Dollie Jewellery widens distribution after contracts with airlines are cleared for take-off

Dollie Jewellery has widened its distribution channel by securing contracts with two airline groups.

The Cleethorpes-based outfit is already a supplier to Richard Branson’s Virgin Atlantic airline, and has quickly become one of the top five selling brands on board aircraft flying between the UK and US.

But it has now extended its reach in the sector by inking deals with Cathay Pacific subsidiary French Blue and UK tour operator Thomas Cook.

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The deals cap what has been a progressive 12 months for the silver beaded jewellery brand, which has worked hard to build a high street presence locally and nationwide.

A year ago it had just a couple of retail accounts, but its jewellery is now stocked by 42 partners.

“We are so delighted so many retailers have shown confidence in our brand, especially as trading on the high street is so competitive just now,” said director Katie Webb-Jones. “We have seen very steady growth which is amazing considering lots of brands are experiencing a stagnation period or even drop in sales.”

The brand’s reputation received a boost recently when TV personality and fashion guru Gok Wan invited it to take part in his Fashion Brunch Roadshow in Lincoln, while Dollie also finished as runner-up in the North Lincolnshire Business awards for Best New Business.

Managing Director Karen Webb-Meek believed the fact that the jewellery is handmade in Lincolnshire has resonated with retailers and customers.

“Customers really do love to support things manufactured here in the UK. Lincolnshire is a rural county associated with farming and food production, and people do really love to hear our jewellery is made here too, it really has motivated retailers to support our brand and customers to buy our jewellery and it’s certainly a selling point for the airlines.”

Dollie recently rolled out its ‘Duke’ men’s range and is planning further product launches as the business develops.

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