Designa Accessories has taken over the reigns of the local distribution rights as Hot Diamonds re-invents itself and reaps the rewards of better price points, revamped designs and new-look POS and packaging.
When first launched in the UK in 2001 the brand quickly achieved success and became very popular among independent jewellery retailers.
“We were approached by Hot Diamonds around six months ago. They explained the new success of the brand in the UK. They have taken the brand back to grass roots with great results,” Designa Accessories managing director Justin Veil said.
“We know how big it has been there, and its previous success here. The brand is an excellent fit and we didn’t have a sterling silver brand and obviously a diamond element is what everybody wants,” he explained.
New Zealand supplier Griffiths McKay and Buckley is responsible for relaunching Hot Diamonds in its local market.
After cooling its heels for the past few years, at least in sales, Hot Diamonds is returning to its former glory with a 43 per cent boost to year-on-year sales in the UK.
Disappointing performances in the past few years have forced the company into some timely soul searching, which appears to have paid dividends.
New pricing
Designa Accessories brand manager Natalee Hubbard added, “The key attraction was the new potential for the brand in Australia knowing the pricing strategy had been re-evaluated which is to offer silver and diamonds at an accessible price point so we expect retailers to benefit from better sales volume.”
She added, “Incorrect pricing strategy seemed to be one of the big barriers in the past. The product will appeal to a broad demographic, as the designs are feminine and timeless.”
The company’s reversal of fortunes can be attributed to a restructure that included a revision of its price points and design principals, resulting in a greater connection with consumers and, hence, retailers.
“They’ve overhauled the whole brand in the UK and, based on their last collection, Winter 2012, have refocused on great design and consulted retailers about pricing and the best way to execute merchandising,” said Designa Accessories brand manager Natalee Hubbard.
“A 43 per cent increase in sales in the UK is amazing,” she said, adding, “And we are now part of a bigger, expansion plan.”
Hubbard said she already received “awesome feedback” from some Australian retailers. She said, “Our investment in supporting point of sale with stunning photographic campaigns and eye catching display material including pops of hot pink against jewellery necks and cushions against crisp white and grey will make an impact at point of sale.”