FASHION & ACCESSORIES: BUCKLEY LONDON Buckley London continues on DF&TR growth path
Buckley London hopes to cement important relationships and build new ones during TFWA Cannes, where it will also display its ‘Be Charmed’ range. Andrew Pentol reports.
Looking ahead to the TFWA 2018 Cannes showpiece, Buckley will display its ‘Be Charmed’ range. This includes two new collections: Paradise and Eastern Wishes. The Paradise Charms include
a crystal encrusted watermelon, flamingo and an intricately detailed golden pineapple, while the Eastern Wishes collection features a decorative Flying Carpet and popular Hamsa Hand. “We appreciate that travellers
Above: The Paradise Charms include a crystal encrusted watermelon, flamingo and an intricately detailed golden pineapple.
F
or global fashion jewellery designer Buckley London, the duty free sector is an important
mainstay of its business. In 2017, the company saw further
expansion and growth within Latin America and this year it has increased activity in Central America, opening doors in Mexico City International Airport and other key locations. Continuing DF&TR growth across
the Americas is one objective, along with expanding in Asia where it is currently under-represented. Amy Donlon, Head of Sales &
Marketing Buckley London tells TRBusiness: “At the end of August, we received a first [sales] reading on our new Mexican charm bracelets and they climbed straight to the top. “It was really exciting to see, as the
designers have worked so hard and we all instantly fell in love with them. “The price points are affordable
and the designs are perfect for travellers and holiday goers. The packaging is fun and appealing which finishes the bracelets off perfectly.”
“We have been very successful in the maritime sector. Having trialled on a Carnival ship, we are pleased to report we have now been asked to roll-out further.”
Amy Donlon,
Head of Sales & Marketing, Buckley London
130 TRBUSINESS
want memorabilia to take home with them and remind them of the wonderful memories they made,” says Donlon. “Our charms tell a story as well,
giving the customer a fashion bracelet to add to their collection.”
Gifting is ‘strong’ This year Buckley returned to the TFWA Singapore show with an exclusive preview of its latest autumn/winter collections. The eight new collections were designed to reflect the diverse personalities of some of Britain’s most celebrated female actors across the generations. Donlon comments: “The new
collections have been greatly received this season, in particular our Christmas range which launches this month, this includes a bauble, cracker and a pendant Christmas card.” Gifting remains ‘very strong’ for
Buckley with customers wanting to see new and exciting products. She adds: “In addition, we extended our Meghan Sparkle range and introduced a matching pendant and earring set. “The range is premium in its look
and feel but delivers fantastic value for money and is very popular in key travel locations. Travellers love the Royal/London theme items.” Present on over 90% of airlines
worldwide and 75% of the cruise and ferry sector, Buckley also has a strong airport presence with its self- select tower and continues to grow globally with key existing customers.
Buckley London has extended its Meghan Sparkle range and introduced a matching pendant and earring set.
OCTOBER 2018 “We have been very successful in
the maritime sector,” states Donlon. “Having trialled on a Carnival
ship, we are pleased to report we have now been asked to roll-out further. Carnival is a customer we have wanted to collaborate with for a while, so we were ecstatic when we heard we had outperformed top players.”
Inflight ‘must change’ According to Donlon, the main challenge exists with inflight. “With airports becoming stronger
and more appealing, customers are purchasing before boarding the plane. “The model needs to change and
there must be more incentives to purchase inflight and to ensure the business doesn’t decline.” Airlines that offer sales incentives
for staff seem to perform strongest from a DF&TR perspective. “It’s enjoyable for us when we
attend the training days with those airlines because they genuinely engage with us and want to learn about the products they are selling,” she says. “We are constantly communicating with the buyers to ensure we are offering them the best products and our design team are working hard to come up with innovative ideas to ensure we can offer a truly inflight exclusive for our customers,” she concludes. «
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