Supplier profile: Claudia Bradby

09 Apr 2019

Winner of the NAJ Designer of the Year Award 2018 Claudia Bradby talks to Belinda Morris about the pearl company’s recent ‘Pearl Power’ rebrand.

 

What has prompted a 'rebrand'?

I think it is really important to have a clear vision for a brand and we needed something to summarise our philosophy, vision and raison d’etre, as well as to inspire. As our thoughts clarified about who we are and what we are trying to achieve, it felt important to have a one-liner that summed this up.

Our ‘rebrand’ is simply an assertion of who we are and what we stand for. We have some interesting collaborations coming up which I hope will help expand on this and articulate it better by ‘showing’ over the coming year.

What was your thinking behind ‘Pearl Power’? What is the message that you want to express to retailers and/or the consumer?

Having started out to modernise, and bring a fresh perspective to, the oldest of gemstones, the pearl, I wanted to convey the sense of power implicit in it. From their amazing and fascinating history to the iconic women and men who have worn pearls, they are the most alluring of gems, loved throughout the world. I design for strong adventurous women of today and I like to think my designs channel this power to create beautiful pearl pieces for today, and tomorrow, and for every woman. Through ‘Pearl Power’ I hope to convey our passion for, our expertise in, and share our excitement about pearls in a succinct and direct way.

Has your profile/vision of your end customer changed (or developed) since you launched your brand...?

I think that finally, FINALLY, people are starting to see pearls as something beyond the dusty twin set and pearl brigade… I am constantly amazed at the unexpected people who say they love pearls, and who are now starting to look for interesting design in this area. It has definitely become a trend over the last six months, and one that is growing – look at all the designers now using pearls – so I was keen to ensure that everything we care so much about was better and more keenly articulate. As I mentioned before, I design jewellery for strong, independent and adventurous women with a passion for living life to the full. I don’t think the end customer has changed much, just there are more and more women finding their voice and confidence.

One thing that has always been true is that the beautiful pearl is at the heart of the company, and of every design, in every collection. No two pearls are the same and no two women wear them the same way. And I think our customer loves that we are not a cookie cutter brand where everyone looks the same. Celebrating the natural beauty of pearls in contemporary design, our jewellery brings modern pearl style to an everyday wardrobe – many of our customers have upward of six to 10 pieces. A reflection of this is that the wonderful Japanese brand Tasaki has just opened a flagship store on New Bond Street….

Does the rebrand involve all aspects of the business – from the product itself to PoS etc? Have price points been affected?

We have touched all aspects of the business – I feel our Spring/Summer range is our strongest range yet with every item selling in strongly. I am working on some new in-store display, and the PoS has a clearer CB identity. I worked on this with a very talented designer who has been a great support and is fabulous at getting what we are about. The only price changes are due to currency and supplier costs.

How influenced are you by customer feedback? Are you asked for specific designs, different materials etc?

We love customer feedback! I work closely with the buyers and listen carefully to what they say, and to what their customer is looking for. As is the nature of independents they all have… different views and customers! A strength of our range is that it is very comprehensive so a more traditional customer base can be well looked after, as can a more design-led customer base. We offer the ultimate pearl edit and are very careful to ensure all our pieces cross reference to create interesting collections for stores to offer their customers.

Has your sourcing of pearls changed over the years? Or your personal taste/interest in pearls?

Not hugely; I am always looking for the best quality, most beautiful pearls I can get for the price I think is right for my designs. I have never wanted to be an exclusive brand, and feel good design and quality pieces can be affordable. However there is a new pearl I fall in love with each time I go buying – which is part of the fun. But I do have to admit I prefer the more organic shaped pearls, with, though, a really fabulous lustre being a core requirement. I turn 50 this year and I never really understood the mantra of a lovely pearl adding youth to your face, but I’m turning to my pearl earrings more and more – anything for some extra help!

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