Managing director Michael Tran said the business would now trade as Couture Kingdom and use the official Disney logo in packaging, display and POS material.
The business was established in 2012 and specialises in Disney-licensed jewellery incorporating iconic characters such as Tinker Bell, The Little Mermaid and The Lion King.
Tran explained that utilising the recognisable Disney logo would result in a “seamless, smooth way forward” for the business and greater in-store customer experience.
“In the past, we have quite often had confusion arise over the authenticity of the product and identity of the company due to the name of Disney Couture,” Tran said.
“We feel if all our marketing and branding incorporates the official Disney logo, it will give the company and our customers clarity and instant peace of mind that this really is – as it always has been – official licensed product.”
According to Tran, the new logo pays ‘subtle homage’ to the crown used in the original Disney Couture branding.
Product reinvention
The business overhaul also includes the launch of a solid 9-carat gold and sterling silver jewellery range.
Tran said the Precious Metal collection, which consists of 18 gold and 18 sterling silver designs featuring classic Walt Disney characters, was developed in response to the industry’s “significant” shift back to precious metals.
“We wanted to create a collection in response to our stockist feedback around developing core key styles in precious metal,” he explained. “As most of our stockist are fine jewellers, and there has been a significant shift back to precious metal in their market, this seemed like the perfect addition to our offering.”
Tran confirmed that the range would be a separate category to the supplier’s existing plated jewellery collections.
“The precious metal range also ties in perfectly with our new, more premium branding, so we felt as though this would be a fantastic collection to launch into our stunning transition,” he said.
International expansion
Couture Kingdom has also been granted licensing rights from Walt Disney Company to expand international distribution.
“We now have plans within our new territories including Europe, Middle East and Africa,” Tran said. “Expansion into these markets with a commonly recognised and trusted brand made perfect sense to us, [and] with this new and epic opportunity we knew that now was the best time for our re-branding.”
The Sydney-based supplier has more than 200 jewellery retail stockists across Australia and New Zealand.
The rebranding and new product category will launch at the International Jewellery Fair later this month, with the changes officially effective from 1 September 2017.
precious metal collection
More reading
Aussie jewellery supplier extends UK reach
Aussie supplier lands Star Wars jewellery deal
Finding true beauty within Beauty and the Beast jewellery
Accept change or flounder