Australian fashion jewellery brand Pica LéLa will launch three new lines at the TFWA World Exhibition in Cannes next month: Saint Tropez, Blossom and Carnival Pony (Stand number: Blue Village B4).
Brand owner Wellington Jeweller said the new lines reflect Pica LéLa’s strategy of reaching new regions and its commitment to reaching target markets on a worldwide scale while launching products that work well on a local level.
Saint Tropez takes its name and opulent colours from the French seaside town, while Blossom and Carnival Pony are inspired by the brand’s diverse and international client base. According to Pica LéLa, they are based on colour contrast and individuality, with colours ranging from subtle opaque pastel tones and muted rose tints to a bold azure blue.
The Carnival Pony collection draws inspiration from the Pica LéLa brand symbol, the pony, which signifies “the exceptional journey that Pica LéLa is on to explore the world”. Pica LéLa staff were encouraged to suggest ideas for this collection which, along with Saint Tropez, is described as an “illustration of colour, brightness and vibrancy”.
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The Carnival Pony collection draws inspiration from the Pica LéLa brand symbol, the pony | |
The brand’s star piece Saint Tropez builds on the success of its Daynight collection which was launched in 2012. Paying tribute to the French resort’s colourful and luxurious lifestyle, the collection comprises five pendants with matching earrings in colours such as azure blue and fuchsia pink, sunrise orange and sea green.
The Blossom collection is said to celebrate the transition into womanhood, with the theme of contrasts highlighted through pastel colours and the use of rose gold. The delicate and highly detailed line focuses on subtle embellishments and muted shades.
Global expansion in 2013
Pica LéLa has been going from strength to strength in 2013, buoyed by a +76% growth in sales over the previous year, according to Wellington Jeweller.
Its long-time travel retail partners include Qantas, Etihad Airways, Malaysia Airlines, Air China, and JDC Duty Free in Korea; new partnerships were recently announced with Singapore Airlines, Philippine Airlines and the Nomin Department Store in Mongolia.
“Success for the Pica LéLa brand can be measured in the great formula that it has been nurturing and building over the past number of years,” said Pica LéLa General Manager Frank Lum. “Trendsetting design, market leading quality control and a generous five-year international warranty have won the hearts of our customers and partners.”
The company believes the imaginative Carnival Pony collection showcases the Pica LéLa team’s brand patriotism, team spirit and individuality.The collaborative effort in the launch of the Carnival Pony collection highlights the Pica LéLa team culture as all team members were encouraged to put forward colour schemes and ideas for the collection.
This team spirit and “˜make an impact’ ethos also follows through to the personal and dedicated customer service that is offered to each client partner and, according to Pica LéLa, has resulted in increasing success for the brand.
Lum continued: “Building on previous successes along with introducing new lines tailored to new markets along with making the right partnerships, exceeding our client’s expectations and focusing on building our brand exposure will continue to drive success for the Pica LéLa brand next year and beyond.
“Pica LéLa are excited to reconnect to their existing partners and showcase their new collections to potential new clients at TFWA Cannes 2013.”
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Blossom celebrates the transition into womanhood with pastel colours and rose gold |
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Saint-Tropez pays tribute to the French resort’s colourful and luxurious lifestyle with a bold collection of pendants with matching earrings |
