Insignety is a new and innovative brand launching at this year’s International Jewellery London. Understanding that real-time personalisation is the new standard, the affordable luxury brand has created a concept which provides retailers and consumers with both a high-end product and unique end-to-end in-store design experience. Here, UK sales and marketing manager, Amber Saunders, explains the concept and reveals the company’s plans for the UK market…

Insignety has an innovative concept that goes beyond the product, could you explain what makes the brand unique?
Insignety gives the customer the ability to design one-of-a-kind jewellery pieces together with the jeweller, through our innovative and revolutionary design solutions. In just four easy steps, retailers can create personalised jewellery with their customers. A cloud-based design tool offers lots of possibilities to create and customise unique rings or jewels. For example, using unique, personal design features such as a heartbeat, handwriting, fingerprint, various metal combinations, design options and diamond settings. Insignety provides high-quality and distinctive products and services to consumers who have high expectations. That’s why we work exclusively with the best craftsmen and use only the very best materials, precious metals and techniques, which are sustainable and certified.

Why do you think Insignety is a good fit for the UK market?
The UK has been part of a research programme that Insignety conducted over the past two years where we found a high level of interest from jewellery retailers. Despite the increase in online shopping, consumers continue to make the most of their purchases in bricks-and mortar stores because online shopping fails to deliver one critical thing: experience. We feel that retailers need to keep their consumers interested and have to create an exceptional, intuitive and personalised in-store experience. We think the UK is missing a brand that offers all of these crucial elements for jewellery retailing in the present day and future. Insignety responds to these trends by offering a complete experience. The retailer becomes a jewellery designer and in the production process consumers are kept informed of any important phase in the manufacturing of their ring. As a result, consumers see their own design come to life.


To sum up, what would you say is the brand’s USP?
Insignety is a totally unique brand, offering a complete shopping experience for the jewellery consumer unlike any other in the marketplace. Insignety has a clear mission. We believe life’s special moments should be captured in personalised designs. We provide our retailers with an end-to-end in-store design solution that is unique in the industry. It gives them the best of both worlds: attentive and personalised customer service with the added value of revolutionary real-time pricing and imaging. As an Insignety Expert Designer our retailers provide their customers with an interactive, fun and intuitive experience. We make it easy for retailers to create and customise jewellery together with their customer.

What’s your UK growth strategy?
Our official UK launch of the brand will take place at IJL where our priority focus is on brand exposure across the industry. It is the ideal launch pad because we will be able to demonstrate to buyers exactly how the Insignety brand works and let them experience the interactive software for themselves. This may sound unusual, but we are not going to be signing any retailers to the brand during the show. Instead, we will be analysing the interest we’ve had and formulate the most effective strategy based on this information.

How will you be supporting retailers who opt to stock the brand?
We see both our Insignety expert designers and customers as partners. We want to nurture long term working relationships with our retail partners and as part of our commitment to them we have put together a comprehensive support package. This includes two options when joining the Insignety brand between our ‘Design Pack’ and ‘Design Console,’ both of which are beautifully designed and give access to our revolutionary design software. In addition we provide retailers with six real precious metal rings, which come with a display stand and incorporated 10.1 inch Samsung Galaxy Tab A to draw customers in with our marketing visuals specifically targeted to individual retailers’ audiences. In order to spur and support our retailers’ in-store sales, we also provide a wide range of point-of-sale tools, while our back-office system helps our retail partners raise their customer service to a new level and maximise productivity.

What will you be showcasing to buyers at IJL?
Retailers who visit us can expect the full Insignety experience. Our team members will walk retailers through the very same in-store experience their customers can expect. They will see firsthand how easy the design consoles are to use and how our revolutionary software provides real-time pricing and imaging.

Head to stand E01 to meet the team, discover the products and celebrate Insignety’s launch into the UK.