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Rebeligion's campaign

Rock range to launch in Sydney

3.8 k views | Posted July 02, 2012 | By Dean Millard • Staff Journalist

A Rock-inspired German jewellery brand promises to turn heads when it launches in September.

German jewellery brand Rebeligion will arrive in Australia just in time to launch at the Sydney International Jewellery Fair.

The brand, which will be distributed in Australia by Troy Jewellery, is built around an edgy, rock & roll look, featuring a mix of silver gothic and animal inspired charms and pendants displayed on a range of necklaces and leather wrist wraps.

This continues a recent trend of jewellery designs honing in on the masculine, punk/grunge style, with Thomas Sabo, Tuskc and Cudworth all enjoying success with collections following similar themes, where the attitude of the piece of jewellery plays just as big a part of the design as the material used.

The range reflects the current popularity of men’s fashion trends that emphasise ruggedness via jeans, leather, piercings and, in some cases, tattoos.

The man charged with launching the brand in Australia is former Sydneysider Michael Oliver, who is returning to Australia after spending the past 26 years working in the jewellery industry in Thailand. Much of that time was spent working with well-known European brand, Stenzhorn.

Oliver describes Rebeligion as a rebel who is religious about it, a brand not for the faint-hearted that is focused on individuality regardless of age, sex or status.

He said between now and the end of the year he would be focusing on exposing the brand at an industry level before moving on to more consumer marketing support of the brand in 2013.

“My strategy in Australia is to earn a reputation as a reliable, fashion jewellery supplier,” Oliver said. “My knowledge of manufacturing and quality plus association with European brands should give me a huge advantage.”

Members of Nationwide Jewellers have already had a sneak peek of what Rebeligion will be offering when it officially launches in September, with Oliver displaying the line at Nationwide’s Top End Conference in Darwin in June.

The relatively new brand is enjoying success in Europe in countries such as Germany, Austria and Switzerland and in 2012 is also expanding into Russia, Spain and the USA.

Oliver said the initial feedback from the handful of jewellery retailers who had seen the range in Australia was good.

“Many noted it is a natural evolution to the products seen in the market over the last few years,” he said. “My plan is to make the most impression at the Sydney fair, while in the meantime mailing product information and showing the goods to retailers,” he added. “You will see us at JAA Sydney, there’s no way we can’t be found.”

He said he understood the importance of branding in the modern jewellery market in Australia, which is why he believed Rebeligion would be so successful once it launched.

“Branding is revolutionising our jewellery market and customer expectations, it demands a clearly designed and recognisable product line and precise customer targeting; offering a mixed bag of goods just doesn’t define us,” Oliver said. “We must define our products and who we will sell to. We should not have to sell our own name written out in silver and hung on a chain, our lines should be representative of our brand and obvious.”