Sams Group Australia (SGA) introduced Blossom Copenhagen to the local market at the Brisbane Jewellery Fair, with the reaction from the visiting retailers indicating Australia’s fascination with Scandinavian jewellery design is far from over.
SGA’s managing director Steve Der Bedrossian was “over the moon” with the launch especially given that he finalised the distribution agreement for the new collection at BaselWorld just last week.
While he preferred not to talk about specific numbers of new stockists gained after the opening two days on the market, the activity on the SGA stand spoke volumes about the take-up by buyers.
The Blossom Copenhagen range features charm-based designs built on a range of leather wrist wraps, as well as matching necklaces and earrings.
Der Bedrossian said he always expected it to do well based on the stylish, Danish designs and the fact it allowed customers to build their own piece of jewellery, but the speed with which retailers had taken to it was pleasing.
"I think it’s aimed across the board," Der Bedrossian said. "The price points are so good, there is nothing over $125 retail, so the price point is where it needs to be at in the market right now, but it's also all sterling silver, so it's great value.”
Der Bedrossian said he liked that the new collection worked well with just a handful of charms on each piece, saying many customers liked the uncluttered, simple style. “It has all of the components; the charms you can add can make some really classy jewellery,” he added.
Christina Lihn is the chief designer and the brand’s website states the “collection is in line with the classical Danish jewellery tradition where the designer and the craftsman work closely together. The end result is clearly visible in the organic and personal expression.”
Blossom Copenhagen is also new to the European market given that it was only launched in Denmark around 12 months ago. Der Bedrossian said his plan was to select specialist stockists in shopping centres and towns and try and maintain an element of exclusivity about the brand.