Customisable jewellery line proves massive hit in Germany; UK is next.
Danish jewellery design house Ole Lynggaard Copenhagen recorded the best results in its 47 year history in 2009, despite trading through the worst European recession in decades.
The company credits its first ever exhibition at BaselWorld for building interest in a personalisable range of jewellery that drove sales particularly in Germany – a relatively new market for the family-run business.
Charlotte Lynggaard, who joined her father’s company in 1992, is the chief designer, and has recently focused on creating pieces that can be built and customised in a similar way to charm bracelets, but using precious materials and creative designs to appeal to a more sophisticated and style-conscious customer.
The first result was the launch of Sweet Drops in 2008, which are designed to dangle from calf skin leather bracelets and necklaces.
Jewellery retailers working with Ole Lynggaard Copenhagen have responded passionately to the range for its quality design, high end materials, and the repeat business it generates as customers build up their collection of Drops, according to Pernille Mobjerg, PR & communications manager for the company.
New in 2010, and on show at BaselWorld this week, are additions to the range: Sweet Drops and Spot Ons.
Sweet Drop designs are typically circular or heart-shaped jewels that clip flush to the same leather thongs as the Drops. Spot Ons are similar, but designed to appeal more to fashion-conscious men.
Both will be ready for retail in the summer.
Growth in Germany came as a result of Ole Lynggaard signing up almost 40 new stockists in the past year, an expansion the company hopes to replicate in the UK over the coming years.
The company is looking to expand from a handful of UK stockists to over 50, with a strategy of working with “the most prestigious jeweller in each town [and city borough],” Sharon Hampton, field sales manager for the UK told Professional Jeweller.
A recent success has been selling into Johnny Rocket in Greenwich, a trend setter in Britain’s creative jewellery industry.
Sweet Drop leather bracelets retail for 265 euros. Sweet Drops, Spot Ons and Sweet Spots range from around 150 euroes right up to 7000 euros.
Learn more at www.olelynggaard.com.