UK brand Hot Diamonds will be relaunched onto the Australian market next month by Designa Accessories.
The new distribution agreement is “part of a global expansion plan” by Hot Diamonds which will see the diamond and sterling silver jewellery range positioned at more affordable price points.
Hot Diamonds UK international account manager Paul Collard said Hot Diamonds was currently distributed in more than 20 countries and “this figure is growing almost monthly with the brand going from strength to strength with on-trend newness supporting its ever-present core collections”.
“Australia has always been a key domestic territory for Hot Diamonds, and with Designa at the helm we are sure to see great success here too.”
He said Hot Diamonds had faced the difficulties of the global economic downturn but in the past three years “the brand has focussed on providing high quality product, supported by excellent point-of-sale material, eye-catching imagery and engaging collateral at affordable price points”.
“This re-focus on the core elements of our brand has ensured that our jewellery remains some of the most desirable on the high street, and an excellent choice for the consumer when looking to purchase that all important gift or treat.”
Designa Accessories brand manager Natalee Hubbard said the company decided to take on the local distributorship of Hot Diamonds for several reasons but the new accessible price point was key.
“The key attraction was the new potential for the brand in our market knowing the pricing strategy had been re-evaluated to offer silver and diamonds at an accessible price point,” she said.
“We expect retailers to benefit from better sales volume as incorrect pricing strategy seemed to be one of the big barriers in the past.”
The average retail price for pieces in the Hot Diamonds collection would now be $99.95
Collard said Hot Diamonds prided itself on the quality of its merchandising and artwork and would continue to support its distribution and retail networks with seasonal and bespoke collateral to drive the brand forward in 2013.