Q&A: codebyEdge Founder, Donald Edge, talks sustainability ahead of the NAJ Summit
24 Aug 2021
Visit the Suppliers’ Showcase at the NAJ Summit 2021 and you will have the opportunity to meet Donald Edge and his brand, codebyEdge. Here, we speak to Edge about his brand’s USP, his drive to operate sustainably and his hopes for business growth over the next 12 months.
To find out more about the Suppliers’ Showcase at the NAJ Summit 2021 or to enquire about attending with your business, please contact garry.lane@naj.co.uk.
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What would you say is the unique selling point of codebyEdge?
We do not know any other brand that works as we do. We use a "sell and then make" business model. All our jewellery is unique and uses proper personalisation to celebrate names, dates and messages which are all hidden in plain sight using Morse and other codes. This allows each of our customers to use deeply personal sentiments to create modern handmade heirlooms that are easy to wear whilst incorporating modern sustainable ethics.
What are your bestsellers and what collections are you looking forward to launching at the NAJ summit?
Our iconic Mayfair collection of fine stacking rings and bangles has proven to be extremely popular with all ages and demographics which is extraordinary. Our Aquafiore multi-gem collection of necklaces, bracelets, necklaces, and earrings are also very popular. Clients particularly enjoy placing their children’s names in the Aquafiore necklace as they are so wearable every day.
Sustainability has prominent place on your website - how as a business do you offer greater assurances about ethics and environmentally friendly practices to your customers and the end consumer?
Sustainability to us is a continual journey of improvement and action. Where possible we use recyclable materials, and we source materials responsibly. We also strive to use suppliers that promote equitable and safe working conditions and who in turn follow environmental policies that generate less waste and have a low environmental impact. Our personalised ‘sell then make’ business model allows codebyEdge to have an immediate head start over most traditional jewellery businesses when it comes to sustainability as there is no risk of over ordering and consequential waste.
What do you think are your core strengths as a business and what helps you stand out from the crowd?
codebyEdge offers true personalisation using codes and coloured stones. It is unique and is more than just name engraving. We are unaware of any other firm that offer such popular personalisation at such a range of price points for customers of all ages.
How have the last 18 months been for your business and what are your hopes for the next 12 months?
codebyEdge soft launched earlier this year and the uptake from old and new customers has been more than we had anticipated. While we continue to grow our own customer base, we are also working on forging new long-term partnerships with family jewellers who have trusted relationships with their own customers. We are confident that retailers who sell codebyEdge will attract new customers to their stores, and not only benefit from our industry leading margins and cash flow enhancing “sell then make” business model but also from their increased direct website sales with the addition of our retailer branded API e-commerce solution.
Do you have any predictions for the Christmas sales period?
Responsible indulgence – a personal gifting or gift received that celebrates joy, love and sustainability after what has been a hard year for everyone in so many differing areas. Christmas, and the holiday period is a time for reflection, celebration and commemoration – we have begun taking Christmas orders from our personal clients and we expect this to continue.
Find out more about codebyEdge
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Source: The NAJ