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Pride Brands has taken over distribution of Kagi Jewellery, with stock to be held in Australia instead of New Zealand.

Kiwi jewellery brand moves across ‘the ditch’

Posted August 26, 2021 | By Jeweller Staff

Pride Brands has secured the Australian distribution for high-profile New Zealand jewellery brand Kagi.

Founded in 2005, Kagi’s range includes unique and interchangeable pendants, necklaces, bracelets and earrings.

Paul McCarthy, group brand manager Pride Brands, believes the brand is “a good fit” with the supplier's existing brands.

"Kagi has always had a big following with customers in Australia but it hasn’t been represented locally here for many years"

Paul McCarthy, Pride Brands

“Kagi has always had a big following with customers in Australia but it hasn’t been represented locally here for many years. Since the business was sold in 2018, the new owners in New Zealand have returned the brand to its core designs that offer statement jewellery pieces that are easily interchanged to create different looks and styles,” McCarthy said.

“We also believe the decision to return Kagi to the original, versatile designs that everyone knows and loves will be rewarded by the brand’s loyal customers [and we] saw Kagi as being a good fit and point-of-difference to our existing stable of jewellery brands from Germany – Engelsrufer, Save Brave and Herzengel.”

McCarthy told Jeweller that stock will now be held in Australia instead of New Zealand, which should enable local retailers to receive orders more quickly and cut out the “time zone challenges”.

Kagi is the fourth addition to Pride Brands' portfolio, having taken over Australian distribution of three German brands in September 2020: Engelsrufer, Herzengel, and Save Brave.

Engelsrufer’s flagship design is a sterling silver basket pendant that can hold interchangeable ‘sound balls’. The name ‘Engelsrufer’ means ‘angel’s whisper’; each ball is said to call upon a different angel representing a different emotion, so the concept lends itself to purchasing a new sound ball to represent different situations or emotions.

Herzengel is a range of sterling silver jewellery for children, while Save Brave is a boutique range of men's jewellery and accessories, including chains, leather necklaces and bracelets and steel bracelets.

Kagi has more than 80 stockists across Australasia and McCarthy said Pride Brands would fully service the brand in Australia, adding that “previous stockists of Kagi will be given the first option of stocking the brand in their area”.