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Mannequins installed in Bijoux Terner’s IAADFS booth feature the brand’s head-to-toe fashion look |
US. In a major diversification of its business, Bijoux Terner, the Luxury at $10 retail concept, introduced two new brands at higher price points during the IAADFS Duty Free Show of the Americas last month. In other significant news, the company has struck an agreement with A La Gate Carte to offer its products on Bijoux Terner-branded mobile shop carts inside airport terminals.
In the first development, the company is to start offering two new additional ranges in its stores retailing at around US$20 and US$30. The new ranges, called Voux (priced at US$19.99) and X’est Jolie (US$29.99), play on the “˜x’ in the Bijoux Terner name but will maintain separate brand identities in its stores.
Speaking to The Moodie Report at the Orlando show, Panos Argyros, who has recently been promoted to Vice President and General Manager of Travel Retail Worldwide, explained: “Bijoux Terner now represents several brands. We’re building the company vertically and horizontally with new price points. We already have Luxury at $10 but we are building the company through Voux, retailing at US$19.99, and X’est Jolie, priced at US$29.99. They are separate brands. Our new stores – called Adixion – will house all of our brands; that’s the direction we are going in. The first store will open in Miami Airport in two months.”
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Bijoux Terner-branded mobile shop carts will be positioned at airport terminal gates following a deal with A La Gate Carte |
Voux (chosen for its dual meaning of either “˜you’ – a present for yourself – or something for a third party) will be aimed at “consumers who come into our stores wanting something more significant in quality and value,” explained Argyros. “Voux will have a huge value to price ratio.” For example, some Voux watches will feature a rose gold look, and cocktail rings will incorporate quartz gemstones. Ties, forming part of a complete men’s assortment, will be made of 100% woven silk.
Voux will also have a sub-brand called Voux Sport, which will major on watches in distinctive round gift packaging. Gift sets – branded Deja Voux – will be an important feature, including a tie and matching cufflinks set and a belt presented with a metal watch. Three-piece sets are also a big part of the selection, such as a watch, necklace and earrings. “Watches are the driver in these sets, which are ideal for gift-giving,” said Argyros. “The Voux brand is about the art of gifting.”
The new X’est Jolie range is all about “back to nature and romance”, he continued, with striking visual imagery to match. It focuses on products such as natural pendants, leather wallets, jewellery with semi-precious stones and pearls, and Jacquard pashminas. “Again, the value perception is huge. You can get a real quartz necklace for US$29.99.”
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The new X’est Jolie range is all about “back to nature and romance”, with striking visual imagery to match | |
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X’est Jolie includes natural pendants and high quality crystal jewellery, all priced at US$29.99 | |
Bijoux Terner inks deal with A La Gate Carte
In other major news, Bijoux Terner has struck an agreement with fellow US firm A La Gate Carte to offer its products on Bijoux Terner-branded mobile shop carts positioned inside airport terminal gates. The mobile carts will carry watches, bags and jewellery and will be emblazoned with the Bijoux Terner Luxury at $10 logo and visuals. Each cart can hold more than 1,000 pieces and is manned by one sales person. Bijoux Terner will launch its first A La Gate Carte at New York JFK Terminal 4.
Regarding Bijoux Terner’s overall performance, Argyros said the company had achieved a “good performance” last year and was especially pleased with new orders from cruise concessionaire Harding Bros and Princess Cruises.
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Ties form part of a complete men’s assortment for the Voux brand and are made of 100% woven silk |
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Watches are a key driver of the Voux range, which majors on gift sets and retails at $19.99 |
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Faceted coloured gemstone cocktail rings and men’s leather belts are presented in Voux gift boxes | |
Bijoux Terner trends for Spring/Summer 11
Thanks to a newly appointed creative design team, Bijoux Terner introduced new trends and fresh products for Spring/Summer 11 at the IAADFS show last month. “70s hit parade” is the big trend for the next six months, influenced by the Studio 54 disco-glam scene. Products feature iconic signs of the era, such as the Peace sign. “Modern Minimal”, aimed at Generation Y, is a minimalistic story featuring candied jewels with casually elegant and dainty detailing. Hot new fashion styles include messenger bags, and a new category of animal print is about to hit the shelves, seen in jewellery, bags, pashminas and belts, among other products.
Another innovation is the introduction of revolving mannequins in stores to display the top-to-toe Bijoux Terner look to maximum effect.
For details, contact Panos Argyros, tel: +1 305 500 7500 or e-mail pargyros@bijouxterner.com Visit www.bijouxterner.com
