The W Collection stocks cutting-edge jewellers and lower price points.
Mini-multiple jewellery retailer Wave has gone back to its roots and opened a store dedicated to lower-priced jewellery and up-and-coming design talent.
The store has been branded as The W Collection and is situated next door to Wave’s existing store in the Manchester Royal Exchange Arcade but run as a completely separate shop.
Jo and Paul Henderson, who founded the six-store chain, said they want to use the store as an opportunity to sell the work of lesser known designers with lower-price points – jewellery that no longer fits the customer demographic of Wave.
Jo said: “Wave has grown up and it needs a younger sister to keep it moving forward. The W Collection will allow us to get back to our roots.”
Wave will continue to stock high-end jewellery, diamond pieces and watches and cater for discerning customers. The W Collection, meanwhile, will focus on up-and-coming talent such as Imogen Bell, Paul Finch and Malcolm Morris.
“Our average sales at some stores are £700 and most people don’t make [pieces] nearing that. Sometimes you get dragged up by the market instead of making a market,” said Paul.
Paul said that Wave is using the Manchester location as a testing ground for The W Collection format, and if it proves a success then the retailer might consider opening more The W Collection boutiques.