Travel Retail and Duty Free Business Intelligence    Friday 19 September 2014

JEWELLERY

Ella Morissa on a roll with Magic Box set - 24/11/05

Published: 24/11/05

Source: ©The Moodie Report

By Mary Jane Pittilla

Pictured top: Ella Morissa's revolving travel jewellery set. During TFWA World Exhibition, Ella Morissa showcased fashion jewellery in sterling silver from its newest sub-brand, BB Cassia
SWITZERLAND. Swiss premium fashion jewellery company Ella Morissa, celebrating over a decade in the duty free business, has reported huge success with its innovative travel set.

Dubbed The Magic Box, the stylish set of four earrings and four necklaces is presented in a black-and-white, 360-degree revolving cylindrical box, which cleverly opens out to reveal the items inside. The set is described as ideal for gifting and for travellers - owing to its compact size, it can easily be packed away in luggage.

Aimed at airlines, the items inside The Magic Box are available in heart shapes or Swiss crosses. The set, from the company's BB Cassia collection, retails at US$42. Onboard Air France, the set is the number one seller in the jewellery category, followed by the French Lalique brand. Meanwhile, Asiana Airlines of South Korea has carried the set for three years, and still sells more than 1,200 pieces a month, according to Ella Morissa's Sales and Marketing Director Jennifer Brand.

Brand puts the success of The Magic Box down to its innovative design combined with very high quality. “We have sold over 10,000 and we have had no complaints,” she told The Moodie Report.

Hot products

Regarding popular product lines, Brand said that big jewellery items were in fashion right now. In addition, Ella Morissa was introducing a large selection of rings to respond to the growing trend for such pieces.

During the recent TFWA World Exhibition, Ella Morissa showcased a selection of fashion jewellery in sterling silver and cubic zirconia from its newest sub-brand, BB Cassia. The company started out 15 years ago as an 18ct gold jewellery supplier, then branched into fashion jewellery, followed in 2004 by the launch of the BB Cassia sterling silver sub-brand. For 2005, the company has expanded the silver collection to over 300 items.

Brand puts Ella Morissa’s overall success down to “fresh designs, innovation and style”. She added: “We have an in-house design team and they design different products for different regions. For example, for Asia Pacific, the items are smaller in size, while Europeans favour bigger, bolder statement jewellery. This [careful targeting] is why we are successful.”

The company targets three main markets: the US, Europe and Asia Pacific. Best-selling designs across all markets are the perennially popular hearts, crosses, and sun and moon motifs. Brand said the company’s 18ct gold lines were mainly sold in ground shops, while inflight sales were focused on the less expensive fashion jewellery.

At the Cannes show, Ella Morissa’s agent in South Korea, Mi Ya Lim, President of MY Trading Co Ltd, reported ongoing sales success with retailers including AK Duty Free, Lotte, Shilla and KNTO.

For details, contact Jennifer Brand, tel: +852 2537 6902, fax: +852 2537 6915 or email jennifer@ellamorissa.com Visit www.ellamorissa.com