Retail Jeweller talks to Lynsey Cooke, chief executive officer for Azendi, about the silver jewellery brand’s J&W debut.
Why did you make the decision to show at Jewellery & Watch?
We agreed a contract in 2016 with the already established agency group, P & A Agencies, to start testing the response to our wholesale collections. We decided between us that Jewellery & Watch would be the ideal show to make a major launch. Over the past 12 months or so we have established test sites with key retailers, and felt that the timing was now right to create some real buzz and awareness of the Azendi collection.
What collections have you launched at the show?
We have launched our full 2017 wholesale collection. Some stories within the range have been established over the past year or so, but other lines will be brand new for 2017. We are really looking forward to launching our Angel Wings collection, which has worked particularly well on trials in our own stores.
Who are you targeting with the new range in terms of types of stockists?
We are most definitely, with the assistance of Peter O’Loughlin, managing director at P & A Agencies, targeting new stockists. This is the start of our major push to establish the brand with the best independent jewellery retailers in the UK.
Do you have a target number of stockists in mind for the show?
Yes, indeed, lots! Seriously, though, we do have a number in mind that we feel we will be happy to service. However, it is less about the quantity and more about the quality.
How have you attracted stockists to your stand?
We created a targeted pre-show marketing plan and key appointments were set up. We hope that our new stand, designed and built by Fusion Displays, and the product on display will generate sufficient impact on the boulevard to also attract the passers-by.
What are your retail price points?
Our key lines retail from £30 to around the £85 mark. That said, we have some particularly strong-selling designs that retail from the £110 price point to £275.
Azendi is exhibiting on stand E28–F29, Hall 18 at Jewellery & Watch, Birmingham.