Leading travel retail distributor SKYlink has added a new name to its jewellery portfolio: Marlay. The brand is the ‘little sister’ of SKYlink’s Haus of Dietrich, and it was introduced to travel retail at the TFWA World Exhibition this year.
Marlay offers a selection of necklaces, bracelets and earrings at an affordable price point, targeting younger travelling consumers. It has already secured inflight listings with Condor, TUI Airways, Austrian Airlines, Vueling, Norwegian Air Shuttle and Kenya Airways. Discussions for Marlay’s shop-in-shop concept continue with Gebr. Heinemann and other leading travel retailers.
SKYlink Co-Founder and Haus of Dietrich Founder Thomas Wesch said, “Marlay was born as the little sister of Haus of Dietrich because we wanted to expand our vision in terms of designs, target audience and affordability.
“What started with the creation of a couple of colourful beaded necklaces led to a brand that offers a diversity of styles and materials for young consumers who do not want to spend a fortune on a piece of jewellery. This is the reason many of our customers are purchasing Marlay pieces as a gift or holiday souvenir.”
Marlay offers three collections with an average retail price of €45 (US$48). Its Ibiza range features colourful pieces crafted with pearls and beads. Matching necklaces, bracelets and ‘mix-and-match’ options head this youth-centric offer.
The Urban collection presents heavier, edgy styles with big links, chunky chains, curb chain elements and layering pieces. The texture and haptic of metal, as well as gold and silver colours are key.
The third range, Cruise, follows a maritime theme combining shells, pearls and sea stars with heart and sun design elements. Marlay also offers sets for the inflight channel, some of which are exclusive to travel retail.
Marlay was presented in Cannes after a year of extensive development which included new display and updated print and video marketing materials and a product magazine. “It was definitely an eye-catcher and sparked a lot of interest,” said SKYlink Brand & Communications Manager Hannah Lindig.
She also mentioned that Munich Airport representatives were “so surprised and happy about the new look, that they offered to add it to their shop-in-shop assortment on the spot.”
“Our aim with Haus of Dietrich was to produce less, but in better quality, underlining our commitment to a sustainable future,” added Lindig. “That of course is continuing with Marlay as we manufacture 100% of our packaging right here in Europe.
“The response to Marlay has been exceptional and we are excited to be expanding our market presence.” ✈
