HOT 100 2011: Nikki Gewirtz

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Lola Rose hit its 10 year anniversary last year and profits grew.

Just who has made it into the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partner Ti Sento won’t be unveiled until September 4, so until then we are looking back to the leading lights of the jewellery industry who made it into the Hot 100 2011. Today is the turn of the queen of accessible luxury, Lola Rose founder Nikki Gewirtz, whose beaded jewellery designs have made the brand a household name in the UK.

Last year Nikki Gewirtz celebrated a big one: 10 years of Lola Rose, a brand that has become a fashion jewellery phenomenon, delivering bright eye-catching stone jewels to masses that Nikki likes to think of as “affordable luxury”.

“Our biggest achievement this year has been reaching our 10th anniversary with continued growth in turnover and profit over the past five years,” says Nikki.

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Nikki has made sure that investments that the brand has made have been worthwhile. “We have invested in the launch of a new website, which has been a huge and stressful project, but now looks fantastic and has already created a substantial lift in sales,” she says. “We are also now very active with social media, including blogging, tweeting and Facebook.”

The company has also proved itself as a worldwide brand, signing with the HSN shopping channel in the US and Shop Channel Japan. However, to sell through these shopping channels the brand not only had to prove that it has consumer appeal, but that the products are of a high enough quality. “Inspectors were sent to our factories and we passed with flying colours on all accounts,” she says. “However, it was a very tense time.”

As well as bolstering its figures, Lola Rose has also expanded its product offer. The company has experimented with the accessories market through a line of scarves but this year it signed a deal with a bath and body product company to create a licensed range of Lola Rose smellies.

Nikki is clearly focused on the future of the brand and how it will develop beyond just being known for jewellery and she is excited about what 2012 will offer her. “We’ve managed to source some beautiful and interesting new stones for our collections next year and we will continue to develop our brand extensions – the next step in Lola Rose becoming a lifestyle brand,” she says.

It will be a busy time for her, but she says she remains grounded by spending quality time with her small son. “The only time I ever relax is when I am with Freddie, the world of fashion and jewellery disappears the minute he is in my arms,” she says. “All the worries of the day just don’t exist.”
 

 

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