US. Sterling silver jeweller Sunstone with its exclusive sales agent Aerocos has been signing its first serious business in duty free for the Vanessa Michaels brand. This follows its first showing at the Duty Free Show of the Americas last month and TFWA World in October.
Vanessa Michaels is already well-known in US domestic markets and to some extent in Canada with sales in upper end department stores such as Nordstrom’s and speciality retailers such as Fortunoffs and QVC. For duty free and travel retail the company offers a pared down selection of 500 SKUs, representing the best of the best from its enormous 6,000 SKUs.
Sunstone global account manager Jonathan Levine told The Moodie Report: “We went to Cannes to feel the market. Now we are getting a good response in Asia and we are in talks for the first duty free location in South Korea, also with airlines.
The company says its classic silver jewellery with some accents of 14 carat gold, using only genuine stones is a unique selling point. It prides itself on straddling mid-tier price points and a wide range, from US$30 to US$500 at US retail prices. For example, among its best sellers are the amethyst pendant and earrings set priced at US$60.
Airlines seem to be moving to a more fine jewellery look and Vanessa Michaels taps into this by using window box packaging, adapted from mainly costume jewellery.
“Silver is the trend… I want to stress our ability to create a proper assortment for whatever customer we are talking about,” said Levine. “We are looking for strategic partners in critical markets around the world…and we are investing time, energy and money to put all the right elements together.”
Travel retail enquiries to Jonathan Levine at email: jlevine@sunstoneinc.com
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