Designer gets creative to appeal to price-sensitive retailers.
Norwegian jewellery designer Bjørg is back at IJL after a three year absence, and has landed a prime location on The Boulevard.
The brand, best known for its anatomical jewellery designs that include life-like heart pendants and a spine-influenced cuff, has recrafted elements of its latest collection to make them more affordable for jewellers and consumers that are looking for creativity and value for money this Christmas.
Seamus Cullen, UK sales manager for Bjørg, believes that, faced with a tough economic outlook and rocketing precious metal prices, jewellers will look for uniqueness in designs, at price points that will sell. “The iconic double spine cuff, for example, which sold for around £1,000 in its original silver form, has now been recast in bronze, so it can retail for around £400,” he explained.
Bjørg’s anatomical hearts, which can be worn as charms or on a pendant, have been miniaturised for 2012 and repriced at less than £100 RRP, and its Love Story charms will be available without precious stones, which will bring the retail price point down to less than £50. However, the popular bird’s nest ring has been scaled-up to a cuff this season.
The 2012 collections represent an evolution of the brand, which unashamedly straddles fashion and jewellery. This year, the company secured a contract with Urban Outfitters that will mean its collections are stocked worldwide by the multi-brand retailer.
The company said it wants to work with jewellers that are passionate about great design, and is hoping to do deals with several new retailers. It is already stocked at some of the UK’s best-known stores including Steffans, Justice and Wave. “Bjørg is all about jewellery with soul. We believe it is a very personal expression, and we want to work with partners that really care about the jewellery they sell,” concluded Cullen.