Stat Australia managing director Stefan Thomaschuetz told Jeweller: “Misaki is a perfect addition to our portfolio of brands and we have big plans for the brand from marketing to visual merchandising.” Stat replaces Seiver’s Australia as the local supplier.
Thomaschuetz said Misaki was unique in its conception of fashionable and innovative pearl jewellery. He explained that each year the brand launched two thematic collections inspired by the latest fashion trends and also enhanced its brand awareness through designer collaborations and celebrity alignments.
The 20-year-old jewellery company combines in its collections a large variety of pearls such as the X-Treme Lustre pearls, freshwater pearls and saltwater pearls, mostly sourced from Japan.
Thomaschuetz explained he had been looking for an opportunity to launch a jewellery brand that fitted its current stockists’ customer base needs, within the price point of the company’s current brands. He added that after meeting Misaki’s president at BaselWorld this year, the supplier recognised the potential the brand presented.
“We have been in discussion with Misaki for the last year and we established plans together on how to improve the brand awareness and marketing strategy in Oceania,” Thomaschuetz told Jeweller.
He said his company had a loyal customer base and was already in discussion with some retailers in order to implement Misaki within their brand strategy, adding that he hoped to capitalise on Misaki’s international reputation and worldwide distribution.
“The marketing strategy is great and also having US celebrities such as Katie Perry, Nicole Richie, Alicia Keys and many more wearing Misaki to events like the MTV Music Awards or the pre-Grammy gala will give the brand great sales potential within jewellery stores in Oceania region,” Thomaschuetz said.
“Seiver’s Australia has done a great job in establishing current stockists and giving the brand a foundation in Australia. We will concentrate on maintaining those relationships very closely and continue to support the stockists with marketing, POS and visual merchandising services.”
Seiver’s Australia’s managing director, Mark Seiver, said: “Seiver’s Australia agreed with Misaki to relinquish the rights to the distribution of Misaki in Australia. While it’s a fantastic product, we found it difficult to meet Misaki’ s expectations in the current retail environment.
“Working with wholesalers, such as Seiver’s Australia, is a new strategy for Misaki who usually distribute via airlines, duty-free stores and Misaki-branded stores. We wish Stat all the best whilst we continue working with our retail stockists of ZRC quality French watchbands and Rochet stainless steel jewellery for men,” Seiver added.
Stat’s Thomaschuetz said the launch of the new “Summer Road Trip” collection, which had already proven successful on the other side of the globe, would occur at the Sydney jewellery fair, alongside some showcase pieces from the premium collection and watches.
He said Stat, through the Misaki brand, would “combine the symbolic beauty and perfection of pearls with innovative and creative designs to give our customers the pleasure and fun of a totally new and contemporary pearl jewellery experience for a fair price.”
Misaki's Spring/Summer campaign preview