Attire Accessories - Sep/Oct 2018 (Issue 72)

96 What sets you apart from your competitors? Our distinctive benefits are that we fit into various stores, from jewellers to activity parks. We are unisex, offer a two-year guarantee and top British quality… the list goes on! How has the product offering changed over the years, and how would you describe your current collection? We have seen that more stores are now looking for better-quality goods that aren’t too pricey and for more male and sporty-looking products. While we can be a very male brand, we attract a strong female following – you just have to look at the colours of our ropes to see why. Two years ago, we moved into precious metals, silver, gold and PVD so that we can offer a broader price range. This has been a massive success with the bracelet clasps. We now have new rings and pendants that will give our customers something totally new this Christmas. How often do you launch new lines, and what are your best-selling designs? Tell me about your recent campaigns. Our rope and leather bracelets sell until the cows come home – they’re by far our top of the pops! Our new Rope Drop pendant has just been launched and at this year’s IJL we will be introducing a new Rock collection, which is exciting! What trade shows do you attend and which ones work best for you? Boy, this is a tough one to talk about; we have seen such a decline in footfall at all trade events over the past couple of years. I think this year is going to be the hardest yet. We do Spring Fair at the NEC and IJL every year. However, we have been seen at many others. If they weren’t so expensive, we would do loads more because we do well as long as people attend. When was the website launched, and how does it support the business? Launched in June 2012, it’s an equal to our trade business. This is how we started and can best promote our stockists via the site and social media. We have an amazing team who work on getting the brand known. What have been the key milestones in the business? There have been so many – our journey has been so much fun and so rewarding. I like to think that we make milestones every year. How do you view the current market, and what trends – in both product and business – do you see emerging over the current months? We are finding the market better than ever. We have the right product at the right price. We don’t scream from the rooftops about our strengths. As a result, our growth is organic. More jewellers are looking at more affordable jewellery and gifts, and gift shops are introducing higher- quality products, which is great for BOING as we cover both. What are your future plans for the business? We will keep designing new products and grow our overseas markets along with remaining focused on what works in the UK. It will be important that we continue to support stockists in this wobbly market. After all, that’s what the Brits do – they pull together when it gets tough! BOING T: +44 (0)1628 789 999 W: f @boingjewellery