After more than 35 years manufacturing jewellery, Peter W Beck will unveil its first branded collection at the JAA International Jewellery Fair in Sydney this month.
The collection, eponymously named Peter W Beck, is made up of “the most popular mens and ladies wedding rings from Peter W Beck’s extensive range as well as a range of new pieces especially designed for the launch”.
Peter W Beck marketing manager Laura Sawade said the company’s move into branding is a response to changes in consumer shopping habits.
“Customers are more brand-savvy so it’s important to provide for their needs,” she said.
“We are also wanting to provide our retailers with an innovative brand that will support their wedding ring business.”
Sawade said the new brand, which “aims to draw the consumer’s eye”, would be supported with a strong logo, POS material, a website and a national consumer advertising campaign aimed at the bridal market.
“We are committed to making sure that the brand becomes instantly recognisable and desired so that customers will actively seek out the Peter W Beck brand in store,” she said.
“With full trade support, and direct advertising to customers, the Peter W Beck brand will drive sales like never before.”