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COLLECTIONS OF THE YEAR 2019: Personalised Jewellery

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Letters, charms and lockets all dominate when it comes to helping customers get personal.

View the winner and finalists here…

WINNER: Astley Clarke – Celestial

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British jewellery brand Astley Clarke ramped up its personalisation offer this year with a new complimentary photo service. Once upon a time customers had to print off photos and play with formats in order to fit an image perfectly inside a locket. Now, with Astley Clarke’s new service, adding a photo has never been easier. Customers simply just need to upload their favourite picture online and the brand will do the rest. Using new photo technology Astley Clarke formats, prints, and inserts a consumer’s image into their locket of choice. For SS19 the brand introduced a new range of lockets to showcase this new service — the Celestial collection. Inspired by the essential navigational instruments used by explorers in the 14th and 15th centuries, Celestial aims to evoke the feeling of plotting a course with a little help from the stars. Unsurprisingly, the easy-to-use technology and fresh designs has attracted a new generation of locket wearers. Demonstrating customer service innovation married with an exciting new product launch is a recipe for success, the Astley Clarke Celestial line snapped the Personalised Jewellery Collection of the Year title after storming ahead with 40% of the votes.

 

HIGHLY COMMENDED:

Gecko – Alphabet


For leading jewellery supplier, Gecko, winning sales really has been as easy as ‘A, B, C’ this year, with its Alphabet collection, launched at the beginning of the year, exceeding expectations. Ramping up its personalisation offer in response to retailer demand and the success of its Birthstone range, Gecko introduced a new line of pendants to its Beginnings brand. Designed in house, Alphabet features unique art-deco style lettering, crafted in sterling silver, and accented with delicate pave CZ stones. Alphabet presents a low price point solution for a range of gifting options, from birthdays to everyday wear to ad-hoc self-gifting. By tapping into a growing market and meeting key price points, Gecko has seen sales soar, with the success leading to the supplier adding 9ct gold letter options too.

Pandora – Pandora Me


Jewellery giant Pandora created a collection this year with the purpose of attracting the next generation of charm collectors. Named Pandora Me, the new line targets Generation Z with an offer featuring small collectible charms, a new link bracelet, stud earrings and a safety pin brooch which can be adorned and accessorised. Made to inspire the next generation with things they love the most, in a playful and confident way, charms for Pandora Me include unicorns, lightning bolts and emojis. The charms are smaller than previous Pandora jewellery, but can be styled on all bracelets within the collection and the safety pin brooch, as well on the Pandora Essence bracelet. With actor and activist, Millie Bobby Brown, fronting the campaign, this collection has been picked up quickly by consumer press and translated into sales in stores nationwide.

Posh Totty Designs – Confetti Rainbow


Built on a vision to create unique and personal jewels to celebrate milestones, Posh Totty Designs looks to innovate in this sector of the market. While the jeweller launched many new ranges this year that allow for personalisation, the Confetti Rainbow collection shined brighter than them all. Adding a new offer to the birthstone jewellery market, Confetti Rainbow allows consumers to choose multiple stones to be hand-set into one design. With 12 vibrant gemstones available each piece, crafted in hammer-effect metal, creates a rainbow that is unique and meaningful to the wearer. Furthermore, details such as dates and names can be stamped to each product too. The collection already includes a wide variety of necklace, rings, earrings, and bangle options, but due to the initial success, Posh Totty Designs will be extending the collection to include even more in the near future.

Monica Vinader – Alta Capture


Charms made a comeback last year, with cult jewellery brand Monica Vinader jumping on the bandwagon for the very first time last year. Following a successful debut, the British brand has strengthened its charm offer, creating Alta Capture for consumers to enjoy. Featuring statement links, this line is playful, versatile and easily interchangeable. Customers are able to wear pieces plain, or curate their own style and build a bespoke piece by altering lengths with links and adding charms that work for pendants, earrings and bracelets. Alongside the new collection, Monica Vinader added a ‘jewellery builder’ tool to its website to allow shoppers to create their own piece with ease. In just three easy steps users can choose their piece, their finish and the charms they want to add. And if they are unsure about what to do, the brand has placed plenty of inspiration on its website for consumers to view.

Tags : Astley Clarkecollections of the yeargeckoMonica VinaderPandorapersonalised jewelleryPosh Totty Designs
Stacey Hailes

The author Stacey Hailes

Editor, Professional Jeweller

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