Former retailer tasked with taking brand to ‘the next level’.
Wave founder Jo Henderson has joined Fei Liu as senior brand manager.
It was reported by Professional Jeweller last week that Henderson had made the decision to leave retail business Wave that has run with co-founder Paul Henderson, who will remain at the business, for the past 12 years.
Henderson, who will remain in the Lake District but will commute to Fei Liu’s base in Birmingham two or three days a week, will be charged with developing the jewellery brand and "taking the company to the next level".
She told Professional Jeweller: "Fei very much wants to be known as a designer brand, not just a designer maker and needed someone to manage that.
"Mine is quite a broad job description. They have a structure in place with design, sales, marketing, etc, but my job is to ensure that the whole team is going to the next level and everything that comes with that – offering the retailers support, packaging, point of sale, look books – while still remaining small enough to serve them individually with that human element."
Henderson, who herself was a stockist of the brand with Wave, said that Fei Liu is looking to open more doors while at the same time "growing with existing stockists". It will also be launching new product ranges.
She added: "Fei’s vision and ability are astounding. He is one to watch this year and next year and going forward.
"Both Fei, myself and the whole team are very excited about what the next 12 months will bring. I feel the brand has so far to go in the UK market and beyond."