Around 120 media and a handful of celebrity guests celebrated the launch of the new Thomas Sabo jewellery ranges, which included the ‘Sweet Diamonds’ collection and an addition to the Sterling Silver collection, ‘Glam and Soul Dance’.
Sweet Diamonds marks Thomas Sabo’s first foray into diamond jewellery, with pieces featuring sterling silver and yellow gold. Phil Edwards, managing director Duraflex Group Australia, which distributes Thomas Sabo, said the brand would remain affordable.
“Sweet Diamonds signals the entry of the brand into the ‘genuine’ jewellery segment,” Edwards told Jeweller. “Developing the existing target group, this collection will also see expansion to new target groups, who are interested in ‘genuine’ materials. Sweet Diamonds is an extremely affordable luxury range and is priced from $100 to $300 and will be available from jewellers nationally late August.”
Australia is one of the few international markets selected to sell the German brand’s Sweet Diamonds collection, and Thomas Sabo international representative Hanny Freund helped to present the collection to Australian media.
Sweet Diamonds, which is the fourth collection offered by the Thomas Sabo brand along with Sterling Silver, Charm Club and Watch collections, was also given a glitzy display treatment on the night. The display cabinet featured a bevelled mirrored base, a distinctive button quilted leather backdrop and Hollywood lights and new heart-shaped gift packaging.
While a large contingent of the fashion and lifestyle press were in attendance, the brand also acknowledged some of the new tastemakers in fashion by inviting several online bloggers. Edwards said he was pleased with how the bloggers helped spread the word about the event.
“We experienced a wonderful response to the event on social media with imagery of the new collections and positive comments spread across Facebook, Twitter and Instagram,” he said.
Duraflex will be holding a cocktail party for retailers following the Sydney Trade Fair to celebrate the new Sweet Diamonds collection with Thomas Sabo CEO Bernd Stadlwieser.
MORE IMAGES