AUSTRALIA. Toscow’s strategy of widening its product portfolio to better target different consumer segments is producing positive results, according to Marketing Manager Danny Fung. “We have really diversified,” he told The Moodie Report at last month’s TFWA Asia Pacific. “Our products now cross all customer spectrums in terms of age, taste, fashion – and price points.”
Toscow was originally best known for its opal jewellery, but more recently it has expanded into mainstream precious stones, crystals, Tahitian and cultured pearls and more fashion-oriented lines.
Its fashion jewellery in particular was a key focus at last month’s show. The Seascape collection, for example, uses paua shell, mother of pearl and puka beads in maritime themes to create a distinctive “beach line” of pendants, rings, earrings and toe rings.
Other pieces, with a deliberate “antique” look, are multi-function, for example the pendant/locket which doubles up as a bookmark. And the company is orchestrating a big push behind its multi-coloured crystal range, which features both bold and conservative designs.
Asia is a key market for Toscow, in terms of airport and inflight channels, although the company is gradually extending its reach into other territories. DFS Group, The Nuance Group, China Duty Free Group, Cathay Pacific, KLM, Virgin, and Malaysia Airlines are among its key clients to date. The company is looking to strengthen its inflight presence in particular in the year ahead.
“Obviously, we are more than happy to tailor our different ranges to suit our various clients, in terms of sets, assortment and packaging,” commented Sales Representative Sean Grobbelaar. “And we really believe in educating the consumer about our products. The decision to purchase shouldn’t just be about price; the identity and the background of the product is an important factor too.”
Unsurprisingly, Toscow’s top sellers vary according to region – another reason why diversification will remain so vital. “For example, in Australia and New Zealand, our opals perform well,” comments Grobbelaar. “In Singapore, our pearl and diamond jewellery is very popular, while our black pearls sell well in China.”
