Venetian jewellery brand Elma Venezia will be officially launched into the Australian market at the JAA International Jewellery Fair in Sydney on September 1.
Melanie Jones, the company’s newly appointed Sydney-based international director, said Elma Venezia will showcase over 40 pieces from its new Spring-Summer range at the Fair and offer retailers “the opportunity to custom order from its entire international collection”.
Established by Venetian artisan Fanny Compagno in 1990, Elma Venezia jewellery is strongly influenced “by the colours and atmosphere of Venice” and largely crafted from Venetian glass beads, Czech and Bohemian crystal, semi-precious stone beads and natural material beads.
Jones, who was first introduced to Elma Venezia two years ago while visiting family in Venice, said the jewellery is unlike any other Venetian jewellery pieces she has ever seen.
“Quite simply the creations are more than just simple glass beads – they are works of art,” she said.
“Inexpensive oversized statement jewellery has been huge in Australian fashion for the past couple of years and I feel that Elma Venezia can fill a void for quality statement jewellery that lasts beyond a season.”
The jewellery company has recently divided its product offering into two collections – Resort and Luxury.
The former is focussed on “season trends and the everyday consumer” while the latter incorporates more precious beads and is targeted at consumers looking at “special-event jewellery”.
This season’s Resort collection features “the rich vibrant colours of the Mediterranean” as well as a “modern version of tribal jewellery using milky turquoise and bright orange beading” while the Luxury collection mixes traditional Venetian gold and silver leaf beading with emerald green beads in Great Gatsby-inspired designs.
Elma Venezia earrings are expected to retail for $150 to $250 locally while bracelets are likely to sell for $250 to $500 and necklaces for $250 to $1200 (with an average price of around $650).
Jones said the brand will be promoted via the company’s worldwide marketing strategy which includes advertising, social media and product placement opportunities this year and next.