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Articles from FASHION JEWELLERY (291 Articles)

byBiehl will relaunch in Australia and New Zealand through local distributor Tribe Trading

Danish jewellery brand makes Australian comeback

Posted January 12, 2015 | By Stephanie Chan • Staff Journalist

Danish jewellery brand byBiehl has signed with a new local distributor and is set to relaunch at the upcoming Gold Coast jewellery fair.

The jewellery business recently appointed Sydney-based Tribe Trading as its supplier across Australia and New Zealand.

The brand’s founder and managing director Charlotte Biehl Laursen told Jeweller she had high expectations for the relaunch of the jewellery line under Tribe Trading after being out of the market for almost 12 months.

byBiehl was distributed by House of Brands before the business closed down

“I can see that Tribe Trading have done really well with their other brands and I liked their focus on customer service and the fact they have online platforms to secure good customer service and a smooth order process for our customers,” she explained.

As previously reported by Jeweller, byBiehl had been without local representation since March 2014 after former Pandora Australia president Karin Adcock announced that her business, House of Brands (HOB), would close its jewellery division to concentrate on other products.

At the time, Adcock was quick to note that the decision was due to “personal reasons” and in no way a reflection on byBiehl’s performance or its potential in the local market.

Tribe Trading managing director Robert Schuyff expressed his excitement at partnering with byBiehl, which he said would complement the business’ existing portfolio of European brands.

“It is unfortunate that byBiehl has not yet had the start in Australia and New Zealand it clearly deserves,” Schuyff added.

“Our objective is to make things right this time around and ensure that existing and new stockists are well looked after and supported by us.”

The official relaunch of the Danish brand will take place at the Australian Jewellery Fair, which will be held in the Gold Coast from 29 February to 1 March.

ByBiehl offers a range of gold and silver jewellery, including bracelets, necklaces, rings, earrings and collectible “Pods”.

In addition to Australia, the brand is currently distributed in Austria, Denmark, Finland, the Netherlands, Germany, Norway, Sweden, Switzerland and the United Kingdom.

Tribe Trading is said to service more than 200 stores across Australia and New Zealand and represents European jewellery and accessory brands Noosa Amsterdam, Pavo Real and Myomy.