Equilibrium, a legacy brand of Gibson Gifts has successfully traded in the Australian market for over seven years. Owner Jamie Moir attributes its growing popularity and success to “a diverse range of quality product, strategically priced, so customers can affordably gift give with maximum impact”.
Many retail stores are nervous when entering a new category such as jewellery, but with equilibrium, Gibson has already done the hard work.
“We are constantly trialing and testing the market with new designs and this has been the centrepiece to the resilience of the brand. Starting out we were nervous about entering a new market ourselves though it didn’t take long for our existing customers ranging from garden centres to gift stores to recognise the opportunity,” says Moir.
“We are fortunate that we can test the range in the UK market prior to releasing it a season later, we know what performs and which products aren’t well received, so we can streamline our range based on the top sellers, ensuring our customers success.”
What will I buy her? I don’t want to spend a lot… often browsing gift stores, post offices, newsagents or accessory boutiques, we know the equilibrium consumer is looking to buy an inexpensive or guilt free self indulgent gift, most often without having a jewellery piece in mind.
Consisting of rings, bracelets, bangles, necklaces, mesh bags and accessories, angel pins and suncatchers, the equilibrium range is classic contemporary and retails from $9.95 to $70. Pricing makes it so very appealing to this broad market.
Because Gibson’s manufacturer supplies a global market we are able to take advantage of large production runs, meaning attention is given to all round quality from product to the beautiful gift boxes the jewellery is sold in.
Based on the success and growing demand for newness within the equilibrium brand, it was a natural extension to move into girl’s jewellery. Now offering a range of young fun and lighthearted girl’s jewellery that retails from $9.95, Gibson can happily report the first season has been very well received.
Equilibrium jewellery pieces can be purchased individually and merchandised in store or attractive and branded display solutions are also available.
Contact Gibson to discuss the best way Equilibrium can complete and expand your gift offering.
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