Silver jewellery brand Persona is on a major expansion drive to grow its clientele and its products. Fall 2016 marks the launch of the brand to new international markets, following five years of growth that have landed it in over 1,000 stores in the US and Canada.
Earlier this month, Persona was officially launched in the UK. And at the recently concluded September Hong Kong Jewellery & Gem Fair, the brand trained its sights on multi-store retailers and distributors in the Asia Pacific region.
"We have seen double-digit, same-store growth in the US market in the first seven months of 2016, and this will be enhanced in the rest of the year through new channels of distribution to new targeted markets and the launch of our website in early October," reveals Neil Travis, president of First Jewelry, the brand’s North American distributor.
Persona has also widened its product range, evolving from a bead and charm specialist to a full jewellery brand through the launch of new lines, collections and brand extensions. Aside from the Persona Bead & Charm collection, the brand now offers Persona Jewelry, consisting of a mix of classic essentials and on-trend designs such as stackable rings and bangles.
This year also saw the debut of PersonaPhi, the company's brand of meaningful charms. "Our newest brand has captured the attention of jewellery retailers who recognise that this brand would allow them to tap into the growing market segment of women embracing the latest trend of creating a layered jewellery look, using meaningful charms on chains and bangles," Travis notes.
Aside from kicking off Persona's expansion drive, this season also sees the brand unveiling new enthralling collections. Linus makes his first appearance in the Peanuts by Persona Fall Collection, which includes a series of Halloween- and Thanksgiving-themed styles to commemorate the 50th anniversary of the It's the Great Pumpkin, Charlie Brown! TV special. Persona’s Boho-Chic Fall Collection of stylised beads and charms draws upon patterns from folkloric motifs and tribal design, while the Notes of Inspiration capsule collection consists of eight expressive silver medallions engraved with timeless messages.
Buoyed by the many avenues of growth opening up for the brand, Travis is upbeat on prospects in the year-end season and the coming year. "Persona has launched its best-ever Holiday collection and, together with our Holiday ad campaign, will ensure a successful selling season for us and our retail partners. The further expansion into international markets and further introduction of new iconic licensed collections will make 2017 a breakout year for the Persona brand," he enthuses.
Silver charms from the Peanuts by Persona Fall 2016 Collection
Neil Travis, president of First Jewelry, Persona's North American distributor, at the September Hong Kong Fair
Boho-Chic Fall 2016 Collection by Persona
Notes of Inspiration capsule collection by Persona