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Articles from STERLING SILVER JEWELLERY (866 Articles), GEMSET JEWELLERY (316 Articles), PERSONALISED JEWELLERY (33 Articles)










Gem Pops is a new range of customisable sterling silver jewellery
Gem Pops is a new range of customisable sterling silver jewellery

Gem Pops targets ‘switch style’ consumers

Increasing demand for customisable jewellery has spurred the creative director of New Zealand brand Kagi to introduce a fun new stand-alone jewellery collection.

Gem Pops is a range of sterling silver jewellery featuring interchangeable elements called ‘pops’. The line includes 14 designs and 27 pops composed of Swarovski crystals, gemstones and glass.

Kagi creative director Kat Gee said the concept for the new collection, which was in development for more than two years, stemmed from industry feedback.

Kat Gee, Kagi creative director
Kat Gee, Kagi creative director

She explained the pop could be inserted into different jewellery pieces within the range – including rings, necklaces, bracelets and pendants – and made an audible popping sound when snapped in place, appealing to the female customer who “likes to have fun with her look and loves being able to switch her style with ease”.

While Kagi, which was established in 2006, also specialises in jewellery with interchangeable elements, Gee said she had recognised an opportunity to “bring versatility to a younger demographic in a fun and fresh way”.

“We had numerous requests for us to create something that further pushed the boundaries of interchangeability – something that featured an interchangeable feature gem that wasn’t another extension of the bead bracelet,” she explained. “We tried and tested numerous styles before settling on this patented pop technology.”

Commenting on the relationship between Kagi and the new range, Gee explained, “Kagi and Gem Pops will sell well alongside each other but are completely different brands that appeal to different customers.

“Each brand requires its own clean space in-store and Gem Pops has its own unique merchandising and displays,” she added.


'Pops' are interchangeable gemstone, glass and Swarovski crystal elements

“Each brand requires its own clean space in-store and Gem Pops has its own unique merchandising and displays,” she added.

Gee said her experience with Kagi had provided a better understanding of what was expected from a jewellery brand.

“Our Kagi experience has been vital in giving us the knowledge on how to develop a fully cohesive branded offering, provide effective retail solutions and successfully launch a concept to market, [including] displays, branding, catalogues, packaging, look-books [and] VIP events.

“We know what we’re doing and what a retailer ultimately needs to make this brand successful in–store. We do everything that a global brand would do. We are putting everything into this and are very positive of its success.”

Gee confirmed Gem Pops was a preferred supplier with all three jewellery buying groups and noted that the first product release – delivered prior to Christmas – would be available to a selection of retail stockists across Australasia.

Retailers ca










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