Retail Jeweller chats to Drakenberg’s designer and owner, Andrea Drakenberg about the Swedish jewellery brand’s second visit to J&W 2017.
What are your aims for the show?
Drakenberg represents the clean, elegant and timeless Nordic style and we can’t wait to showcase our designs to everyone at Jewellery & Watch. We want to show that jewellery can be more than just a shape. We are aiming to find new retailers at the show as well as develop connections with the press.
Why did you choose to exhibit at J&W?
As a brand we are just starting to focus on the UK market. We originally heard about Jewellery & Watch from other Swedish jewellery brands who have exhibited at the show and recommended it. This is our second time at Jewellery & Watch and we had a really good response at last year’s show. So we are really looking forward to it!
Who are you hoping to target with the new collection?
We have a broad range of customers, for example, we have women of all ages with different styles. With our Together collection, we want to target the customer who wants to wear personalised jewellery that symbolises the bound between two people. The two pendants in the collection are different in shape but fit and match perfectly together, just as in a relationship. We are also launching the Birthstone range, a collection of delicate designs with the 12 monthly birthstones. Customers can wear their own stone, a loved ones’ birth stone or they can combine them. Our final collection, Rocky Shore is inspired by the beautiful shores of the island of Gotland in the south of Sweden.
Why should retailers stock Drakenberg?
The natural and timeless jewellery trend is very strong and we believe that it will become even more so. We believe that people are tired of fast trends and quick fashion and want to focus on more sustainable and timeless items in general. All our collections are made from 925 silver and 18ct gold. There is a story behind each item in our collection and people can connect on a personal level. Drakenberg can be worn out at parties, in work or in daily life. It works for all occasions and you can easily style the pieces. Our designs are like modern classics, they will last both in quality and design and therefore it is a good choice to stock Drakenberg jewellery.
Drakenberg is exhibiting at stand M15 in Hall 18 at Jewellery & Watch 2017.