a product – a uniqueness that sets it apart from unbranded products. With the rise in disposable income and the purchasing power of today’s consumer, price-point has minimal impact on purchasing decisions. Attracting consumers is now a matter of branding – marketing, quality and presentation. 

What are the benefits for retailers stocking your brand? 
Sparkle Impex has successfully serviced the Australian jewellery industry for more than 28 years by providing it with meticulously crafted quality merchandise. Retailers stocking our uniquely fashioned Ordysé jewellery lines will not only benefit from having an exclusive range in their stores but also from our established tradition in excellent customer service.

What challenges did you face when introducing a new brand to Australia? 
The exciting part of introducing a new brand is in the process of conceptualising, designing and ultimately manufacturing a quality piece of jewellery in gold and diamonds. While these tasks are challenging in themselves, the real test lies in the presentation of the finished product. As a wholesaler, one must really take the time to understand their target market and then design a marketing campaign and packaging strategy that appeals to their tastes. If a wholesaler is able to so, retailers will stand ever ready to stock the product.

Do you think there are characteristics that make a brand distinctly Australian? 
Yes, definitely. When the Ordysé Rose and Champagne collection was launched in 2013, it was widely appreciated by our retailers for this very reason. The combination of a champagne diamond encased in a rose gold piece draws parallels to the earthy colours that make outback Australia so beautiful and unique. This range therefore gave our stockists products that they could proudly showcase as distinctly Australian. 

What is it about those characteristics that gives your brand appeal in the market? 
What sets Sparkle Impex apart is that the jewellery is designed to enhance and pay tribute to the timeless beauty of the diamond, rather than catering to passing fashion trends. It is because we believe in showcasing natural beauty, that we design our jewellery around our diamonds. By doing so, our brand captures the distinct essence of natural Australia rather than focusing on embellishment.

What distinguishes your brand from competitors? 
A few factors stand out here. A combination of a flawless track record, three decades of industry presence, a solid understanding of the Australian marketplace, unwavering support from our international bases and an excellent rapport with Australian retailers have helped us to earn their confidence in our brands.

What have been some major achievements for the brand? 
Ordysé is a new brand. It debuted with the launch of the Rose and Champagne collection, which garnered a tremendous response. In fact, upcoming fashion designer Helena Rose approached us in regards to featuring the top-sellers from the Rose and Champagne collection in one of her fashion editorials.


What is your brand’s philosophy? 
The Ordysé philosophy is to showcase the timeless beauty of diamonds in unique and novel ways.

Why did you decide to develop a brand rather than sell unbranded jewellery? 
Branding and packaging lend an identity to a product – a uniqueness that sets it apart from unbranded products. With the rise in disposable income and the purchasing power of today’s consumer, price-point has minimal impact on purchasing decisions. Attracting consumers is now a matter of branding – marketing, quality and presentation. 

What are the benefits for retailers stocking your brand? 
Sparkle Impex has successfully serviced the Australian jewellery industry for more than 28 years by providing it with meticulously crafted quality merchandise. Retailers stocking our uniquely fashioned Ordysé jewellery lines will not only benefit from having an exclusive range in their stores but also from our established tradition in excellent customer service.

What challenges did you face when introducing a new brand to Australia? 
The exciting part of introducing a new brand is in the process of conceptualising, designing and ultimately manufacturing a quality piece of jewellery in gold and diamonds. While these tasks are challenging in themselves, the real test lies in the presentation of the finished product. As a wholesaler, one must really take the time to understand their target market and then design a marketing campaign and packaging strategy that appeals to their tastes. If a wholesaler is able to so, retailers will stand ever ready to stock the product.

Do you think there are characteristics that make a brand distinctly Australian? 
Yes, definitely. When the Ordysé Rose and Champagne collection was launched in 2013, it was widely appreciated by our retailers for this very reason. The combination of a champagne diamond encased in a rose gold piece draws parallels to the earthy colours that make outback Australia so beautiful and unique. This range therefore gave our stockists products that they could proudly showcase as distinctly Australian. 

What is it about those characteristics that gives your brand appeal in the market



PO Box A2285
Sydney South
NSW, Australia, 1235
Phone: 02 9267 6771
Fax: 02 9267 6658
Email: info@sparkleimpex.com
Web: www.sparkleimpex.com


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Saturday, 21 September, 2019 11:01am
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