Haven Licensing is looking for an Australian jewellery company to design and manufacture Fifty Shades of Grey jewellery for the local market.
Brand manager Rebecca Banfield said the licensing agency, which has just been appointed to represent the publishing phenomenonin Australia and New Zealand, was looking for a licensing partner to produce gold and/or silver jewellery.
She said the agency had no specific ideas for the jewellery designs but believed “charms would be a key item”.
“We are open to speaking to prospective manufacturers, wholesalers and retailers regarding this opportunity,” she said.
Haven Licensing director Yvonne King said the company was happy that Caroline Mickler (the UK based global licensing agent for the brand) had entrusted the company to build and manage the Fifty Shades brand extension program in Australia and New Zealand.
“Fifty Shades of Grey is by far and away the hottest brand for women in the world today,” she said.
“Nothing comes close. The awareness is mind blowing. You’d be hard pressed to find a woman who is not familiar with the brand.”
Fifty Shades of Grey has just become the best-selling book in Australia since records began with sales in excess of 1.28 million copies in physical and ebook format. The trilogy, including Fifty Shades Darker and Fifty Shades Freed, has combined Australian sales in excess of 2.7 million.
Banfield believes the target market for a Fifty Shades of Grey jewellery collection is women “25-40 years”.
In addition to a jewellery collection, Haven plans to roll out an extensive range of licensed products including lingerie, sleepwear, homewares and gift lines.
“Our program will be true to the books” said King.
For more information email Rebecca Banfield: rbanfield@havenlic.com.au