New Danish brand launches in Australia

3.6 k views | Posted June 18, 2012 | By Dean Millard • Staff Journalist

The march Down Under by Danish designers continues with Julie Sandlau, a jewellery range popular with European and US celebrities, announcing that it is set to launch in Australia.

The brand will make its Australian debut at the JAA International Jewellery Fair in Sydney in September.

Julie Sandlau CEO, Martin Glisby said after a record-breaking year for the brand in Denmark, the time was right to begin the push into the Australian market. Glisby knows what it takes for a successful international launch given that he served as managing director of Ole Lyngaard Asia Pacific when the brand was launched Australia in 2008.

“Ole Lynggaard was very well received in Australia, and with the good and helpful advice from industry experts and leading retailers in the market, we [Julie Sandlau] have put together a market entry strategy for JS to Australia, which we strongly believe will be very successful indeed,” Glisby said.

Made popular by celebrities like Beyonce, Keira Knightley, Gwyneth Paltrow and Australian born Danish Crown Princess Mary, the Julie Sandlau range was launched 10 years ago by former model and lawyer Julie Sandlau. The range includes earrings, bracelets, necklaces and rings.

Julie Sandlau, ex-model turned jewellery designer

Glisby said one of the key elements to the popularity of Julie Sandlau jewellery is the price point compared to the level of luxury that is delivered, saying the brand aims to deliver a high-end feel at a very accessible price point, with the average retail price of a piece around $250.

“Julie Sandlau has always been able to attract celebrity customers, but the funny thing is that our price range is $125 to $500 dollars and the average price is $250 and celebrities rarely pick up jewellery in that price range,” Glisby said.

“This is quintessentially what Julie Sandlau stands for; diamond, a high-end look at affordable prices. Our products are 22-carat gold plated silver with a special satin finish (a brushed, mat surface), which is the true JS signature,” he added.

Glisby said over the past five years the brand had received plenty of interest from around the world, but it had decided now to focus on five key markets; Denmark, Norway, USA, Australia and Japan, to ensure maximum growth in those areas.

“We aim to deliver top service both in terms of customer service, delivery and claims handling,” he said. “But also in terms of PR back up and Julie’s own personal commitment, she will go to Australia quite frequently to do events and help retailers instore, which is what it is all about. Our success is when retailers sell to consumers.

“We wish to build a long term brand name in Australia, and the retailers who want part of it and want to help out will be rewarded,” he added. “We are looking for stockists at the Sydney fair in September and will be ready to deliver,” Glisby said.