GUEST COLUMN: Find out why Gecko Jewellery is betting on gold for SS19

Words by Desiree Pringle

Gold is well and truly back in fashion. From everyday wear to statement pieces, the trade has seen a resurgence in consumer demand for yellow gold, in particular 9ct gold, which was up 7.7% in Q3 2018, that we do not expect to dissipate any time soon.

At Gecko we have seen performance on Elements Gold increase by almost 10% year-on-year. Given the challenging economic climate and continued uncertainty, this is particularly impressive and encouraging. Feedback from customers is that this collection in particular, has a wide breadth of product type, from pearl embellished to simple, stylish pieces and that it’s this versatility, as well as low to medium price points, that is playing out well in their stores.

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We focus on ensuring that we have a good balance of product in our jewellery collections, so that means having representation of both classic and contemporary styling. It also means that as well as the traditional bestselling combination of plain gold and diamond pieces, we ensure we respond to the increasing demand for coloured gemstones too.

I am particularly excited to see our customers’ reaction to the new gold collections that we have planned throughout 2019. We have increased the size of the overall 9ct range for 2019 by approximately 50%; this has given us the scope to offer a much wider range of products, including some more luxurious, heavyweight lines — ideal for those customers with a little bit more to spend, especially suitable for seasonal, birthday and anniversary gifting.

We have some amazing new statement chain styles in both bracelets and neckwear, along with a selection of organic style, heavier weight lines which have been designed in-house. These pieces are simple, stylish and tactile enough to wear every day. We have included some new art-deco styling using sapphires and emeralds highlighted with diamonds, to give our precious range a real update. We are also launching a new collection of cocktail rings which have been a great success in 2018, and are set to continue on an upward trajectory in 2019. We can partly attribute this to the ‘Meghan Effect’ or to give her correct title, HRH The Duchess of Sussex. She wore an aquamarine cocktail ring to her wedding evening party in May, which previously belonged to the late Princess Diana, and the media and fashion world went crazy for this which rippled thankfully to the jewellery world as well.

As part of our New Year launch, we have some stunning limited edition heart styles in garnet with diamond highlights, along with a sprinkling of spring colour including rose de France amethyst and blue topaz, which will be perfect for Valentines. We have pitched them at price points designed to help retailers easily clinch those critical sales at this key time in the jewellery calendar.

The new jewellery collections are incredibly well-considered, and our designers spent months researching and designing the new styles we are introducing. We did not want to extend the range without ensuring we were truly offering something extra special and with a strong focus on saleability. Gecko Jewellery is always pushing the envelope each season with a selection of on-trends designs to add excitement, while also delivering newness which our core customers will want to see in the range. However, where we set ourselves apart from competitors is the focus on conversion. We understand that retailers need that breadth of versatility of product and price point to satisfy existing customers and attract new ones.

As well as widening the range of 9ct gold, there is also now a demand from our customers for an 18ct gold offering. To satisfy this, we have selected our best-selling styles from Elements Gold, and replicated them in 18ct, and this is available to customers now. We also hope to introduce some designs which come exclusively in 18ct gold later in 2019.

As always, to support our customers in presenting the new collections both in store and on their websites, we have also created gorgeous new model and feature imagery and product information cards available to all our Elements Gold customers. We’re very excited to see how the new ranges are received by both retailers and by their customers too.

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