Attire Accessories - May/Jun 2018 (Issue 70)

ATTIRE 39 PROFILE Tell me a bit about how the company started.What was the aim of the label when it was launched? We have been in the jewellery business for over 25 years and now have our own factory.The name is an anagram of our family’s names as we are all working in the business. Our aim is to provide retailers with a high fashion affordable brand. We plan to launch new collections throughout the year to excite the customers and will discontinue lines to make room for fresh designs.This, hopefully, will encourage the customer to buy when they view as they might not be able to purchase that design at a later date. We have a team of designers trend forecasting the latest fashion pieces. We will support the retailers with a huge digital and social media campaign. How were the initial products developed, and what was the response? We have a team of designers and creatives in London and I work with them on concept design, putting the collections together.The pieces are all designed for layering, so customers can mix and match all sterling silver. As we own the factory, we’re able to keep prices competitive. The packaging is also key – each item we sell comes in a beautiful suedette pouch and pink box. New jewellery brand Ania Haie is putting its best foot forward with a robust digital marketing campaign following its UK launch Design style What challenges were overcome when you started out? We had a huge team in place to get all the display and designs ready in time for the launch in Italy, as well as creating all the tools and POS for retailers. We have employed a team of new staff to support our retailers with digital and social marketing. We also have a PR and digital marketing company in place to help generate brand awareness and, as a result, we have already received valuable PR in many of the top magazines. It is our mission to grow the company’s Instagram as quickly as possible to increase brand awareness – this will mean consumers will be looking for our brand in stores. ➨