Q&A with Buckley Jewellery Ltd

Gold BOUTON Wishbone ring

We caught up with Buckley Jewellery to find out a bit more about their brand and what they'll be showcasing at IJL this year!

IJL: You’ve got three brands within Buckley Jewellery Ltd, offering customers costume jewellery under the Buckley London and Attwood & Sawyer brands and a sterling silver offering under the BOUTON brand. How have the brands performed overall in 2014 thus far?

BJL: Buckley Jewellery Ltd continues to see phenomenal growth for the first half of 2014, with global like for like sales running at +40%. The continued roll out within the House of Fraser estate has seen all three Buckley Jewellery Ltd brands (Buckley London, Attwood & Sawyer and BOUTON) continue to achieve significant sell through. Buckley London is now established as the #1 selling brand within the House of Fraser estate and we have just started a 15 store trial within M&CO with Buckley London which is already going very well. The sell through with BOUTON continues to be strong and our strategy to ensure we’re in the right locations with the right retail partners has proved a success. We are delighted with our start to 2014 and feel the increased sell through of all of our brands is testimony to the focus we place on design and quality.

2. IJL: What new product designs do we have to look forward to at IJL?

BJL: This is our first year exhibiting at IJL and we are excited about presenting the new collections for each brand. The new Honeycomb Collection from BOUTON is inspired by one of the world’s most ancient and magical symbols, the symmetry and beauty of the hexagon. The collection features BOUTON’s unique micro pavé setting, as well as diamond simulated smoked topaz stones. Buckley London will be showcasing our new City Chic inspired collection. This sleek and modern range was designed to allow the wearer to create their own bespoke combination of versatile stackable pieces. Influenced by the geometric lines found in the steel and glass of London's modern architecture it combines four contrasting plating colours, graphic black and white rhodium are softened by the warmth of yellow and rose gold plates. The new Attwood & Sawyer Waterfall Collection is influenced by the beauty and elegance of waterfalls, capturing the energy and movement contained in these natural phenomena. The pure white crystals set into rhodium evoke the shimmering sunlight hitting the sheets of cascading water. Fluid strands are punctuated with sparkling bezel set stones to emulate the bubbles and mist of the turbulent falls.

We are really looking forward to exhibiting at IJL, as we feel the new AW/14 collections from all our brands are some of the strongest collections to date.

3. IJL: What does the second half of the year hold for Buckley Jewellery Ltd?

BJL: Mid September will see Buckley Jewellery Ltd open our first flagship retail store in Westfield, White City, London.  The store will showcase all three brands, offering the consumer a compelling one stop-shopping destination for both costume and sterling silver jewellery. The opening of this store will take the number of UK locations where Buckley Jewellery Ltd brands are available to over 400.


Buckley London Acorn Earrings

4 IJL: Where are some of the other new locations Buckley Jewellery Ltd brands are sold?

BJL: Other recent global launches include two retail locations in Dubai, T1 Shanghai Pudong Airport, Haitang Bay in China and two premium department stores in Singapore, Takashimaya and Tangs. We are thrilled with the international success our brands are experiencing as this supports the work we are doing here in the UK. This year so far we have exhibited at 8 international trade shows including debuts at BaselWorld and JCK, Las Vegas. With new distribution partners recently appointed in Spain, Germany, Scandinavia and Central America we feel extremely positive about 2015.

5. IJL: In five short years, you’ve gone from a private label business to growing your own brands globally by 960%, an amazing success story in a very competitive market. What do you attribute this success to?

BJL: As a design focussed business we have always believed that the product holds the key to our success. We often say that the sell in is important but the sell out is critical. We focus on designing jewellery that the consumer wants to purchase whilst not forgetting the requirements of our retail partners.

Visit them at IJL 2014 on stand N10. Register for free entry at www.jewellerylondon.com/register

Author Jewellery Show - International Jewellery London

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