After testing the market in early 2012, Cashelle has now relaunched UrbanMetro with new POS display, catalogues and other retail sales aids.
Cashelle owner Arthur Pike (pictured) said consumers’ response to the initial launch of the unisex jewellery brand was “very satisfactory”
Made from sterling silver, stainless steel, leather and rubber, the brand is aimed at 18-35-year-olds.
“Many in this group of men and women have considerable disposable income and are looking for fashionable, quality products at reasonable prices,” he said.
“We set out to provide items that are attractive and appealing to this group as our test marketing showed that the time was right to expand our range of stainless steel jewellery to include more jewellery for women.
“We therefore created some new lighter designs, added some sterling silver and introduced some colour (including yellow and rose gold, silver, coffee and gunmetal) with PVD-plating into the collection.”
Pike said the company was now ready for “a fully blown re-launch of the brand”.
“We can now offer retailers the full package − consumer catalogues, POS materials and comprehensive packaging as well as adverting in magazines such as Cosmopolitan, Madison, Cleo and Marie Claire to drive our target market into their stores.
“We anticipate that when our retailers see the total package with the sterling silver/stainless steel balance they will want to stock the brand.”