Amore plots 30% growth in two-year action plan

Founder Barry Mislin on cruise liners, foreign markets and design.

The founder of jewellery brand Amore has told Professional Jeweller that he hopes to grow the brand by 20 to 30% in the next two years as part of a fresh sales strategy.

Speaking to Professional Jeweller at Jewellery & Watch Birmingham, founder and designer Barry Mislin admitted that the brand is now stocked in 200 House of Fraser stores nationwide and is achieving significant success online.

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Both Amore Argento and Amore Oro – the silver and gold brands under the Amore umbrella – are also stocked on a variety of cruise liners as well as in Malta and Gibraltar. Mislin hopes to grow these international markets throughout 2015.

As well as investing funds in photography and video for its online audience, Mislin says he has focused on developing Amore Oro in the last two years, admitting it is “still a major part of sales” for the company.

He described 2014 as “good for gold” with his established customer base seeking out branded collections with the Amore purple and white colour scheme and packaging.

Amore offers rhodium-plated silver collections with semi-precious stones and 9ct yellow gold ranges with a variety of precious gemstones. All pieces are designed by Mislin and crafted in the Far East.

Currently, the brand’s most successful pieces include amethyst and blue topaz pieces, with ruby, sapphire and emerald designs slowly “coming back,” according to Mislin.

Mislin hopes to grow both brands by 20 to 30% in the next two years having invested heavily in its gold ranges.



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