New unbranded gold collections account for 25% of sales overall.
Fine jewellery manufacturer Stubbs & Co saw sales rise by 62% at this year’s International Jewellery London, noting that its Gold Core Range Kits of unbranded gold jewellery accounted for 25% of all jewellery orders.
Stubbs & Co.’s David Shem-Tov highlighted the growing influence of unbranded gold products at the London trade show, noting that the company’s competitors IBB and Curteis also presented collections of gold imports.
Shem-Tov commented: “I think that many retailers are beginning to see that stocking our unbranded fine gold jewellery allows them to take back control over their own brand positioning rather than being driven by the demands of the silver and fashion brands.”
In preparation for the show, Stubbs & Co. developed its new proposition, dubbed Gold Core Range Kits, enabling jewellers who might have dropped fine gold jewellery for branded silver in recent years, an easy way to merchandise an offer in this category.
The Kits feature fresh designs at accessible price-points, allowing retailers to add a “gold core” to their businesses, according to Shem-Tov. Kit sales represented over 25% of all jewellery orders for the company, especially from new or returning dormant customers.
Stubbs & Co. sales manager Philip Glass believes it is the strength of the Olympia venue that contributed to a 62% increase in sales, compared to the company’s time at Earls Court last year.
He commented: “We promoted the Gold Core Range Kits prior to the show and many retailers mentioned that this is what had drawn them to visit our stand. The presentation of the kits in a ‘window ready’ format resonated with buyers and considerably helped their investment decision.
“I was very pleased with the venue. The natural light made for an airy, bright atmosphere. I think that shortening the show by a day was very effective. Buyers were much more focused and active right up to the close. Our sales in Olympia were up by 62% higher than at Earls Court last year.”