With just weeks until the doors to Olympia open, we catch up with long-term IJL exhibitor Mireya to discover more about its new Chiffon brand – a beautiful range of bridal and day-to-day jewellery – its Wedding Bands Box and its plans for 2018 and beyond. Here, Mireya director, Rahil Shah, answers our questions…
Q. What can you tell us about Chiffon – what is the inspiration behind it, how did you develop the brand and what does it offer for the existing Mireya customer?
The name ‘Chiffon’ comes from the idea of a soft, smooth and high-end finish- the characteristics of silk as a fabric, what we call Silk Fit™.
The Chiffon Brand encompasses all Mireya products, offering a core range of bridal jewellery, day to day and innovative pieces to retail customers, all of which are made on machine. With our retailers, we want to capitalise on the core products selling day in day out, what a retailers’ business breathes on. Our 3 axis machine made products offer longevity, with the best quality and at a competitive price.
Q. What are the hero pieces or key products from this collection?
Our Chiffon 50/50 Wedding Bands Box contains 28 rings that will cover more than 90% of any retailer’s diamond-set wedding ring business. We are also proud of the innovative settings in our Emerald Fairytale collection, with beautifully crafted illusion settings that create the look of an emerald using multiple stones. Our on-trend fancy-shaped bridal collection – YOU – is also performing well and appeals to the millennial generation in particular.
Q. What should visitors at IJL 2017 look out for when they visit the Mireya stand?
As well as our Chiffon 50/50 Wedding Bands Box, we welcome everyone to see our top 20 most essential CNC machine-made engagement rings. We will also be showcasing our In Trend engagement rings, perfectly designed for the individual looking for their perfect shape.
Q. What direction have you gone in with the day-to-day jewellery?
With our day-to-day jewellery, we are looking to bring back the love for diamond jewellery and the gifting of diamond jewellery through classic and on-trend pieces, which has been lost to the accessories industry. Our day-to-day jewellery covers a range of budgets, starting from an affordable retail price point of £200.
Q. What do you think makes Chiffon different to the competition and what sort of retailers are you aiming at?
Behind Chiffon, there is a deep understanding of the global jewellery and diamond business. We are very focused on the concise range that we promote. We share responsibility with our retailers for every product that we and they invest in. Unlike other wholesalers and manufacturers we offer every single piece made on CNC machine.
We want to have retail partners who are like minded, who understand the concepts that we are investing in and who are moving with current times and trends. We don’t sell out of a box; we sell concepts and stories. With every range we not only offer the product but complete marketing support to sell the product to the end consumer. We want to invest with them and keep the passion alive within the diamond industry.
We love to work with retailers who are aggressive enough to go and get the business out there, who are not afraid to take a risk and experiment, which is essential with the online developments in today’s business.
Q. Following IJL, what are your plans for 2018 and beyond?
We are always developing and evolving our concepts and products to offer a competitive edge to our retailers. We will be focusing on working more closely with our existing retailers and developing new partnerships with others, understanding their business and offering them a one stop solution for their diamond jewellery needs.
Discover more at IJL 2017 from September 3-5 at Olympia. Say hello to Mireya and discover its new Chiffon brand on Stand C89.