The events are part of Pandora Australia’s annual travelling roadshow series, which serves as a launching pad for its spring/summer and Christmas collections, as well as providing an opportunity for the company to strengthen relationships with retailers.
Commencing in Brisbane on 31 July, the roadshow has since visited Adelaide, Perth, Sydney and, most recently, Melbourne.
About 200 Pandora stockists and VIP customers attended the fashion show last Wednesday, 14 August, at Melbourne’s Park Hyatt. Unlike a traditional fashion parade, however, the collections were showcased using an alternative “up-close and personal” formula.
“We chose to stage our models on located podiums giving our guests the opportunity to see the product up close, also allowing them to be able to move from one model to the next with time to explore and enjoy the new seasons’ collections,” Pandora Australia president David Allen said.
“It is very important with jewellery that people are able to see the fine detail, the craftsmanship and the styling of the product up close.”
Pandora launched two new major collections called Enchanted Forest, which will be available in September, and Christmas Wonderland, into stores in November. Two additional ranges, Expression Watches and Pink Ribbon, will launch in September and October respectively.
Design highlights
The new designs incorporate feather and leaf motifs, amethyst and black spinel gemstones encased in fine pavé set cubic zirconia and pavé heart and star creations. A highlight in the Christmas Wonderland collection is said to be a winter snowflake sterling silver pendant, featuring 61 hand-set stones.
The roadshow series also comprises two interactive workshops held in the afternoon prior to each fashion event.
According to Allen, the sessions are used to share information like business results and performance across distribution channels, marketing focuses and support, and an update on current priorities.
“Our annual roadshow series is one of the most important events on our calendar. If we do not have a relationship with our customer [retail stockists], we cannot have a relationship with our consumer.”
The series will conclude in Auckland, New Zealand, tomorrow (Wednesday). Allen said that he expected a total of about 1,500 people to attend the six fashion events.