West End Collection general manager John Rose said the move marked the supplier’s first “exclusive” entry into jewellery.
“We do have jewellery in our portfolio; however, these jewellery collections fall within the watch brands that we distribute,” Rose explained. “Over the past two to three years, we have been searching for a jewellery range to complement our distribution network, with the luxury of not having to rush the process.
“It was more important for us to offer the very best brand to the market than it was to push the process through quickly.”
Rose stated that Adore, which was launched by Swarovski Group in mid 2016 and is described as a “contemporary fashion jewellery brand”, would be well received in the local market for several reasons.
“When we were presented Adore by Swarovski, we were very impressed with the overall concept, from the design, through to the marketing, presentation, positioning and support,” Rose said.
“It is a high-demand, high-volume collection with a unique offer that is not currently seen in the Australian and New Zealand jewellery markets,” he explained, adding that the distribution deal was finalised at this year’s Baselworld.
Aussie representative
Swarovski global vice president for jewellery solutions and licensing Eric Russack told Jeweller that it was important for Adore to have a presence in Australia.
“Australia is a sizeable market for fashion jewellery where most international brands are widely represented,” Russack explained. “It is a competitive market but we believe that the Australian and New Zealand female consumers share a strong affinity with Adore designs, lifestyle and values.”
The collection was developed as a stand-alone brand and includes a range of necklaces, bracelets and rings incorporating Swarovski crystals.
Russack also confirmed reports that Swarovski would cease production of its fashion jewellery brand Lola and Grace over the next six to 12 months.
“This is being done as part of the company’s strategic adjustment to its investment in its portfolio of jewellery brands,” Russack said.
Adore is expected to be distributed in more than 20 countries by the end of 2017.
According to Rose, the Adore collection would be available in Australia and New Zealand from mid June.
West End Collection distributes a number of watch brands including Daniel Wellington, Christian Paul Sydney and Olivia Burton.
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