Link with I’m A Celebrity… star bolsters festive trading.
By Arta Ertekin
British pearl jewellery brand Orchira has confirmed significant sales increase during the festive trading period leading to 2014, following a re-focus on the UK market.
Its sales growth was bolstered by its ambassador Amy Willerton, the winner of 2013 Miss Universe GB, who appeared in the most recent series of I’m A Celebrity, Get Me Out of Here!, wearing Orchira jewellery. Orchira has been the official sponsor of Miss Universe GB for several years, and says Willerton’s popularity led to soaring sales via its online boutique during the festive season.
The Livingston-based company said the 400% like-for-like increase compared to the same 40 days trading period leading to Christmas Day 2012, with an average online transaction price of £80.
Orchira founder and chief executive Shan You said: “Orchira switched strategy following the 2008 financial crisis, [when] we witnessed the dramatic slowdown of UK jewellery market and decided to focus on the international market expansion. This move has proven to be highly successful showing fast pay off and fantastic cash flow. The brand has soon spread to 14 countries including Italy, France, Spain, Germany, Benelux, Switzerland, Australia and pacific, Middle East and all Eastern European countries. Following a few years of international development, we started to think now is time to re-focus on the domestic UK market from mid 2013."
Its bestsellers in the lead up to Christmas included its its Magnolia Blossom baroque pearl necklace, and the Jade Obsession necklace, drop earring and bracelet set. The Fire in the Dark Night necklace, bracelet and earring set from the brand’s signature Vogue collection was also popular, as was the blue turquoise necklace worn Willerton on the brand’s portfolio shoot.
You added: "We promoted [our jewellery] on Facebook with 20% discount vouchers, we acquired more than 10,000 Facebook likes during the three months leading to Christmas. The press releases about Orchira sponsoring Amy and our social marketing have [boosted] sales this year."
You has also recently appeared on BBC Worldide news, interviewed about China’s new regulations relating to foreign companies doing business in China.
Orchira’s offer includes more than 800 pearl jewellery designs and collections, vailable in an array of colours, including red, green and purple and gold.