Clogau clear about its focus after brand restructuring


Welsh jewellery brand Clogau insists it is developing into a business with three “distinct” propositions after shaking up its brand portfolio during the past 12 months.

The company has carved out a clear strategy for growth and believes the launch of a number of new 9ct gold pieces, created in response to retailer demand, demonstrates its focus on providing profitable jewellery lines for the trade.

Its latest campaign, ‘Gold of Royalty’, is inspired by the magnificence of palaces, compelling love stories and the heritage of British royalty – all containing the same rare Welsh gold as used by royalty for over 100 years.

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Managing director, Ben Roberts, says the company has worked hard to create a clear market offering. “Last year we restructured our brand portfolio and retail support function. We are gradually developing into a brand with three distinct propositions: fashion, beads and bridal,” he said.

Mr Roberts confirmed that Clogau is set to exhibit at IJL for the first time next month, using the exhibition as a platform to showcase its collections and outline the progress it has made.

“While we will be unveiling our fabulous new jewellery for AW16, we also view the show as a vehicle to take our retail partners on a journey through the brand’s heritage, collections, visual merchandising service and retail support,” he explained.

He adds that communication of the brand story, encompassing “rarity and royalty”, is an essential undertaking for any retail partner. “We work best with those retailers who are committed to excellence in every area of their customer service, from implementing visual merchandising standards to on-going training to development of their staff,” he said.

The new 9ct gold pieces it has developed will be available for retailers to see firsthand at the show. This includes ‘Serenade’, a collection inspired by magical adventures under the enchanting moonlight, and new additions to its ‘Eternity’ and ‘Tree of Life’ ranges.

Tags : 9ct goldBusinessclogauIJLJewellery
Andrew Seymour

The author Andrew Seymour

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