Brand to separate silver and fine lines with new POS and packaging.
British jewellery brand Rachel Galley is set to divide its collections into two separate brands as of February 2014, introducing lower RRPs for its silver collections.
The change will officially launch at Jewellery & Watch Birmingham, which opens this weekend. The brand will separate into Rachel Galley Memento, a range of sterling silver pieces, and LUXE Rachel Galley, which includes high-end designs, limited editions and made-to-order ranges.
Following the success of its silver collections, the brand has expanded the Rachel Galley Memento range, with lower price points to allow retailers a 3x mark up on all pieces.
The brand’s eponymous founder Rachel Galley said she hopes to increase sales and encourage customers to return to make repeat purchases.
The change of collection name has also brought a fresh style of POS for the Memento brand.
The LUXE range will be made up of fine jewellery, including Galley’s Lonmin award-winning Unity ring – a platinum three piece ring set with 100 diamonds – and her pearl Entrapment collection. New LUXE collectons Cherish and Snowdrop will be launched in the coming year.
Galley said she was keen to split her fine pieces from her main silver ranges as they command more attention, while some have substantially higher price points to reflect making time and materials used.
“By splitting the brand into two divisions, we are creating a clear brand identity for both. With different point of sale and packaging for both brands, the price point and the feel of the brand is represented appropriately. By adjusting the price points, bringing the Memento RRP down slightly will enable increased sales and also add on sales which are important for retailers," Galley said.
"Also it begins a relationship; the customers who own Rachel Galley jewellery are most often collectors, so they will return time after time to buy from the same collection as an add on or from the newest range. The LUXE range will be higher in price point and the ranges will be less extensive than in the Memento and have a much more luxurious, high end feel to not only the jewellery but the point of sale and packaging too."
Rachel Galley’s Memento collection was also chosen as the interior theme for this year’s Jewellery & Watch Birmingham. It will feature as the hero image across all of this year’s marketing campaigns for the show, with the design also carried onsite at Birmingham’s NEC as part of the interior design of the show.