Silver and gemstone jewellery specialist Henryka is preparing to unveil a major rebrand, offering independent retailers a more focused sales support package that includes contemporary point-of-sale and marketing material and a tailored sales support programme.
Henryka’s new marketing material reflects the brand’s new focus, featuring atmospheric model shots, a range of high-quality packaging and an updated website, all using striking orange and black colours throughout. The rebrand will be premiered at the CMJ Trade Event in August before being launched to the wider jewellery trade at the International Jewellery London (IJL) show in September.
The revised product proposition is designed to target customers who appreciate high-quality, original, creative jewellery pieces that celebrate the unique beauty of natural stones. The new product range has been streamlined, with bespoke and obtainable autumn/winter pieces reflecting the new positioning of the brand.
Anna Emmett, director of Henryka, said of the decision to rebrand: “Henryka offers individually designed, beautifully made jewellery. We are unique and niche and we are proud of it – this repositioning of our brand has helped us to focus on a target market that values natural materials, authentic jewellery and a classic story.”
The brand was founded by designer Anna Emmett in 2006 and is based in Hereford, where it has also had an own-brand shop since 2010. Collections are inspired by nature, using handpicked gemstones selected by Anna and her jewellery design team to create elegant silver jewellery that is instantly recognisable in Henryka’s unique, Bohemian style.
Henryka has set an ambitious target of opening 100 new accounts with independent retailers in the next 12 months. The company will be exhibiting at the CMJ Trade Event on 6 and 7 August, having recently been approved as a supplier to the group, and then at IJL (stand R58) from 3 to 5 September.
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