The value of a product goes beyond its material costs. The magnitude of such enhancement depends on the strength of the marketing strategy. Pulling together a clear brand image, relevant storytelling and comprehensive marketing support, New Zealand-based Astra strives to add value for its customers.
Alongside jewellery, the brand sells stories. Drawing on the inspiration of the expansive Milky Way seen in New Zealand, the brand was founded in 1998. The design of the Astra collections originates from the dream of ‘catching the fire of stars and keeping it in a locket for someone we love’. “We aspire to create jewellery with style and hidden depth, and deliver it with a story that the wearer can relate to and love,” designer Georgia Baird told Hong Kong Jewellery.
Each collection comes with a simple message, which is immediately understandable from names such as Follow Your Dreams, Find Your Direction and Hope & Happiness. The meaning behind each collection helps buyers choose and personalise the gift for their loved ones. It is a strong concept that can be incorporated into the sales process of retailers and works for all their markets, said Baird.
Apart from storytelling, the brand attracts distributors with flexible marketing support. According to Baird, the brand offers different levels of order size for buyers and could provide advice as to what collections work best in each store. Beside in-store jewellery display, they also provide clients with promotional films and campaign images that are tailored for each collection.
Under the current slow economy, buyers are constantly trying to fill the gap with alternative price points so in Baird’s view Astra is an exciting option for retailers looking to take on branded jewellery to work alongside existing luxury brands. Astra’s key ranges are primarily set with cubic zirconia in silver with gold plating, while production in 9-karat, 14-karat and 18-karat gold with precious stones such as rubies, emeralds and sapphires are also available upon request. Currently the brand is selling in Europe, Australia and New Zealand. In 2016, they aim to branch out to the United States, Canada, Japan, South Africa and South America.
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