Equss boosts brand image with fresh collections – 16/11/09 : Moodie Davitt Report

AUSTRALIA. Australian jewellery company Equss presented a sleeker brand image backed by new collections and packaging at the TFWA World Exhibition last month.

Speaking to The Moodie Report at the TFWA World Exhibition in Cannes, Equss Supply Chain Manager Michelle Kan said that new inflight and store packaging, with transparent window display, had been introduced to improve shelf presence.

The new leather handbags and wallets collections also feature more obvious branding, with the Equss name and logo clearly emblazoned across the products.

In addition, Equss has launched a newly redesigned website www.equss.com. The Flash-enabled site contains information about the brand’s collections, latest news, store locations and duty free points of sale.

New to the handbag collection are the Desideria, Trixie and Tora lines.


(Left) The Desideria collection features bag charms with tassels and gold-coloured Equss motifs; (Right) The Tora line features gold-coloured clasps which form the centrepiece of the bag, as well as the Equss name in gold lettering

The Desideria collection, in red and white, features bag charms with tassels and gold-coloured Equss motifs. The Trixie range, which comes in white matt leather, is highlighted by the miniature buckles on the bag straps. The Tora line comes in several shades of brown and red in shiny patent leather. A gold-coloured clasp forms the centrepiece of the bag, and all models show the Equss name in gold lettering.

Equss also exhibited four new jewellery collections: Reine, Orabelle, Letizia and Freuretta.

Reine, hailed as one of the brand’s most beautiful collections for this season, features all natural cultured pearls and cubic zirconia.

The Orabelle collection, in earthy hues, is said to be inspired by nature; one of the highlights of the line is Hani, a convertible necklace-bracelet piece.



(Clockwise from top left) The Gabrielle necklace from the Reine collection, with natural cultured pearls and cubic zirconia; earrings from the Letizia line featuring interchangeable pearls in different colours; The Adora pendant from the Freuretta collection with coloured crystals; and Hani, a convertible necklace-bracelet piece, from the Orabelle collection

The unique selling point of the Letizia collection lies in the interchangeable pearls of the jewellery pieces, allowing customers to mix and match. The natural cultured pearl – available in pink, white and black – can be detached from the piece and replaced with another pearl of the customer’s colour choice. The collection includes necklaces, rings and earrings and is available in both silver and gold.

The Freuretta collection features coloured crystals with cubic zirconia set in a sterling silver pendant, which comes in heart, flower and intertwining ring shapes. The cubic zirconia and crystals are available in colours such as pink, purple, red and silver.

Besides handbags and jewellery, Equss also presented its women’s watch collection, a fresh focus for the brand. The Meteórico watches incorporate oversized crystals in heart, star and circle shapes on the stainless steel cases. Water-resistant to 5atm, the watches are available with black, white, brown or blue leather straps, and include a one-year international warranty.


(Left) The Meteórico watch with white straps and oversized star-shaped crystals; (Right) Espejo features a set of crystals on a reflective mirror dial. Both are water-resistant to 5atm and come with a one-year international warranty

For men, Equss presented the new Espejo collection, which features a set of crystals on a reflective mirror dial. Available with red, black and brown straps, the watch is water-resistant to 5atm and comes with a one-year international warranty. “It has a bigger face and is more eye-catching, and it is suitable for women too,” Kan said.

Also on show were silver cufflinks in round, square or rectangular shapes. The round ones come in silver and gold, with the Equss logo forming the centrepiece, surrounded by crystals. These cufflinks were first launched at the TFWA Asia Pacific fair in May this year, Kan said.