It’s been a big year for THOMAS SABO with the reimagining of the Charm Club, but that’s not all that the brand is bringing to the market in the final quarter of 2023. From celestial-inspired ranges for the upcoming season to the UK launch of sister brand SABOTEUR, Darrell Granton, sales director for the UK & Ireland for THOMAS SABO, takes us on a journey through the cosmos.
Can you talk us through some of the latest additions for AW23?
Absolutely, let’s delve into the exciting details of our Autumn/Winter 2023 collections, launching from September onwards:
- Sterling Silver collection — Cosmic Amulet
This season, we prominently feature our new Cosmic Amulet collection. With this collection, we explore the enchanting realm of talismanic jewellery, drawing inspiration from the universe itself. Our designers have created pieces that encapsulate the mystique and wonder of celestial bodies, invoking a sense of cosmic connection. In addition, our Heritage Glam White and Purple lines evolve our heritage concept with contemporary flair. - Yellow Gold Crocodile Rocks for peak A/W
For those seeking bold and distinctive statement pieces for the season’s peak, our Yellow Gold Crocodile Rocks collection is not to be missed. These pieces exude luxury and sophistication, adding a touch of glamour to any ensemble. The collection combines elegance with a touch of the wild, perfectly embodying our brand’s DNA. - Charm Club Charmista concept investment
Our commitment to the Charm Club concept remains unwavering both in terms of unique designs with the highest demands on quality — such as the delicate cold enamel hand painting on numerous AW23 pieces — and, at the same time, we continue to invest heavily in creating delightful experiences for our customers in our retail stores, online, across social media and through our partners. Following the success of our Charmista — As We Dream collection, inspired by stars and sci-fi, we are thrilled to present a stunning array of new Charms that capture the essence of the festive season. Mark your calendars for November 28th, when we will unveil a Christmas collection that promises to captivate Charmistas with its enchanting offerings, ensuring the merry season is truly magical.
Celestial peace and celestial bodies are key themes of the new designs. What inspired this focus on lucky star constellations and heavenly bodies in our galaxy?
At THOMAS SABO, we always believe it is important to design pieces that lead to self-expression and have a strong message. With our new Cosmic Amulet collection, we wanted to create a collection that allows you to go beyond your inner imagination, to be inspired by the vastness of the universe. Meaningful words such as ‘Love’, ‘Happiness’, ‘Luck’, ‘Dreams’, and ‘Energy’, as well as the codes of our galaxy, have found their way into amulets that are designed to empower and protect those who wear them. Our designers’ aim was to create an aesthetic that is out of this world and make the wearer feel like it’s time to dream more and shine now.
THOMAS SABO already operates an extensive retail network in the UK, do you have any new store openings or pop-up shops scheduled for the next 12 months?
Our retail network holds a paramount place in our organisation, much like our valued wholesale distribution and brand partners. Exciting updates are on the horizon:
1. Our Bluewater store has recently reopened after undergoing a relocation to a new, fresh, and dynamic spot.
2. We’re actively in pursuit of new venues across the country to strengthen our Charm Club and Charmista concepts, expanding our presence.
3. The rollout of our Fine Piercing and jewellery brand, SABOTEUR, is in full swing within our existing retail network with its completely new approach to how we reach customers and build the community almost solely through “word of mouth” propaganda.
This quarter, the retail team is gearing up for exciting launches in Cambridge, which will be followed by Manchester Trafford Centre in the new year: our next destinations to feature a Fine Piercing studio and SABOTEUR experience.
4. Pop-up ventures are proving to be a captivating avenue for our business and remain an ongoing project of keen interest. We’re continually exploring locations where we currently don’t have a retail presence. In these spaces, we’re focusing on amplifying our Charm Club business and speaking especially to younger customers with a completely new, fresh, and fun pop-up store design in the pipeline. We are also presenting the standalone Rebel at heart concept, creating unique retail experiences for customers looking for unisex jewellery.
THOMAS SABO’s sister brand, SABOTEUR is now available in nine locations in Germany, as well as in key destinations in Austria, France, and Switzerland. The Fine Piercing service recently launched in the UK with a store in Manchester Arndale. What influenced the decision to launch in Manchester?
Manchester truly stands as the perfect launchpad for our SABOTEUR brand. The city’s dynamic and eclectic scene perfectly mirrors the spirit of SABOTEUR. We’re proud to share that our co-founder, Santiago Sabo, is deeply involved in shaping this exciting venture.
How does SABOTEUR shape up to competitors?
We are confident that the SABOTEUR Fine Piercing service — unmatched by any competitors for levels of hygiene, studio aesthetics, quality of products, and levels of customer service — will highly resonate with those customers looking to venture into the creation of personalised “Constellations” and who are looking for an outstanding experience in generating distinctive looks for their ears.
