SJ Jewels pursues overseas expansion

Posted March 08, 2011 | By Lorna Goodyer

Boutique jewellery supplier SJ Jewels is poised to launch its silver collection in the UK after securing a distributor for its Saramai label.

The company, which wholesales a niche collection of antique-inspired gold and silver jewellery out of Sydney, has already secured three stockists and has a London-based distributor on the hunt for more.

The official launch will take place at the International Jewellery London (IJL) trade show in September, where SJ Jewels has secured a stand.

SJ Jewels owner Sarah-Jane Adams already runs an antique jewellery business between Sydney and London, and said this played a factor in her decision to take the brand to the UK.

“I have historical links with the UK and I think I have a fairly good handle on the UK and European markets,” she said, adding, “It’s a phenomenal amount of work to set up [a business in another country], but because I’m English I’ve already got all the infrastructure.”

In terms of stockists both in the UK and Australia, Adams said she wanted to ensure her business stayed boutique and manageable, while remaining on the look-out for new stockists where her niche jewellery collection would sit well. However, Adams said the business would like “to cover all parts of the country” in the UK.

Adams said her decision to initially launch in the UK with just her silver collection was intended to keep the operation simple to begin with, but added that the shaky UK economy and high price of gold were also contributing factors.

“The gold market is challenging. My distributor has told me that gold is not being stocked in such volumes [in the UK].”

SJ Jewels will launch new additions to its silver collection at IJL, as well as an antique-inspired packaging concept that will be specifically for the UK market.
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