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Swarovski and Ruby Fruit reach out to Jewellery Niche Markets
The jewellery industry is heavily focused towards women, with the majority of sales coming from that sector, but there are interesting niche markets which some businesses have decided to exploit.
Recently Swarovski teamed up with major names in fashion for a 16 piece menswear collection, which will each feature the standard Swarovski crystals. A few fashion houses that are taking part are Emporio Armani, Hugo Boss, Roberto Cavalli and Dior. These pieces will become a male A-lister red carpet phenomenon, and will slowly drip down into high street fashion, so every man can add sparkle to his outfit. Fashion accessories for men are generally just confined to watches, so this relatively untapped area of men’s luxury jewellery could really take off.
When asked on niche markets and Swarovski’s new line, Marlon Russell, creator of a niche jewellery market business Ruby Fruit, which creates beautiful and bespoke jewellery and keepsakes for children, said, “This is great to see that men are being included in the Swarovski line but just as great is seeing that other businesses are searching for niche markets too. We at Ruby Fruit specialise in jewellery and keepsakes for children only, and I find it really encouraging that such a big company such as Swarovski is expanding their product portfolio to fill a gap in red carpet jewellery for men”.
These two businesses are swiftly covering parts of the jewellery industry ground that is not generally catered for so soon enough we will be able to say, ‘Diamonds are definitely going to become everyone’s best friend’.
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Page Updated Last on: Jan 25, 2011