Jagger was officially introduced as ambassador during a launch event held in London for the brand’s spring/summer marketing campaign and new Karma Beads collection.
The model was said to perfectly capture the spirit associated with the range, which consists of more than 70 beads that signify positive energy, joie de vivre and fortune.
The beads can be added to existing Thomas Sabo jewellery pieces and will be showcased to Australian retailers in January 2014, along with the brand’s new sterling silver collection.
Jewellery businesses increasingly are appointing brand ambassadors to promote new ranges. According to Phil Edwards, managing director of Thomas Sabo’s local supplier Duraflex Group Australia, celebrity endorsement was important when aiming to appeal to an international market.
“Brand ambassadors communicate the personality of a collection in a highly relatable way, creating a deeper understanding and connection between the brand and its fan base,” Edwards explained.
“Our local customers are fashion savvy. In choosing Georgia May Jagger there is an acknowledgement of the maturity of our market and its global awareness of styles and trends, not only in fashion but also of the models and celebrities that set these tones,” he added.
Jagger has replaced British model and style icon Poppy Delevingne, who was ambassador for the brand in 2013. Violinist David Garrett and Formula One driver Nico Rosberg will remain ambassadors in 2014.
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