Hot 100 NexGems Q&A: Smith/Grey

On winning a dozen stockists and building PR and industry relations.

As we look forward to the reveal of the Professional Jeweller Hot 100 2013 on September 3 we hear from 2012’s NexGems about being part of the Hot 100, what it means for business and what’s next for the jewellery brands. First up, Birgit Marie Schmidt and Sofus Graae of Smith/Grey.

Professional Jeweller: Smith/Grey were named Professional Jeweller Hot 100 NexGems in 2012 – what did this mean for your business?
Birgit Marie Schmidt: We were honoured to be named one of the NexGems at last year’s Hot 100 especially as we had only recently launched our brand. Being selected meant a huge boost of confidence and strengthened our belief that we were on the right track. Being part of the Hot 100 put industry focus on our company and we got to know a lot of wonderful people during and after the event.

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PJ: Tell us about the year since the Hot 100, how has business evolved?
Sofus Graae: Since the event we signed with both a PR agency as well as a sales agent to broaden our brand perception within the UK and beyond. We also developed two new collections and won free stands at The Jewellery Show London and Treasure [thanks to the Professional Jeweller Treasure competition]. We have grown our stockist list and are proud to say that at the end of the summer our jewellery will be available in nearly a dozen stores around the world such as New York, Beirut and Shanghai.

PJ: Your collections are inspired by roses, horses and plankton. What can we expect next from Smith/Grey?
BMS: There are a lot of things boiling and we already have some concrete ideas about new collections in mind. We are also in the process of updating our online presence as part of our brand strategy and communication. Make sure you follow us!

To discover the Professional Jeweller Hot 100 2012 NexGems, click here.



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