What is your brand’s philosophy?
We strive to be the benchmark for design, service and innovation in wedding bands and engagement rings.
Why did you decide to develop a brand rather than sell unbranded jewellery?
When you make something good and better than the others you want to put your name on it and own it! We have done exactly this and have never looked backed.
Giving our product a strong identity, means that it has a better chance of standing out amongst the plethora of other wedding and engagement ring offerings in the market.
What are the benefits for retailers stocking your brand?
Retailers stocking our brand benefit from unmatched design flexibility, exceptional service and 100 per cent price transparency.
Giving our product a strong identity, means that it has a better chance of standing out amongst the plethora of other wedding and engagement ring offerings in the market.
What are the benefits for retailers stocking your brand?
Retailers stocking our brand benefit from unmatched design flexibility, exceptional service and 100 per cent price transparency.
While other brands might take more of a “one size fits all” approach, we pride ourselves in being able to match the needs of the end consumer.
Retailers are able to order customised pieces for their customers, and we are yet to see a request we couldn’t deliver. Over the years, we have received so many requests serving a wide range of different tastes and nationalities – be that European, Asian or Middle Eastern.
What challenges did you face when introducing a new brand to Australia?
We actually had very little challenges when it came to penetrating our way to the top. This was largely due to a massive gap left by the few players that are involved in this sector.
Do you think there are characteristics that make a brand distinctly Australian?
I think the line is so blurred that it is very hard to tell. We are so connected to the rest of the world now that unless a brand wants to show or share that they have an Australian heritage by incorporating the logo of the Australian Made sign or using an iconic image, it will be very hard to separate one from the other.
What is it about those characteristics that gives your brand appeal in the market?
We are proud that our products are 100 per cent made in-house and the benefits of this shine through, whether
it’s the design flexibility or the service we can provide.
I think customers know that an Australian-made product is far superior to most imported products on the market.
What distinguishes your brand from competitors?
We have a clear vision on what we are doing and where we are going with design and service. We don’t operate on knee jerk reactions, which ultimately puts us in front of the pack and makes us the pioneers in what we do and how we do it. The rest just follow.
We also have a strong and reputable company heritage – second generation, hopefully going on to the third – that has been built on trust, integrity and above all customer satisfaction.
What have been some major achievements for the brand?
What distinguishes your brand from competitors?
We have a clear vision on what we are doing and where we are going with design and service. We don’t operate on knee jerk reactions, which ultimately puts us in front of the pack and makes us the pioneers in what we do and how we do it. The rest just follow.
We also have a strong and reputable company heritage – second generation, hopefully going on to the third – that has been built on trust, integrity and above all customer satisfaction.
What have been some major achievements for the brand?
1. We are one of the first branded wedding ring suppliers directly marketed to the end consumer that manufactures all of its products in Australia. (Direct marketing has been achieved through advertising in bridal magazines and exhibiting at bridal shows.)
2. Introducing a live pricing platform that ensures we are 100 per cent transparent in our pricing.
3. Developing hollow wedding rings.
4. Developing carbon fibre wedding rings.
5. Being named the 2014 most popular new product in Jeweller (ranked by number of views)
What’s been your most innovative marketing campaign?
It has to be our 6x3 metre custom-built exhibitor stand that we take to bridal events.
We were the first company to take a stand that was custom built for the shows – most of the other jewellers had been using tables and chairs and some tired looking hired glass cabinets. Again, we were the first in this area and I don’t believe anyone to date has been able to match the quality of our stand.
What’s next? How will the brand evolve?
We can’t share everything but what I can say is keep watching very closely. What we are going to bring to add value to this market will change the game all over again!
What’s your favourite product from the latest collection?
It has to be the rose gold with carbon fibre ring. It combines the old with the new, and is such a se