Five years after launching Chamilia jewellery in Australia, Sydney-based distributor Arctic Wolf has launched a collection of locally owned and designed bracelets.
Called Tara Wolf, the bracelet collection is made up of two distinct ranges – zodiac and chakra.
Each bracelet in both ranges features a sterling silver or 24 carat gold vermeil-plated disc bound with a natural silk cord and finished with a silver or gold star-shaped fastener and end-caps.
Arctic Wolf directors Chris and Robert Barry formed their company and launched Chamilia beads and bracelets onto the local market in May 2007. After five years successfully growing the brand, the company ceased to be its local distributor in June last year when US-based Chamilia opened a wholly-owned subsidiary in Sydney.
Chris Barry said the company’s time distributing Chamilia was “fantastic” and gave the couple “a chance to really learn about the jewellery industry”.
“For us, the timing was right to move on to another positive brand experience.”
She said the company’s success with Chamilia would help it succeed with Tara Wolf.
“One of the most helpful things from out time with Chamilia has been the opportunity to really get to understand what consumers are looking for.
“I’ve always been proud of our ability to respond to consumer demand, and I know that our new Tara Wolf collection will demonstrate an en-trend feel that will also prove to be very appealing to a wide consumer base.”
She said the idea to create the new bracelet brand was formed after the company opened a retail store called Tara Wolf in September 2010.
“This inspired us to also concentrate on creating our own range of jewellery to fill a gap in the market.
“We listened to customers’ needs and wants. People are looking for value. They will pay if a product is priced right, (in their eyes) has quality to it, and comes complete (packaged).”
She said customers are also looking for “more of a unique experience” when it comes to buying and wearing jewellery.
“They’re after something that says more about their own wellbeing and life choices − after all jewellery is an extension of the wearer.”
She said company would promote Tara Wolf with brand ambassador Sally Fitzgibbons (currently the world’s No 2 female surfer) and a public relations campaign