Darren Roberts, the dynamic force behind RM Distributors, shares his business strategies, brand choices, and future plans. Roberts provides an in depth look into how RM Distributors has navigated the evolving jewellery market, highlighting key decisions and insights that have shaped the company’s success, and redirection.
JW: How has your business strategy evolved over the past year, and what factors influenced these changes?
Darren Roberts reveals, “I have downsized my business since selling Cudworth. My business partner wanted to retire, and I can now focus on my Distribution business as a sole proprietor.” This strategic move has allowed Roberts to streamline operations and focus on curating a high-quality brand portfolio.
JW: What specific brands are you focusing on now, and why did you choose to highlight these brands?
Roberts enthusiastically discusses the brands under RM Distributors’ umbrella: “Hoxton – London (Men’s Sterling Silver Jewellery), Tateossian – London (Men’s high-end Jewellery), Hugo Boss & Festina Writing Instruments & small leather goods. We are introducing Sabay Jewels from Germany later this year.” He emphasises the selection criteria: quality, European designs, and global brand awareness. These brands are chosen for their reputation and appeal in the Australian market.
JW: Can you discuss any new partnerships or collaborations you have formed recently?
“I have had the Distribution for Hoxton since 2010, Hugo Boss since 2015, and Festina since 2021,” says Roberts. The latest addition is a collaboration with a long-time business partner from Germany for Sabay. This ongoing relationship with established brands underscores RM Distributors’ commitment to quality and trust.
JW: How do you decide which brands to include in your portfolio?
Roberts takes a thoughtful approach when selecting brands. “I think carefully before deciding which brands to distribute as I want to make sure they will complement our market in Australia.” The primary criteria include brand recognition and product quality, ensuring that only the best brands are represented by RM Distributors.
JW: Have you noticed any emerging trends in consumer preferences for certain brands or types of jewellery?
“Men’s jewellery is still evolving and should be taken seriously in Australia,” observes Roberts. He believes there is a growing demand for high-end men’s jewellery, challenging the misconception that lower price points suffice. This insight drives RM Distributors to focus on premium offerings.
JW: What steps are you taking to ensure the quality and authenticity of the brands you distribute?
“I always make sure that companies I work with have licensed brands and that they have the authority to produce these brands under licence,” Roberts explains. Distribution agreements are also in place to ensure RM Distributors is the sole authorised seller in Australia, emphasising a commitment to authenticity.
JW: How do you support the brands you work with in terms of marketing and promotion?
Roberts outlines a multi-channel marketing approach: “Social media, industry magazines, promoting my brands in retail stores, online platforms, as well as B2B.” This strategy helps increase brand visibility and reach a broader audience.
JW: Can you share any success stories or feedback from retailers or customers about the specific brands you focus on?
“I choose my retail partners carefully to make sure they are in the correct demographic areas to justify the price points,” says Roberts. He notes that most retail partners have had success with the brands distributed by RM Distributors, both in stores and online.
JW: How are you leveraging digital platforms and e-commerce to enhance your visibility?
“Social media and the support of the Buying Groups in Australia” are crucial elements of RM Distributors’ digital strategy. These platforms help engage with consumers and promote the brands effectively.
JW: What future plans do you have for expanding or diversifying the brands you distribute?
After launching Sabay, Roberts is not looking to expand further. “I am happy with the mix of brands I have and the diversity they offer,” he states, focusing on quality over quantity.
JW: What changes have you seen in the industry, and how have you used these to further leverage your business?
Roberts has seen many companies come and go over his 22 years in the jewellery industry. “After designing collections for Cudworth for 21 years, I am now happy to be promoting brands that I don’t have any input in design,” he reflects, highlighting his strategic shift towards promotion and distribution.
JW: What else would you like to discuss or mention about RM Distributors?
Roberts concludes with a significant change: “I recently moved my business out of Sydney and located to Jervis Bay on the NSW South Coast. I will still maintain the support to retail partners as I have for the past 22 years.” This move represents a new chapter for RM Distributors, focusing on personalised service and quality brand representation. Darren Roberts’ insights and strategic decisions have positioned RM Distributors as a key player in the jewellery distribution market. With a focus on high-quality brands and a commitment to authenticity and market needs, RM Distributors is set to continue its legacy of excellence in the Australian jewellery industry.
