WINNER Swarovski, Stardust: Launched in October 2014, Swarovski's Stardust collection represents a versatile reimagining of the stacking bangles trend; but instead of charms, it offers hundreds of crystals captured inside a colourful mesh. With 12 colours to choose from, single and double wrap options and RRPs upwards of £49, the Stardust range has perfectly targeted Swarovski's younger consumer seeking wearable glamour at affordable price-points. Launched alongside a dedicated in-store campaign featuring supermodel Miranda Kerr, Stardust has had the full-force of Swarovski's marketing behind it, culminating in print and outdoor advertising and dedicated blogger activity. The range is now sold through more than 500 doors, including Swarovski stores, and has outsold previous Swarovski fashion collections by 40%. Due to the positivity of customer feedback, Swarovski plans to diversify the Stardust offer and add more styles to the collection for SS15.
WINNER Swarovski, Stardust: Launched in October 2014, Swarovski’s Stardust collection represents a versatile reimagining of the stacking bangles trend; but instead of charms, it offers hundreds of crystals captured inside a colourful mesh. With 12 colours to choose from, single and double wrap options and RRPs upwards of £49, the Stardust range has perfectly targeted Swarovski’s younger consumer seeking wearable glamour at affordable price-points. Launched alongside a dedicated in-store campaign featuring supermodel Miranda Kerr, Stardust has had the full-force of Swarovski’s marketing behind it, culminating in print and outdoor advertising and dedicated blogger activity. The range is now sold through more than 500 doors, including Swarovski stores, and has outsold previous Swarovski fashion collections by 40%. Due to the positivity of customer feedback, Swarovski plans to diversify the Stardust offer and add more styles to the collection for SS15.
HIGHLY COMMENDED Chrysalis, Flourish: It’s been an incredible year for British charm bangle brand Chrysalis, with a plethora of new collection launches and hundreds of doors opened (including 16 in just one week in November 2014) from County Cork to the Caribbean. Its bestselling Flourish collection comprises 12 bangle designs, each with a unique flower motif; from snowdrops for January to blue narcissi for December, with either black rhodium or 14ct gold-plated finishes. This collection has a two-fold attraction for consumers, allowing them to choose the flower charm associated with their birth month, or to choose a design linked to a specific mood or emotion. For example, February’s Violet bangle is also associated with protection, love and faithfulness. With RRPs from £25, the Flourish bangles are designed to be stacked with pieces from Chrysalis’ other ranges, Chakra, Talisman and Initials.
HIGHLY COMMENDED Guess Jewellery, Urban Jungle: Leopard print never goes out of style, which is something that Guess Jewellery knows all too well. Its SS14 Urban Jungle collection combines statement chunky chains in both rhodium and yellow gold plating with pops of leopard-print crystal pavé, across matching earring, ring, necklace and bracelet designs. Designed to toe the line between everyday wear and glamorous evening attire, Guess Jewellery has achieved success significant success with the range, which has sold through boutique.Goldsmiths and House of Fraser this year, alongside its own-brand clothing stores. Bestsellers include the Urban Jungle curbed necklace (above), which can be partnered with pieces from the brand’s equally dramatic Feline Instinct range.
HIGHLY COMMENDED Michael Kors, Heritage Plaque: After achieving virtual domination of the UK fashion watch market, Michael Kors has focused on its jewellery offer in the past 12 months, selling more than 15,000 units of its signature Heritage Plaque bracelet (below) at a 98% sell-through rate. The Heritage Plaque collection of beaded and macramé bracelets and stud earrings centres on the Michael Kors est. 1981 slogan, reminding customers of the brand’s history as a fashion and accessories juggernaut. 4,000 units of the brand’s complementing Slice stud earrings have been sold into retailers this year, while the colourful summer additions to the collection achieved a 95% sell-through rate.
HIGHLY COMMENDED Fiorelli Costume, Sentiment: Creating costume jewellery with the stylish urban woman in mind, Fiorelli has impressed with its Sentiment collection of gold-plated crystal pieces, designed to give trend-aware women a seasonal wardrobe update. This versatile range has been particularly successful for the brand, boosting its AW14 sales by 16% overall and securing 46 new independent stockists and major accounts including House of Fraser, Lipsy and Jet2 airlines. Now, customers can snap up seasonal Fiorelli Costume designs at 350 stockists nationwide, including the bestselling Sentiment cluster cocktail ring, bib necklace and earrings.
