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Miss Universe Australia; Scherri-Lee Biggs alongside Julia Perrott-Clarke a finalist in this year's Miss Australia pageant
Temelli Jewellery makes Collins St debut
 3.1 k views | Posted October 25, 2011 | By Aaron Weinman
Temelli Jewellery opened the doors to its latest store while unveiling half a million dollars worth of pink diamonds.
Despite the pessimistic state of retail, the family-run Temelli Jewellery has bucked the trend and launched its fourth boutique store with a cocktail party attended by special guests including the current Miss Australia.
The new store opened last week on Melbourne’s upmarket Collins Street and the company’s marketing manager, James Temelli, told Jeweller that the family remain confident in its brand and business despite the negative attitude across the retail sector.
“The new store is great for our brand and the new range of products we have specifically for Collins Street tailors to our clients,” Temelli said. “We have also been able to attract a lot of attention from tourists in Melbourne’s CBD which was another motivating factor in wanting a CBD location.”
Temelli understands that opening another store in this dire climate is risky, but the family viewed the outlet as great opportunity. Temelli has been planning the move for the last seven or eight months.
“Having a store on Collins not only enables us to tap into the high-end market, but it reinforces the look and strength of our brand in our other three stores,” Temelli said. “We believe these factors are important for the store’s success.”
Temelli added that the company is looking to cater to a niche segment in the jewellery market, and this was a key factor in gaining a city location.
“We are looking to focus more on engagement and diamond rings, appealing to a different clientele,” Temelli added. “The Collins Street store will have larger collections, bigger pieces and different products.”
Temelli, which creates the Miss Universe Australia crown, presented its masterpiece at the launch and the current Miss Australia, Scherri-Lee Biggs, who will soon wear the crown, was in attendance.
Amid champagne, canapés and a host of guests, the Temelli Chandelier glistened at the store’s entrance. Hanging, as if to welcome guests to the exclusive opening party, the custom designed chandelier, feautures 260 solid aluminium diamond cut rods surrounding half a globe of 378 faceted crystal balls.
Along with the Miss Universe crown and the Temelli Chandelier, over half a million dollars worth of pink diamonds were unveiled at the launch party.
Temelli added that even though the party was strictly invites only, the public could admire the Miss Universe tiara and Temelli chandelier from outside.
According to Temelli, exhibiting such luxurious stones and elegant jewellery helps the retailer approach its desired target market.
“Being located in central Melbourne allows us to tap into certain demographics,” Temelli said. “Not only do we need to cater to our clients in Melbourne’s north, but our products are well suited to tourists wanting a luxurious souvenir from Australia.”
The new store features a unique range of pieces, including a selection of leather wallets, black and white diamonds and coloured stones the retailer believes are ideal for the upcoming summer.
Temelli also has stores in Melbourne’s south and south-eastern suburbs.
More reading:
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Why not open a second jewellery store?
Bevilles Jewellers closes CBD store
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