Daisy to sell direct to consumers online

Daisy positions itself for the luxury market.

Brand says e-tail will boost stockists business as Daisy goes global.

Stacking jewellery brand Daisy will begin selling its products direct to consumers through its website from Friday.

The jewellery brand is stocked in retailers including Ernest Jones, World Duty Free and John Lewis, and co-creative and marketing director James Boyd was keen to stress that selling direct to the public will not lessen its dedication to the retail trade.

Boyd believes that by selling a full range of Daisy products directly it will help to raise the profile of the brand and so increase sales at its retail stockists.

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He said: “Rather than steal business from them it will raise our profile and increase sales for retailers in the medium term. We couldn’t rely on our stockists to raise the brand’s profile, we have to do it.

“It’s not a selfish decision and it’s not just about making money. If you want to become a global brand the easiest way to spread the word it is online.”

Daisy recently launched a stacking ring design tool on its site that allows visitors to select rings and build a stack which is then displayed on a virtual hand. Boyd said Daisy plans to use the tool for market research to see which types of rings are popular.

 

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