Our specialist in-store piercers have been trained to the best standards and are able to provide expert guidance on the perfect piercing combinations that match the customer’s style and on piercing trends. There are no rules when it comes to piercings and, at SABOTEUR, we encourage self-expression: crafted from 18-karat white, yellow, and rose gold, and encrusted with natural gemstones and diamonds in a range of facets, our piercings allow you to experiment and play around with different styles to unleash your wild and unbounded creativity.
Where will SABOTEUR be launching next?
We are strategically expanding the SABOTEUR brand, thoughtfully considering the market demographics and areas where we see a growing demand for fine piercing beyond London. While we continue to explore new locations — with Cambridge and Manchester Trafford in the pipeline — it’s worth noting that we are actively seeking the perfect London store for SABOTEUR to complement our nationwide presence.
Wholesale has always been a huge part of the THOMAS SABO business model and you place immense value in the relationships that you build with your retail partners. Have you negotiated any new doors with key retailers in the UK market?
We are deeply committed to our wholesale brand partners and the enduring relationships we’ve cultivated over the years. Our priority is to provide continued support to this network, which is why we’ve expanded our team by adding an additional area sales manager to further bolster this effort.
Within THOMAS SABO’s extensive range of collections, we’re particularly focused on Charm Club and Rebel at heart, aiming to broaden our distribution across independent jewellers for Charm Club and selected premium men’s fashion stores. This represents a strategic, long-term approach because unisex jewellery, in particular, is on the rise. Our brand has always promoted this with the Rebel at heart line, but now everything, not just jewellery, is unisex. Men wear what they want and that’s great. Thanks to our brand’s agility, we’ve made notable strides in securing additional exposure across the UK in the past months to meet demand.
We are excited to announce our expanded partnership with John Lewis, which now includes a dedicated 1m space in 22 stores, specifically catering to our Rebel at heart collection, with a focus on the men’s consumer. This complements our presence in the current 26 John Lewis stores, where we showcase Sterling Silver and Charm Club.
Furthermore, we have strengthened our collaboration with the Signet Group, featuring both Sterling Silver and Rebel at heart collections within the Ernest Jones fascia. Additionally, we’ve recently introduced Charm Club into 19 selected H Samuel stores. This collaboration is particularly exciting and exemplifies our adaptability in response to changes within our partner’s businesses.
Which collections are proving particularly popular with your wholesale partners?
Charm Club has taken the market by storm, with strong demand for Charms and Charm bracelets. This enduring trend has resonated well across the market, establishing a younger audience and CHARMISTA Community, as well as captivating our existing followers. Design and price points are key, particularly with the current climate, so we are pleased with the performance.
In addition, our Rebel at heart collection for men and the unisex wearer has gained substantial traction within the UK market.
Within our extensive Sterling Silver catalogue, we boast an archive of best-selling designs and iconic pieces to captivate customers year after year. It is our intention that all of our pieces, existing and new, are very unique so customers have not come across them anywhere else. THOMAS SABO designs become strong because of their story telling, customers can identify with them and their joys, but they aren’t too trend-focussed so they can also accompany them for a very long time. All of this makes our brand stand out at our partner retailers.
What benefits can retailers expect when they become wholesale partners of THOMAS SABO?
Retailers who become wholesale partners of the brand can expect a wide range of benefits, including:
- First of all, a lively and diverse brand world that stands out and in which every design is absolutely unique and developed with great attention to detail to attract their customers!
- Selective and responsible partnership: We carefully choose our wholesale partners to ensure a responsible, profitable, and long-term collaboration. We value relationships built on trust and shared values.
- Access to the world of THOMAS SABO: Retailers aligning with us gain the prestige of representing one of the most exciting jewellery companies in the industry. Our unwavering commitment to design, quality, and craftsmanship ensures that our partners offer premium products.
- Dedicated support: Our partners receive personalised support from myself and our team of experienced area sales managers. We work closely with each partner to tailor our partnership to their unique needs.
- Comprehensive offline support: We provide retailers with impressive point of sale materials and shop-in-shop solutions that immerse their customers in the world of THOMAS SABO. Our in-house marketing team complements these efforts, and retailers have access to a suite of B2B ordering platforms for seamless reorders and replenishment.
- Strong online presence: THOMAS SABO excels in the online realm, and our partners benefit from this expertise. We support their online ventures with effective strategies and resources so that they can capture their customer across both channels.
- Becoming part of the THOMAS SABO Family: The most significant benefit is that retailers become integral members of the THOMAS SABO Family. They represent our exceptional designs, craftsmanship, and high-quality jewellery. Our full support network assists them in growing their business both offline and online. This includes a dedicated commercial team in the field, focussing on top sellers and maximising the potential of our collaboration.
In essence, we provide comprehensive support to our wholesale network to ensure that they immerse and enjoy themselves in the world of our brand — led by the vision and momentum of our founder and chairman Mr Thomas Sabo himself.
