Attire Accessories - Mar/Apr 2020 (Issue 81)

68 Tell me a bit about how the label was started. What was the inspiration etc? Jewelcity started in 2006 as a wholesale business, with direct buys from China. Since then, the business has grown and changed significantly. With a larger team we have been able to create the Fable brand plus focused collections of ‘RSVP’ occasional range, Sunkissed jewellery and Sparkle jewellery How were the initial products developed and what was the response? With a small collection of factories the range was sourced from China with a small percentage developed with our previous team. The response was good and has helped us to continuously grow. What is it that sets you apart from your competitors? A wide range of products, low cost-high quality, next day delivery and low minimum orders of £50. How important is the location and history of the company to its success? I don’t think the location of our head office has been important as most of the team work remotely so we can service our customers up and down the country efficiently, plus our design team needs to be constantly looking at the market and researching. We are a close team so regular internal meetings are important to us but we believe the most important part of the success of the business is to have a close team that is driven by the sales and passion for the company Do you engage in social media and how does this help your business? We have a marketing department that looks after all our social media. It is an important factor to our business. It’s fantastic creating lovely products but you need to promote your collection to make the sales. How has the product offering changed since you started and how would you describe your current collection? The collections have grown and are more design led. As we grow, we keep learning and resourcing. We scrutinise every SKU season after season, every design and every detail is closely observed to make the company stronger. How often do you launch new lines? Every six months. What trade shows do you attend and why? Spring Fair as its great for independents, and INDX, which is great for the traditional UK department stores and garden centres. We also attend Home & Gift, which is good for servicing our northern accounts. What are your current best-selling designs? We sell a full range of accessories – stand out volume sales are scarves as they are great value; good quality at a low price. Fascinators are our fastest growing product.

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