New initiatives from Claudia Bradby
01 Nov 2023
Eponymous pearl jewellery brand Claudia Bradby has recently introduced new initiatives, including visual merchandising into John Lewis and key trade accounts. Designed to have a clear messaging hierarchy, the key brand messages can be seen in A5 picture frames: about the designer, story-telling design, pearl expertise and how to style pearls, plus gifting opportunities.
Claudia Bradby explains,
“Organic, hand-made pebbles represent the organic nature of pearls; that this is not cookie cutter jewellery. And the ‘Our Pledge’ and ‘brand’ cards represent further mission statements. Each card is double-sided to allow for warm colour or simple white and black. We aim to be able to highlight the longevity of the jewellery and the uniqueness of design. As fashion jewellery brands have brought in pearls, often on silver and gold plated brass, I felt it important to answer the question ‘why Claudia Bradby?’.”
To help the customer navigate the range and swiftly find the right piece for them, Bradby has differentiated four core areas: classic, hand-strung pearls; classic pearls and silver; the story-telling designs; and a city sleek gold edit.
Also new are fully recyclable packaging boxes and organic cotton ‘anti-tangle’ ‘forever’ pouches to John Lewis, trade and to the Claudia Bradby website.
Bradby concludes,
“The packaging is pretty personal. I’ve learnt from bee-keeping how vital biodiversity, consistency of weather and stability of climate are – it’s changed my outlook totally. Plus, I feel uncomfortable adding to landfill, and I want to be a business for good wherever I can. We look to minimise waste where possible; it’s a slow process for a small business, but each step adds up to a better result for everyone. I think sustainability will be the key to the future of the business. We offset some of our business impacts via our membership of ‘1% for the planet’, reflecting the importance of connections. A core belief of mine is we are stronger together and have a responsibility to look after our planet for future generations.”
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Source: The Jeweller