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Chamilia has incorporated a colourful hummingbird into its logo as part of the rebrand

Brand overhaul for Chamilia jewellery

Posted January 20, 2015 | By Stephanie Chan • Staff Journalist

Almost two years after closing its Australian subsidiary, Chamilia – a jewellery brand that formerly enjoyed a high profile in the local market – has undergone a major relaunch.

The US bead and charm jewellery supplier, Chamilia, which was acquired by Swarovski in 2013, has undergone a rebranding of its product and marketing material. Chamilia now sports the tagline, “Live with all your heart”, a revamped website and the incorporation of a colourful hummingbird into its logo.

The company’s website states that the hummingbird’s “beauty and energy” make it a natural icon for the brand.

The rebranding also involves a series of six videos depicting women – all wearing Chamilia jewellery – telling inspirational stories of how they “live with all their heart”.

The Chamilia ad campaign features the new tagline, "Live with all your heart"

In addition, reports have emerged that Chamilia has plans to launch a standalone jewellery offering and new bracelet mechanism as a way to differentiate the brand from competitors in the personalised jewellery space.

Chamilia’s Australian exit
News of the rebranding might be interesting for the local market, given Chamilia’s history in Australia and New Zealand.

The brand first secured a local distribution deal with Arctic Wolf in 2007, and then decided to end that relationship by opening a wholly-owned Australian subsidiary in 2011.

Just shy of two years later, however, and after much speculation, Chamilia announced it would close its Australian subsidiary, effectively ending its product offering in Australia and New Zealand.

At the time, then Chamilia chief sales and marketing officer Richard Garrity told Jeweller, “The decision to close Chamilia Australia was the outcome of a strategic review of the company’s global operations and resulting decision for increased commitment to the company’s core markets of North America and Europe.”

Not long after – in fact, the reported same day Chamilia closed its Australian office – Swarovski US Holdings agreed to purchase 100 per cent of the business.

While two Australian retailers are still listed on the Chamilia website as stockists, one of them confirmed to Jeweller it was no longer in communication with the US company.

Jeweller approached Swarovski and Chamilia for further clarification on their status in Australia but neither company had responded by the time of publication.