Attire Accessories - Feb/Mar 2019 (Issue 74)

94 What is it that sets you apart from your competitors? The flexibility of being a small business means that we can respond rapidly to our customers and give excellent service. We have small overheads, so we can offer very competitive prices, and we keep all our jewellery in stock so that it can be sent out as soon as an order is placed. We also support our retailers with point of sale, jewellery display systems, photography of the jewellery that they can use and literature. We work hard to maintain very high standards of design and quality for all our jewellery, and our customers notice this. We have a wide range of jewellery to fit different retail environments and different customer needs – from traditional jewellers to designer gift shops and boutiques to bridal or antique retailers. We also have a very low minimum order, which allows retailers to try our jewellery in their outlets without the big financial commitment that many larger companies ask for. How important is the location and history of the company to its success? We are lucky enough to be based in leafy Surrey, where the nature and beautiful landscapes are a constant inspiration. On a practical level, it’s a great location for meeting customers. Longevity of the brand name and history associated with the name Cavendish French means retailers and consumers know and trust us to offer quality products and a great after sales service. How has the product offering changed over the years, and how would you describe your current collection? Initially, the company offered purely vintage jewellery, but as I have said, we have developed and expanded into semi-precious materials. However, we always maintain the quality, style and affordability that is synonymous with Cavendish French designs. We have learned over the years that to stay ahead of the fashion trends is extremely tricky, so we focus on offering jewellery with a quality and longevity that outlives fashion trends. Currently, our range focuses on our silver and cubic zirconia jewellery, our classic plain silver collections with dramatic, eye-catching designs and finer, simple everyday lines. How often do you launch new lines? We are always introducing new lines. People love newness! However, our biggest launch is in February at the Jewellery & Watch Show.