Q&A: Penny Grivea, Folli Follie

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One to one with Follie Follie UK brand manager Penny Grivea.

Penny Grivea took up the role of UK brand manager at Greek jewellery and watch brand Folli Follie a year ago, and in the 12 months since she joined the company has opened 10 stores in the UK. Rachael Taylor has a catch up with the jewellery boss.

Who is the typical Folli Follie customer?
Our customers are fashion-forward women. Every six to eight weeks we have something new for them to accessorise their wardrobes with.

Has the recession changed the mindset of the Folli Follie customer?
Post recession, people still want to keep up with trends but they are willing to pay more for quality

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Brands have been king in the recession do you feel this will continue?
Jewellery is so much more accessible, there is so much out there and because of this people are not so loyal to brands as they once were.

What will be the big product of 2011 for Folli Follie?
Our new launch Match & Dazzle will be the big driver for us next year. It has more than 300 SKUs – oversize rings, blingy crystals, necklaces – with prices starting at £30. It will officially launch in January but we soft launched it before Christmas and sales are starting to trickle through.

Does Folli Follie ever create higher-end pieces of jewellery?
We have a collection of semi-precious one-off pieces of jewellery called the K Collection that has been designed by our founder Ketty Koutsolioutsos. The prices for this range and £300 and up.

Folli Follie opened 10 stores in the UK last year, will there be any more openings in 2011?
Yes, we have more stores in the pipeline. We’re trying not to be too aggressive with it but we plan to open two stores and two concessions.

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