In today’s economy, businesses are learning to grow in new directions dictated by changing consumer wants and demands. Consumers are more educated then ever before, demanding value in every purchase – whether that entails a lower pricepoint or on the opposite side of the spectrum, paying a premium for a one-of-a-kind, unique piece. Paul Morelli jewelry is a prime example of the latter.
Founded 25 years ago, this handcrafted, artisan brand is navigating today’s challenging market by approaching more exclusive sales outlets, submitting smaller collections and tailoring these collections to retailers needs. Their latest partnership with Liberty of London has already proved to be successful exposing them to a new customer base in the newly refurbished Liberty of London space.
The partnership came about via Ed Burstell, formerly Divisional Merchandise Manager for Bergdorf Goodman. There he developed a relationship with Paul Morelli and witnessed firsthand the appeal of his pieces to educated, artistically appreciative customers.When he was recruited by Geoffroy de la Bourdonnaye, Chief Executive at Liberty, Burstell recommended Paul Morelli as the perfect fit because of his previous successes at Bergdorfs.
The Paul Morelli Applique collection debuted at Liberty of London in March 2009. Per, Liberty’s request Morelli created the Applique collection in lighter jewel tones to suit Londoners’ fair skin. It is this ability to adapt to consumer needs and create retailer specific collection that allows brands like Paul Morelli to continue growing where larger, mass-market oriented brands cannot. Paul Morelli is expected to further support this new partnership by hosting a trunk show in July at Liberty and personally introduce his new pieces. It is this brand’s attention to detail in everything from the handcrafted pieces to the face-to-face customer service that is perhaps an indicator of the next revolution in the luxury market. A less-is-less, more exclusive approach that re-defines today’s definition of luxury.
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