Ole Lynggaard says ‘no’ to Sydney flagship – for now

Ole Lynggaard, the founder of Ole Lynggaard, is in Australia this week to promote the jewellery brand and tour the country 'in search of inspiration…
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Ole Lynggaard, the founder of Ole Lynggaard, is in Australia this week to promote the jewellery brand and tour the country “in search of inspiration for future collections”.

Speaking on the eve of his visit, Lynggaard said that although the brand’s success in Australia had exceeded his expectations, the company was not planning to open a flagship store locally.

“We have been surprisingly impressed with how the Australian people have received our fine jewellery brand,” he said.

“(However) We have recently opened flagship stores in Scandinavia and the focus for more flagship stores at this stage is in the European markets,” he said. “… It is too early for a Sydney flagship store.”

He said the company, whose products are stocked across 20 high-end retailers in Australia and New Zealand, would instead continue to focus “on maintaining exclusive distribution” to “only a limited number of stockists”.

“It is not our aim to saturate the market because we pride ourselves in quality and timeless handcrafted designs,” he said.

“We aim to be more than just a jewellery supplier by engaging closely with our partners to deliver added-value to our customers in terms of marketing and PR.”

Product-wise, Lynggaard said the company would continue to focus on The Sweet Drops collection in 2011 with the launch of some “stunning additional pieces”.

“In addition, a new bold collection like no other that has been on (my daughter) Charlotte’s drawing board for more than three years is anticipated to be launched in August this year,” he said.

·       * Pictured above are necklaces from Ole Lynggaard’s Globe Collection


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