Introduction: “Kurate aims to stay ahead of the curve with collections that are relevant, on-trend and easy to purchase,” says Kurate International Key Account Manager Sharon Edwards Smith as she reflects on the how the jewellery brand is navigating a changing travel retail landscape.
Founded in 1985, Kurate is a second-generation family business that has positioned itself as a leader in affordable luxury, offering a diverse portfolio of over 2,500 products that cater to varied tastes and budgets.
With well-established brands such as Moon, Belle & Beau and You, the company combines high-quality materials with price-conscious offerings, appealing to a wide range of demographics. This includes innovative sweatproof and waterproof stainless jewellery designed to be worn in any climate.
In this interview, Edwards Smith highlights how Kurate’s ‘offer something for everyone’ approach and affordable luxury portfolio are ideal for meeting the evolving demands of a global traveller base, amid a challenging macro-economic landscape.
She also explores Kurate’s strategic focus on sustainability, adaptable merchandising and trend-responsive designs, which she believes set Kurate apart in a rapidly changing market.
What sets Kurate apart in the jewellery category in travel retail?
Kurate is a second-generation family company, founded in 1985. Our extensive history has put us at the forefront in the wholesale jewellery, accessories and travel retail sectors, offering a diverse selection of over 2,500 products to thousands of customers across the world.
As a jewellery and watch specialist, Kurate has been a key player in the travel retail industry for over a decade, known for its Moon, Belle & Beau and You brands which offer a range of high-quality gold, sterling silver and fashion jewellery at incredibly good value for money prices.
We pride ourselves on offering a diverse selection of brands that cater to different preferences and styles and with our range of gold, sterling silver and fashion jewellery, we aim to offer something for everyone.
Kurate’s focus on affordable luxury plays a key role in its success in the travel retail channel.
As we know, travelling consumers come from all walks of life and have very different budgets when it comes to shopping, whether it be for themselves or as a gift. And there is a strong and growing interest and demand for quality affordable jewellery in travel retail. Our aim is to stay ahead of the curve with collections that are relevant, on-trend and easy-to-purchase.
Kurate believes it is important for retailers to offer their customers a choice in the jewellery and watch categories through products that range from luxury items to more affordable lines. Our products don’t just look good; they also match current trends and consumer demands, as well as offering great value for money.
And packaging? We are leading in that field with each piece of jewellery presented in a stylish pack. This is another important factor in our success in travel retail as the stylish packaging appeals to both self-treating and gifting.
At the recent TFWA World Exhibition, Kurate unveiled several new collections. What can you tell us about the design inspiration behind these collections?
Kurate constantly keeps up with current trends in fashion, jewellery and watches and our latest collections deliver on this promise.
At this year’s TFWA World Exhibition, Kurate showcased many new pieces including a completely updated selection of Moon watches for women, retailing at under £20. Also highlighted were new collections of Belle & Beau jewellery, including Corda, Aurora, Twist, Bamboo and Tuscan.
The big focus was on those two brands. Belle & Beau launched an exciting range of waterproof jewellery, capitalising on the popular trend dominating domestic markets. Made for everyday wear, this collection of stainless-steel jewellery includes necklaces, earrings, bangles, anklets and gift sets.
The jewellery won’t tarnish, discolour or fade, making this stainless steel range perfect for travel retail. Being waterproof, it can be worn all day, every day so it is ideal for someone on the go. Being sweatproof it will suit the hotter countries, especially if the wearer is going in and out of the sea or is on the beach or by the pool all day.
This line is stylish and on-trend, with a range of designs to suit all tastes and with very reasonable pricing. A collection geared towards inflight sales is leading the offer with a ground store and cruise ship/ferry selection to follow.
The new range attracted much interest at the Cannes event, both with existing and potential new retail partners. 
Sustainability and responsible sourcing are becoming increasingly important in the jewellery industry. How is Kurate addressing these concerns in its product offerings and overall business practices?
With the ever-increasing trend towards sustainability and eco-friendly products, Millennial and Gen Z consumers are going to demand increased transparency from luxury brands. This is due to people taking more responsibility for the part they play in factors affecting the environment and, therefore, hold this same standard for companies they purchase from.
The new stainless steel option underlines Kurate’s commitment to sustainability as our customers can wear the jewellery for longer without it tarnishing. While reducing waste the jewellery, where possible, is made with recycled metals. Alongside this we are continually reviewing our packaging and presentation methods to see how we can both show the products better to consumers while also meeting our sustainability goals. This is a top focus for us and we will be revealing more details soon.
We underline our commitment to sustainability and customer satisfaction with a one-year guarantee on all jewellery pieces.
How do you ensure that your product lines meet the varying preferences and price points of travellers from different regions and demographics? And what strategies is Kurate employing to capture the attention of travellers amid a crowded travel retail environment?
Being a family-run business plays a key role here. We are agile and can work closely with buyers to produce and adapt a product assortment to suit the variance of their needs.
Flexibility is paramount as is listening closely to our customers’ requirements.
Kurate will maintain its focus on offering good value for money and great designs. As I have mentioned, the company is very aware of changing trends, new fashions and designs, anything that is capturing the attention of consumers.
We aim to be one step ahead and remain open to new suggestions, new looks and products that will ensure the Kurate name stays at the forefront of affordable jewellery and watches.
We are also very conscious of the variance of outlets and available space within travel retail, so displays are developed with that in mind, again to meet the specific needs of our customers.
For example, Belle & Beau’s displays and merchandising furniture includes a free-standing unit designed to maximise sales potential and create a more instant, interactive experience with consumers. Each side has its own key theme highlighting multi-buy promotions, bestsellers, gift ideas and travel retail-exclusive lines.
The brand’s countertop spinner, which can be tailored to suit space availability, holds approximately 50 stock-keeping units. With prices starting from just £12 this is an attention-grabber.
How do you see the prospects for the luxury goods business and Kurate in a changed travel retail landscape?
The prospects are good, great even, as an increasing number of people are travelling and looking for something special during their airport dwell time, their cruises and inflight.
While as an affordable jewellery brand we are not in the same league as traditional luxury brands, we can claim our space and complement that category.
The challenge is to ensure that locations not only have high-end jewellery and watch offerings, but also stock affordable impulse buy items. We know if given the chance to position our fixture in a high-footfall area we will deliver strong sales with minimum floor space.
Kurate is perfectly placed to capture the interest of those looking for a touch of luxury at a very reasonable price. Our eye-catching Belle & Beau jewellery range stands out, not just because of its quality but also because of its gift packaging.
Luxury will always play a major role in travel retail. It goes together with airport development and travellers’ expectations. That said, there is room, and I believe a growing demand, for affordable luxury brands such as Belle & Beau and Moon which offer quality products and strong value for money.
The role of luxury brands is to ensure that the travelling consumers of the future are ‘wowed’ by the retail offer, be that in airports, the cruise or ferry market, border shops or inflight. Our brands will do their part to match that ‘wow’ by appealing to customers looking for lower and mid-priced jewellery. ✈
