Bolt International has launched Swarovski’s lolaandgrace jewellery brand in Australia and New Zealand. Created by the Swarovski Group, the lolaandgrace jewellery and accessories brand was launched in the UK in 2012 and is expected to be available in 30 countries by the end of this year.
Bolt International chief executive Larry Porter said he decided to take on the brand for four key reasons: the brand concept; brand development and support; the brand’s retail-readiness; and “proof of concept” with the brand’s success in the UK market and in Australian and New Zealand duty-free stockists.
“The brand concept hits the mark,” he said. “This together with the extensive collections, product quality and accessible price point makes it a complete offering.”
“In addition lolaandgrace is a totally retail-ready concept. From the brand positioning, product ranges, campaign images, TVC’s, packaging, extensive display and stand-alone display material, the brand has all the tools available to make it a standout brand in stores.”
Lolaandgrace general manager Nina Muller said the brand, which has a core target market of 19-29-year-olds but is also attractive to the broader 15-45-year-old market, offers “fashion-forward jewellery with a strong mix-and-match character suitable for all moments”.
“We have tested our products in the European market, starting with the UK, and we see similarities in the Australian and New Zealand market,” she said.
“There is a place in this market for affordable fashion jewellery that offers on-trend design and quality at wallet-friendly prices, as requests for our presence in the market have confirmed.”
Porter said the brand will retail for $39.90- $149.90 with more than 80 percent of the range having a RRP below $100. Porter said the initial response to the brand has been “fantastic”.
“Customers are really blown away with the retail pricing, the quality of the offering and its brand positioning,” he said.