Bronzallure is a relatively young brand in the industry, which is one of the reasons Jennie Higgins is so excited to have joined the company.
Since taking up the newly-created brand development manager post at the company, Jennie has been busy working alongside her colleagues to enhance service levels for existing retail partners through training, visual merchandising and stock management, while also identifying new partners that might be a good fit for the brand.
To understand what trade customers want from a relationship, suppliers have got to spend sufficient time at the coal-face and, fortunately for Bronzallure, Jennie relishes the opportunity to travel the length and breadth of the country meeting retailers and understanding what makes them tick.
“Working with the sales teams and spending time in their stores gives me a clearer perspective on their individual store requirements,” she says. “Every store is unique: customer base, service expectation, stock selection and brand progression, which is why I ensure that I listen to my retailers – working closely with them to help them achieve their business goals with the brand.”
The heritage and provenance of the brand offers jewellery retailers that work with Bronzallure the chance to create personality around each collection that they stock and this is something that Jennie will be reinforcing to the market as she gazes ahead to what the next 12 months might hold.
“First and foremost I am looking to nurture and develop our existing retail relationships while growing the network of brand advocates and, ultimately, expanding the base of retail partners. The aim is to ensure an even spread of partners across the UK – giving consumers that additional brand confidence and recognition.”