The Company of Master Jewellers (CMJ) has launched a new silver jewellery brand that will be available across the UK, distributed and marketed by CMJ.
Dollie Jewellery, which will be launched at the CMJ’s Spring Trade Event this weekend, is the first brand that will be distributed exclusively by CMJ’s new distribution business, headed by Stephen Reece-Raybould.
Dollie Jewellery is a trend-led silver brand with an initial product range of rings, bracelets and charms, all at attractive retail price points from £19 to £45, with a package for retailers that includes counter units, window and in-counter displays.
The Dollie Jewellery brand is the brainchild of Karen Webb-Meek, from CMJ retailer In The Pink. Webb-Meek started creating her own silver jewellery after identifying a demand from customers, and she has had phenomenal success with the Dollie brand in the two years since she started it.
Webb-Meek says: “Our customers have gone crazy for it, and it’s such an easy sell. Customers love it because it’s silver, bang on trend, easy to wear and the price points are so accessible. We knew straight away that we were onto a winner and we haven’t even had to push it.”
“The Dollie customer is your average girl on a night out who doesn’t need to think twice about spending £30 on a new silver bracelet,” explains Webb-Meek. “The beauty of the brand is that it’s displayed as multiple stacking rings and bracelets, guaranteeing repeat purchases to get the desired silver layering look.” Sales are currently split 50/50 between gift and self-purchase.
Speaking about her decision to approach the CMJ to distribute the range, Webb-Meek comments: “The CMJ was just the first choice to go to because they are well-known, well-respected and they just do a brilliant job in the industry. With the network and contacts they have I know they can take it to the next level much quicker than I would be able to. Quite simply it’s just a really great match.”
Willie Hamilton, chief executive of the CMJ, adds: “We always welcome feedback from our members on what brands and products are selling well for them – sharing information with each other is one of the major advantages of being a member of the CMJ. When Karen told us about the phenomenal success she has had with Dollie Jewellery and asked us to take on the distribution, we could immediately see its potential to be big business for jewellery retailers across the UK and Eire so the decision was easy to make.”
CMJ will be distributing and marketing the Dollie brand, with PR and social media strategies to drive awareness and sales across the country provided by FACETS PR.
The CMJ Spring Trade Event takes place at the Hilton Birmingham Metropole February 21- 22 2016.