Founder and chairman Thomas Sabo as well as model and brand ambassador Georgia May Jagger were amongst the 350 guests celebrating the milestone at the Sydney event on 22 October.
Phil Edwards, managing director of local Thomas Sabo distributor Duraflex Group Australia, described Sabo and Jagger’s presence as a “huge honour”.
“To have such key international guests from the brand at an event in Sydney highlights the importance, strength and potential the brand has in Australia and New Zealand,” he said.
Edwards explained that over the past decade, Australia and New Zealand had emerged as a strong market for Thomas Sabo and was now considered an integral part of the German brand’s overall strategy.
“Ten years in Australia has seen some significant growth and success for the Thomas Sabo brand,” Edwards commented, adding, “The first two years’ trading were slow and challenging as the concept of branded sterling silver jewellery at the time of launch was a new frontier to the trade.”
Edwards said the Charm Club collection, which also launched 10 years ago in Australia and New Zealand, was central to the brand’s early success: “The roll-out of Charm Club was a key point of difference in the market that allowed the brand to create some more immediate success and growth.”
The Charm Club collection was showcased at the cocktail event, as was Thomas Sabo’s latest range, Love Bridge.
Guests gained an exclusive preview of the newest styles added to the engravable bracelet line, which were expected to be available in store over the coming weeks.
Other collections presented during the evening included Glam & Soul, Rebel at Heart, Karma Beads and a range of watches.
In addition to Sabo and Jagger, retail stockists and staff, various media, notable Sydney identities and local celebrities, as well as a selection of “VIP” consumers attended the event.
Celebrities included singer and television personality Rikki-Lee Coulter, former Miss Universe Australia Tegan Martin and fashion model Pia Miller, among others.
Thomas Sabo was established in 1984 and currently has 2,600 international retail stockists, including 259 in Australia and 22 in New Zealand. There are also 275 company-owned points of sales (stand-alone and shop-in-shop) across five continents.
The event
Captions (L–R): Georgia May Jagger; a number of DJs that entertained guests during the event; a selection of Thomas Sabo's latest collections; the 350 guests at the event; Rikki-Lee Coulter; Tegan Martin
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