What is your brand’s philosophy?
Our brand philosophy is to create world-class wedding rings and provide superb and unrivaled precious metal services to the Australian and NZ jewellery industries.
Why did you decide to develop a brand rather than sell unbranded jewellery?
We decided to develop a brand for a few reasons. The first was that we received a lot of feedback from retailers asking that we brand ourselves. Secondly, over the few years prior to launching our brand, we watched the evolution of brand development in the jewellery industry and consumers’ response to brands in general.
We do offer both options for our retailers though; they are welcome to stock our product unbranded if they prefer.
What are the benefits for retailers stocking your brand?
Our product and services provide retailers with a huge array of benefits. Not only do we have complete control over the manufacturing process due to also being a precious metal refiner, but we are incredibly flexible in our offering. Retailers can be confident knowing that we can alter designs, deliver urgently, promise a lifetime manufacturing warranty and have customer service and online support 24/7.
What challenges did you face when introducing a new brand to Australia?
Thankfully, we received a wonderful reception when our brand was first launched. The challenge has been in the years since as well as keeping up with the demands in the market and changes in consumer behavior.
Do you think there are characteristics that make a brand distinctly Australian?
I don’t think there is any one trait that makes a brand Australian or not – Australians are all so different and Australian brands all distinctly different.
What is it about those characteristics that gives your brand appeal in the market?
We believe that part of our appeal is the fact that we are an established and trustworthy business. We have proven ourselves again and again over the past 38 years and retailers know that we work towards excellence everyday – we’re not just saying it.
What distinguishes your brand from competitors?
Two main factors differentiate us, one being that we are 100 per cent Australian. Since founding in 1976, we have been operating in Australia and this will not change.
Our other distinguishing feature is our in-house refining department. We alloy our own precious metals and therefore customers can choose any desired carat of gold. We choose to abide by the Australian standards giving that extra guarantee that our product is manufactured to the highest level. I believe we are the only company that publically states that we abide by these standards and have done for many years, making us leaders in this area.
What have been some major achievements for the brand?
We have steadily increased our brand distribution in the local market, now having more than a total of 500 stockists across Australia and New Zealand. We have also succeeded in taking the brand to a global market, where we now have stockists in Sweden and the Philippines. Achieving ISO accreditation for the assaying of precious metals was also a thrill. It’s a globally recognised achievement that we worked very hard to gain.
What’s been your most innovative marketing campaign?
Our most recent We Make Love campaign incorporated a few different mediums and slight variations on a core message. We used videos and printed artwork across mediums such as TV, bridal magazines and websites, social media and printed POS material to communicate our message, which was seen by millions of Australian brides and grooms.
What’s next? How will the brand evolve?
We are focusing this year on expanding our digital presence and being more visible and accessible to consumers over a range of different digital platforms. The brand will also focus on delivering more to retailers in-store, regularly providing new and updated materials to work with.
What’s your favourite product from the latest collection?
My current favourite product is one from our new spectrum range, the J4295. This ring is built on a half round profile, luxury fit inside and with fine gold edges. The centre is a continuous band of spectrum and, because the colours of both the spectrum and the gold can be changed, it can be a simple classic looking piece, or something remarkably different.
What is your brand’s philosophy?
Our brand philosophy is to create world-class wedding rings and provide superb and unrivaled precious metal services to the Australian and NZ jewellery industries.
Why did you decide to develop a brand rather than sell unbranded jewellery?
We decided to develop a brand for a few reasons. The first was that we received a lot of feedback from retailers asking that we brand ourselves. Secondly, over the few years prior to launching our brand, we watched the evolution of brand development in the jewellery industry and consumers’ response to brands in general.
We do offer both options for our retailers though; they are welcome to stock our product unbranded if they prefer.
What are the benefits for retailers stocking your brand?
Our product and services provide retailers with a huge array of benefits. Not only do we have complete control over the manufacturing process due to also being a precious metal