Nouvo Mode signs deal with Alex and Ani

by eyetee | March 28, 2013 1:18 pm

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Toronto-based Nouvo Mode has been named the Canadian sales agency for U.S. lifestyle brand, Alex and Ani.

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.

Aren Arkarakas, managing director for Nouvo Mode, says the line fits perfectly with the company’s vision, and with its existing client base.

“The partnership seemed to fit from the first day we met,” Arkarakas says. “The majority of our retailers carry most of our brands, and I know Alex and Ani is a Agreat fit to the product mix, as it will not compete against any other lines the retailer might sell. Instead, it adds its own flavour to each store. Alex and Ani can fit in a very high-end store to a mid-range store.”

“Expanding our reach into Canada with Nouvo Mode will allow Alex and Ani to continue to grow as an international, lifestyle brand,” says Alex and Ani chief executive officer (CEO), Giovanni Feroce.

“As a ‘Made in America’ company, Alex and Ani is proud to bring our eco-friendly, recycled products to Canada in hopes of sharing our message of positive energy and love.”

With the current trend toward brand-name products, Arkarakas says lines like Alex and Ani not only appeal to a retailer’s existing customers, but help attract new ones.

“Brands themselves drive consumers into the stores, and Alex and Ani is a true testament to that based on all the advertising they are doing and the demand they have built so far.”

Source URL: https://www.jewellerybusiness.com/news/nouvo-mode-signs-deal-with-alex-and-ani/

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