Crystal brand feels tipping point has been reached with new lines.
Lalique will meet with UK retailers in London tonight to share with them what the crystal jewellery brand’s UK distributor Lewis Wark has described as a reinvigorated heritage brand.
The French crystal brand was bought over four years ago by Silvio Denz who was himself a collector of the brand before buying it back into private ownership from a group of investors, and Denz is said to have “put the energy back into the brand” according to Lewis Wark director Martyn Lewis.
Lalique has made significant changes to its jewellery ranges both in terms of the team put in place to run the division and the production of its gold and silver jewellery.
Anne Kazuro was brought in from Boucheron in April last year as creative director of jewellery at Lalique and she has been credited with bringing the brand back to its roots, celebrating what would have been the USPs of Rene Lalique’s designs at the time but giving them a modern twist.
Lalique has produced one-off pieces of high jewellery as well as non-limited runs of gold and silver jewellery. Prices start at £155 for one of the brand’s iconic cabochon rings – which is the only design in the current collection that was actually created by Rene Lalique himself – and run into hundreds of thousands for unique pieces, but the majority of the gold ranges sit between £7,000 and £8,000.
The brand has said that it will no longer be producing gold vermeil jewellery and will instead work with 9ct yellow gold only.
It has also started setting its crystals rather than bonding them, which Lewis described as a big step forward for the brand. The crystals are then mirrored on the underside to help more light flow through.
Lewis went on to add that he has high hopes for Lalique’s jewellery collections in the UK and said that he has had a number of serious discussions with leading jewellers in the UK about the brand’s jewellery, giftware and perfumes.
He added: “We have been tasked with growing it and taking it forward. I feel like we’ve happened upon a sleeping beauty and she just needs to be kissed.”
The Lalique jewellery brand has been selling in the UK for many years at retailers such as Finnies in Aberdeen and Mappin & Webb at which it is stocked in all nine stores and is the only line of branded jewellery sold at the Aurum-owned store.
Lewis said that Lewis Wark is still looking to expand Lalique’s presence in the UK but will be very strict on geographic exclusivity. He added that initial response from UK retailers that viewed the refreshed lines at BaselWorld in March, at which he said Lalique had its “best show ever”, has been overwhelmingly positive.