A new fine jewellery company, Pimente by Cannellis, is targeting travel retail. The brand, which will be available exclusively in the channel – and not on domestic markets – has already secured inflight listings with Thomas Cook Belgium and Luxair.
The company is now exploring airport shops and cruise line opportunities, and is hoping to exhibit at this year’s TFWA World Exhibition in Cannes.
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Pimente by Cannellis’s ‘Diamond Butterfly’ and ‘Baby Butterfly’ pendants | |
Pimente by Cannellis is the creation of Sylviane Kerckhof, an experienced travel retail executive, who formerly owned For Leaders Only, an electronics retailer at Brussels Zaventem Airport.
“I wanted to create a line of jewellery that helped consumers to spice up their life [hence the name],” Kerckhof told The Moodie Report. “Our unique colourful pieces allow women to instantly brighten an outfit or change their look.”
The collection aims to offer exceptional quality at affordable prices. Each item is made by hand, and set with precious or semi-precious gemstones, within rhodium-finished 925 sterling silver. Every item has a two-year guarantee.
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The ‘Charlotte’ earrings harness the appeal of aquamarines and pearls; the ‘Princess’ bracelet features emeralds and blue topaz | |
The Pimente by Cannellis portfolio comprises bracelets, earrings and pendants, grouped together in themed collections such as Colour Celebration, First Love, Just Beautiful, Like A Butterfly and Princess For A Day.
In response to retailer demand, the company is currently working on creating special earring and pendant sets, which will carry a maximum price-point of €150.
“I wanted to create a collection that was affordable,” Kerckhof underlined. “But from my experience in travel retail, I know about the costs of doing business in an airport. Retailers need margin – and we can deliver that too.”
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Pink tourmaline takes centre stage in the ‘First Love’ pendant, while the ‘Khaleesi’ earrings showcase blue topaz and aquamarine | |
The company has created an accessibly priced offer for inflight (ranging from around €35 to €69), complete with special compact packaging and a transparent “˜window’.
Higher-end items have been earmarked for ground shops and cruise lines. In addition, Pimente by Cannellis has created a complete range of support material and merchandising displays, branded with the company logo and the signature “˜chilli pepper’ motif.
The entire jewellery collection is showcased online at www.cannellis.com, where retail customers can register and create an account.
Each jewellery purchase comes complete with a brief information booklet (in English and in French), which explains in more detail the origins of the stones used and the different qualities (for example, prosperity, health and protection), associated with them.
Kerckhof can be contacted on email: sk@cannellis.com and tel: +352 621 18 73 15
