US. ELLE Jewelry, a partnership between ELLE Magazine and Brands 88, is set for a facelift this spring at the IAADFS Duty Free Show of the Americas.
Brands 88 is an affiliate of PAJ Group, said to be one of the largest sterling silver manufacturers in the industry. ELLE Jewelry was formed in 2002 when Brands 88 struck up a partnership with ELLE, the world’s largest fashion magazine with 39 international editions in over 60 countries.
For Spring 2009, ELLE Jewelry will introduce new in-case displays, tower programmes and packaging, said Brands 88 Vice President Patricia Price. Also on the cards this year is the offering of more price conscious items for the inflight customer.
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The ELLE Jewelry and ELLE Time collections |
“In addition, we are in the process of building new ELLE concept stores in the US to create even greater visibility for the brand,” Price added. To this end Brands 88 has struck up a partnership with US-based Signature Brands International.
“The biggest challenge we have faced thus far is having the proper representation in the US and Caribbean territory,” Price explained. “We have just partnered with Carolyn Morgan, President of Signature Brands International to represent the ELLE Jewelry & ELLE TIME brand. With Carolyn’s background and expertise in the duty free business, we feel confident that she will take our duty free business to the next level.”
Outside the US, ELLE Jewelry’s duty free business in Europe and Asia is also on track, receiving “tremendous response”. Represented by Escale International, ELLE Jewelry is listed on KLM Royal Dutch Airlines and Virgin Atlantic Airways and is also in the Beijing Capital and Shanghai International airports, Price said. It is also currently listed in the Delta/Northwest Airlines’ inflight magazine.
Building awareness
Price describes the ELLE woman as “an independent and well-travelled woman, wearing pieces that reflect her multi-faceted lifestyle”.
“We always keep the ELLE woman in mind when we develop the jewelry and watch collection [ELLE TIME],” she added. “She is an independent, spirited, fashionable and price savvy shopper and she looks to us to create pieces that she can collect and cherish over time.”
The ELLE TIME collection won the DFNI Product Awards 2008 for “˜Best Watch Marketing Campaign’. The campaign featured several lifestyle model shots ranging from lounging on a yacht in St Tropez to cruising through the hills of Napa Valley, Price said.
To maintain and promote brand awareness, ELLE Jewelry runs a global advertising campaign in ELLE magazine. ELLE is read by one of five women worldwide, according to Brands 88 Marketing Manager Teresa Chang.
“We also partner with ELLE to accessorise designer lines during Miami and New York Fashion Week, which creates great visibility for the brand in the fashion industry,” Chang said.
“In addition, we provide GWP promotions as well as display elements, packaging, and marketing collateral to our retailers. Each year we also design in collaboration with Paris new ELLE Jewelry tote bags, which are handed out at tradeshows and special events such as trunk shows. These bags are not only a great way to generate excitement and recognition for the brand but more importantly to support and contribute in our own way to the “˜go green’ movement,” she added.
Spring/Summer trends
What are some of the trends for the spring/summer season? “ELLE Jewelry works closely with the ELLE Paris design team and trend forecasters,” Chang revealed. “With the trend information we are given, we integrate it with current jewelry directions to create a look that is uniquely ELLE.
“For Spring 2009, we are seeing the importance of nature themes. We designed to that theme by introducing the Wild Butterfly collection which is composed of open work butterflies with a light stipple texture. The statement piece in this collection is the cuff composed of butterflies layered together to create an asymmetric piece of art.
“Another look that has real staying power is that of animal prints. As we have seen throughout fashion history, animal prints are timeless classics that are reinvented with a twist each season. Taking a walk on the wild side, we have introduced two textured croco prints, a large rock pattern and a smaller pattern which are intended to be mixed and matched to create an exotic look.
“The key colour we are focusing on for Spring is that of tonal blues. In our Clusterforce collection, we have used a combination of translucent and opaque stones that will transition beautifully into the Fall/Holiday season as well. Stones used include: Turquoise, Blue Mother of Pearl, Blue Quartz, and Sodalite.
“A key jewelry trend that we have seen with real staying power is charms. Now, more than ever, jewelry enables women to express themselves and to make a personal style statement. ELLE introduced the Amulette collection featuring six themes including: Parisian inspired motifs, Gem-baubles, Luck & Love, Zodiac, Expressions-engraved with powerful words, and Best sellers, taken from top selling ELLE Jewelry styles,” Chang said.
Commenting on the changing landscape of the jewelry category, Price said: “It’s not only about purchasing a piece of jewelry anymore. Customers are looking for more than that, they want to purchase something that is personal and makes a statement about their individuality. Brands are a way to express that individuality.”
ABOUT ELLE JEWELRY
The ELLE Jewelry Collection is a brand extension to the largest fashion publication in the world, ELLE Magazine.
In 2002 ELLE Magazine partnered with Brands 88 – an affiliate of PAJ Group, which is one of the largest sterling silver manufacturers in the industry – to form ELLE Jewelry. Initially sold in North America, the collections gained momentum in fine jewelry and specialty stores, and a global licence was struck in 2006.
ELLE Jewelry is a high polished sterling silver collection often complemented with colourful gemstones. ELLE Jewelry’s signature ruby logo can be found on each piece. In addition, each piece is rhodium plated to resist the effects of tarnishing.
For more information, contact Teresa Chang, Marketing Manager, Brands 88 Inc, tel: +1 214-688-0088 ext 181, fax: +1 214-637-8676, or e-mail: tchang@prime-art.com. Visit www.ellejewelry.com.
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