One of 2014’s big success stories, O.W.L, will be showcasing its latest offerings at Jewellery & Watch Birmingham 2015.
There is plenty to excite retailers heading to the NEC, with a hugely anticipated gents collection on top of a new range of friendship bracelets to complement O.W.L’s much-admired ladies’ range.
Owner of O.W.L, Annette Allen, believes that the quality of her new collection is down to the market research that the O.W.L team conducted last year. "We asked a number of our retailers for some feedback on colours and style choices during the Autumn and this has had a real effect on our designs for SS15," Allen commented.
One of the key mantras at O.W.L is the desire to change and adapt to new trends and styles, but without losing the brand’s DNA. "We introduced a larger case of 33mm into the ladies’ collection for Autumn/Winter 2014 and these designs had instant appeal among the retailers and consumers," Allen continued. "We have increased the styles available in these larger size as well as refining continuing best sellers and adding fresh colour ways for Spring/Summer 15. We feel the range has become larger with increased diversity but has maintained the O.W.L brand handwriting. "
Those new colours will be highlighted in O.W.L’s new Harrogate ladies collection, which will be launched at Jewellery & Watch Birmingham next week although WatchPro can offer an exclusive look at the collection today.
Allen was equally excited at the prospect of unleashing O.W.L’s new friendship bracelets on retailers for the first time at Spring Fair, which she believes makes her popular ladies’ range even more desirable. "We see O.W.L Jewellery as layering with your watch, something we know is still on trend," Allen observed. "We have a selection of leather and stainless steel friendship bracelets which we hope will bring additional add-on sales to the core product purchase and increase our brand offering."
With such exciting new products to stir up genuine interest in the watch and jewellery industries, O.W.L will be hoping to match, or improve upon, 2014’s amazing success. "Last year was really the beginning – we increased our points of purchase from three in January to 65 in time for the Christmas period," noted Allen. "The brand awareness we have generated in this first year has been incredible, so hopefully we can build further relationships with good quality retailers and continue to introduce O.W.L as a real alternative for the consumer from the more mainstream brands."
With another year like its first, O.W.L is in danger of achieving the sort of mainstream success of the brands that they currently look to offer an alternative to.
You can find O.W.L in Hall 18, Stand H48 at Jewellery and Watch Birmingham, starting on February 1st.