Thomas Sabo is a man of few words. For someone who has taken many jewellery markets by storm as much with his flamboyant appearance as his jewellery, Sabo does not so much choose his words wisely, as simply have little to say.
Sabo was in Australia for the first time for the October opening of the Thomas Sabo flagship store at Sydney’s QV Building.
On a small stage erected for the press conference in the middle of the opening cocktail party, and later at a high-powered event hosted by Natalie Bassingthwaighte, Sabo simply welcomed everyone, saying, “ This is my first time to Australia. I really like it and I want to come back with my family. Thank you for coming to celebrate Thomas Sabo. Please enjoy the party.”
Partying is one thing Sabo does know, at least when it comes to launching new product.
Sabo’s “Time to Party” launch at the Ivy Room spared no expense with some 300 guests sipping bottomless flutes of Moet and snacking on canapés while watching dancers draped in Thomas Sabo.
Moments before, Duraflex managing director Phil Edwards had introduced the night, while monochrome video beamed across the room on three huge screens. The montage was edgy, modern and unveiled
the new range of Thomas Sabo watches – 60 in total.
Edwards gained the Australian rights to distribute the range in 2006. The brand – which is available in around 1,500 stores throughout Europe, with 800 in Germany alone – really began to gain a foothold when the Charm Club range was released at the 2007 JAA Jewellery Fair, Sydney.
Since then, Edwards and his team have been so successful in selling and marketing the brand’s strengths and cutting-edge style that the establishment of a flagship store was only a matter of time.
“We wanted to create a brand statement that signified the luxury of the Thomas Sabo brand,” Edwards said. “The flagship store is intended to stimulate brand awareness and is an acknowledgement of Thomas Sabo’s international status.”
The 45sqm store stocks the entire Thomas Sabo collection. Plans are now in place to establish a Thomas Sabo flagship in every capital city of Australia – as soon as the as appropriate -location is found for each one.
There will be no other flagships after this, according to Edwards: “It’s limited,” he said. “We must control it for our retail stockists.”