Attire Accessories - Nov/Dec 2018 (Issue 73)

30 What challenges did you face, and how were they overcome when starting the business? With Mantra, the biggest challenge has been deciding which type of retailers would be the right stockists. It sells brilliantly at wellbeing events, for example, when people aren’t looking for a piece of jewellery but love the idea of a motivational item to wear. So I think Mantra sits well in lifestyle, gifting, yoga or wellness boutiques and department stores, where people aren’t necessarily seeking a piece of jewellery. Our challenge, initially, was that we were being approached only by jewellery shops, but now I believe we have a much clearer idea of where Mantra works best. Hence taking it to Top Drawer, where we know we will see a good mix of outstanding retailers across categories, from both the UK and overseas. What is it that sets you apart from your competitors? It is the power of the thinking behind Mantra. It truly is jewellery that changes the way you feel. We believe wholeheartedly in the power of words to change your outlook and your behaviour. And we believe jewellery is the best way to carry those words. Everything we do brings together memorable words with the beauty of jewellery to create powerful and personal reminders. This gives us a unique positioning and a strong brand. How important is the location and history of the company to its success? We are based in Royal Leamington Spa, which is a lovely town to work in – and very central for us to get to London or around the country. But I think it is our 13-year history of working with many other jewellery brands, as a retailer, that has given us such a strong insight into what women want from their jewellery. And my own background with words has really helped with the brand development. How has the product offering changed since you started, and how would you describe your current collection? The product range has grown exponentially since we launched, as we have listened to customers about which areas of their lives they would like a mantra for, and we have built on the most loved categories. Inspiration and Self-belief, Happiness and Wellbeing and Direction and Dreams are our most popular topics, and we have grown the range in these areas to extend the selection. We have also ensured a greater mix of necklaces with symbols as well as with words, as some customers prefer the subtlety of a symbol; others like the directness of words. How often do you launch new lines? We follow a little-and-often principle, launching two or three new pieces every couple of months to make sure there is always something new for our customers and stockists. Long gone are the days when customers go out specifically to shop for spring/summer or autumn/winter ranges. We can’t predict when someone will need a mantra for something in their life, so we add to the collection continuously to ensure we fill gaps in our messaging. This enables stockists to add to their range whenever suits them best – as they all have different range cycles – rather than simply when we happen to launch a new collection. What trade shows do you attend and why? Top Drawer in January is our first proper one! We went last year, in a small way, to test the market and to introduce ourselves, but now we are back with very clear knowledge of our bestsellers and a wholesale offer based on those. What are your current best-selling designs? In our symbols, it is the Lotus Flower and the Hamsa Hand, which represent the mantras “be the best version of you” and “you are loved, protected and blessed.” And in our words collection, it is Strong, Wild, Free – with the mantra “may my body be strong, my heart wild and my spirit free” – and Still, Present, Mindful. A recent launch that has jumped straight into our bestsellers is also our Lotus Disc necklace, with the mantra “I trust in new beginnings.” When was the website launched and how does it support the business? The website launched in April 2016, when we unveiled the whole brand to the public. It has been our main sales channel up to this point, but we are not yet in a world where online only is the right approach. We want to give our customers the chance to buy Mantra on the high street or on impulse, hence our launch into wholesale. The website also creates and supports the brand, with a huge amount of content on choosing and using mantras; information about our