Re-worked Serenity collection pays off for Fei Liu

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Fei Liu has started the year with a surge of interest for its reworked 2015 jewellery collections.

The Birmingham-based brand spent 2014 speaking directly to stockists about how to tailor jewellery to sell through.

The company has funnelled that feedback into the re-designed Serenity collection that received its first public outing at Jewellery & Watch Birmingham.

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Fei Liu reported after the show that it had immediately secured six new doors.

“The sterling silver collection brings a simpler and more affordable edge to the Fei Liu brand, with RRPs starting at £90,” the company said.

“After the soft-launch at IJL 2014, we took on board ideas and suggestions from our stockists and adapted the collection to fit the needs of our retailers; for example we have made the complete collection available without stones to appeal our stockists who do not currently work with cubic zirconia, this also kept the cost of the pieces down which, again, was well received by new and existing stockists,” it added.

Key accounts such as Green + Benz and Stephen Hughes also ordered the collection, saying how well the commercial aspect of the range complimented the sculptural form of Fei’s designs.

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