Buckley Jewellery has been making strides in travel retail, following its debut in the channel at the TFWA Asia Pacific exhibition in Singapore last year.
“It has been an incredible year and the growth has exceeded all of our expectations,” Buckley Jewellery Sales & Marketing Director Neil Thompson told The Moodie Report. “We started 2010 with two listings on one airline and finished the year with over 70 listings on 28 airlines. We have also seen our brand range established into several ground locations in four new countries.”
As reported, the UK-based jewellery company has a strong presence in its domestic market, but its concerted push into travel retail has since expanded its reach on an international level into other markets. Its new airline customers are a good mix of American, European and Asian names, and Buckley is hoping to gain further inroads in the Asian inflight sector at this year’s TFWA Asia Pacific exhibition.
The Singapore show, which takes place on 15-19 May, will see Buckley Jewellery showcasing some new designs from both its Buckley London brand and its premium vintage brand Attwood & Sawyer (Stand number: N9).
Established in 1956 and manufactured in Wales, Attwood & Sawyer was purchased by Buckley Jewellery and left dormant for several years. Recognising the vintage and classic quality of the brand, the company took some old samples – still in pristine condition – out of storage and has since resurrected the range with new designs.
Commenting on the potential of Attwood & Sawyer, Thompson said: “We showcased some of the original designs at TFWA Singapore [in 2010] which were very well-received and have subsequently been listed on several major airlines and are selling well. It is our intention to keep this brand true to its heritage and maintain the vintage and Royal-inspired feel.”
The brand has spawned several popular styles including the Windsor set, which is doing well in the Middle East, as well as the Royal Celebration set, inspired by the upcoming Royal Wedding between Prince William and Kate Middleton.
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(Clockwise from top) The Windsor set by Attwood & Sawyer; three of the latest designs from Buckley London: the Sparkle Heart set, the Swarovski Shell Spiral pendant, and the Swarovski Cockscrew Twist pendant; the Royal Celebration set by Attwood & Sawyer, inspired by the upcoming Royal Wedding between Prince William and Kate Middleton |
Also on the agenda for 2011 is a new premium 925 silver range, which will have its own unique brand and design handwriting. Company founder Adrian Buckley has been working with the design team on this project, and is hoping to have it ready to launch at the TFWA World Exhibition in Cannes.
The company’s accomplishments in the past year can be largely attributed to its High Street retail experience.
Thompson said: “What became clear from listening to the industry and attending events such as the TFWA Singapore and Cannes was that there is an appetite for innovation and change. This seemed like second nature to me coming from a High Street background where newness and pace are the bywords for success. Many of our fashion clients, for example, require new jewellery ranges every eight weeks.”
Buckley’s own label business is a major supplier of jewellery to blue chip High Street retailers and is well supported by a team of over 20 international designers who are based in London but travel the world in search of creative inspiration.
“We wanted to use our design expertise to provide our travel clients with a good mix of proven bestsellers and unique designs that can be offered as airline exclusives,” Thompson added. “We understand that from a design perspective that what works in Europe might not necessarily work in Asia and the USA. It is our job to offer our clients bespoke products that are tailored to suit their passengers’ tastes.”
Support from other industry players has also helped Buckley Jewellery to tackle the challenge of understanding the intricate workings of the channel. “We have been very fortunate to meet some great people who have helped us to understand the details of supplying to the travel retail industry.
“As a relatively new supplier, I have been overwhelmed by the kindness and support received from within the industry. And having spent the last 20 years working in High Street retail it is perhaps worthwhile for a “˜new boy’ like me to take the opportunity to remind everyone that travel retail is a special industry.
“And while we are delighted to have been given so many opportunities, we do recognise that supplying our clients with jewellery that inspires their customers is the real measure of success and this remains our focus,” Thompson concluded.
For more information, contact Neil Thompson, Sales Director, Buckley Jewellery. Tel: +44 (0) 113 230 5292. Fax: +44 (0) 113 230 6115. E-mail: neil.thompson@buckley-jewellery.com. Visit www.buckley-jewellery.com.
