By Jacquie De Almeida
There’s a little less elbow room at Nouvo Mode’s headquarters these days, but Aren Arkarakas wouldn’t have it any other way.
As the sales agency for U.S. brand Alex and Ani, the company outfitted itself with a shop-in-shop and invited retailers for a sneak peek during the recent Toronto jewellery and gift shows.
The setup comprises a full counter, while a wall display identifies charms consumers can choose from. It is the shop-in-shop’s focal point and also helps deliver the brand’s message of positive energy through symbols like the Tree of Life, peace, and the zodiac. Canadian-specific symbols for the Maple Leaf, Toronto Blue Jays, and the Toronto Maple Leafs are also in the works.
“The symbols allow the customer to start creating their look based on their emotions and personalities,” says Arkarakas, Nouvo Mode’s managing director. “The actual brand of Alex and Ani is built on the symbols. Every woman loves jewellery that means something to them.”
Created by designer Carolyn Rafaelian, founder and creative director, the line features patented signature expandable wire bangles, rings, and necklaces that incorporate symbolism and meaning, allowing the wearer to “express their individuality in an organic, spiritual way.” The company’s name is symbolic itself—Rafaelian named it after her first two daughters, Alex and Ani.
The jewellery is made from a proprietary mix of recycled copper, brass, and other metals, which fits in with the company’s eco-friendly philosophy. Alex and Ani will also be launching the line in recycled 14-karat gold and sterling in November.
Retailing from $28 to $78, the non-precious jewellery may not be an obvious fit for a fine jewellery environment, but Arkarakas says jewellers these days want lines with strong branding and quick turnover.
“People are looking for and investing in brand names,” he says. “When you break down inventory in a fine jewellery store, three-quarters of the product is sitting in the safe because it’s diamonds and gold. Alex and Ani works well in a fine jewellery store because everyone is looking for traffic. That’s the biggest complaint I hear from retailers, especially those in malls. A $28 piece won’t increase their average sales, but the margins and selling lots of $28 pieces will.”
Although Nouvo Mode is targeting independent jewellers, Alex and Ani will also be available at six Hudson’s Bay locations across Canada, including thebay.com. Health food and gift stores are also on the radar screen, but Arkarakas says careful consideration will be given as to the brand’s dealer base, which could number anywhere from 100 to 150 doors.
“Our goal is to not flood the market,” he notes.
While the Rhode Island-based company is expected to finish off the year with $200 million in global sales, Arkarakas says Alex and Ani is planning to expand over the next five years beyond jewellery to include sunglasses, cell phone cases, wallets, belts, and even furniture.
“The CEO of Alex and Ani wants to build their own department store,” he says.
