Brands (please list):
PENDANTS
Origin/founder:
Sydney, Australia. Duncan Michaelis
Product category/categories:
Pendants/enhancers and chains/necklaces
Distributed by:
PENDANTS Australia
Other (non-Australian) markets the brand(s) is/are distributed in:
Nil at this time.
What is your company or brand’s philosophy?
PENDANTS Australia exists to design and create jewellery with meaning and jewellery for life. We believe a pendant is a much more practical style of jewellery than for example rings or earrings. A pendant won’t get in the way of work or play and doesn’t require minor surgery to adorn. By designing each piece around individual meanings we also create jewellery that our clients can associate with events and emotions in their lives. Wearing such symbolic designs so close to their hearts further strengthens our clients love for their pendant.
What is it about that philosophy that gives your brand its appeal in the Australian marketplace?
People, no more so than Australians, don’t simply want a shinny piece of metal with a high price tag to show off. If a client is purchasing high quality jewellery, they want it to be noticed, however, they also really want it to mean something special to themselves. The fact that many of our clients purchase pendants as gifts for loved ones tells us a PENDANT design is not only bought for it’s high quality but also for it’s symbolism.
What are the characteristics that make a brand distinctly Australian?
High quality, uniqueness in design and creativity as well as a genuine desire to provide clients with a product our business believes in.
What distinguishes your brand(s) from competitors?
The most obvious distinction is that PENDANTS Australia is a registered Australian Made and Owned company. We design and produce our sterling silver pendants in Australia. A second distinguishing feature is our philosophy of creating jewellery for life, jewellery with meaning.
What challenges did you face in when introducing a new brand to Australia?
The single biggest challenge has been encouraging jewellers to have the vision and foresight to understand the PENDANTS potential in the Australian marketplace. Very few people are genius enough to pick emerging superstars AND back their judgement by getting on-board before the rest of the crowd do.
What challenges do you face in maintaining your brand and its appeal?
Marketing is an enjoyable challenge for our brand. Finding new ways to engage clients in such a competitive marketplace and economy is exciting. Maintaining the PENDANTS appeal presents a great opportunity. It enables us to listen to clients and find new designs that connect with their lives to become sentimental symbols for them.
Do you think creating a jewellery brand is more difficult than for other product categories?
The challenges are similar amongst most creative markets. The same difficulties present themselves for jewellery brands as they do others and a company must nurture their brand with these in mind. The marketing, sales and design mix are all important in engaging consumers for most product categories.
Does your brand have a presence overseas? If so, where? and why do you think the brand has been successful in those markets?
PENDANTS Australia is looking to solidify it’s foundations in Australia and New Zealand before presenting our offering to the rest of the world.
What have been some major achievements/milestones for the brand?
The completion of the PENDANTS women’s Oceania Collection was a large milestone for the brand. Its recognition for quality and official registration as Australian Made was a great achievement. Our men’s Oceania Collection is almost complete at the time of writing and it has been a monumental task. It will be a the biggest milestone for the PENDANTS brand to date and is truly unique.
What’s been your most successful/innovative marketing campaign?
PENDANTS have launched our “Blank Canvas” and “Drop the Tie” campaigns recently both with great a great increase in our brands awareness. The campaigns have been a successful renewal of the PENDANTS brand and therefore a true innovation.
What’s next for the brand? How will it evolve?
Our brand is fresh and our product offerings unique. PENDANTS Australia will be building upon this foundation and introducing frequent additions to current collections as well as several new collections this year. We have much room to evolve in our pendant and necklace offerings and the possibility to expand in to other areas. The brand will also evolve in to a more recognised, exclusive identity through its targeted campaigns to affluent men and women.
What’s your favourite product from the collection?
The Bird of Paradise pendant in our women’s Oceania Collection. It is elegant, instantly recognisable and a memory of tropical islands I have visited yet, even without this symbolism it stands alone as a beautiful and unique design. In some ways I am glad our men’s collection is not yet complete at the time of writing as it would be impossible to choose a favourite from this.
Latest release (please provide a hi-res image of your latest release, with a one line description)
Wave pendant – A three part, sterling silver pendant that shimmers like the moon off the ocean.
Loading...