Kazzaz Charm Bracelets

Media Release

October 2008

 

A CHARMING CONCEPT

The 80s must-have jewellery item, the charm bracelet, has made a dazzling comeback with cult followings already established for Pandora charms and the quirky Troll beads.

These brands have been credited with pioneering the new generation of charm bracelets and have already become a staple on the wrist of many a fashion maven, as well as regularly appearing on the pages of leading style magazines.

Kazazz Jewellery Pacific Fair is doing a roaring trade thanks to the huge popularity of charm bracelets with Ms Hardy opening a second Kazazz outlet in the Gold Coast shopping centre just to accommodate growing demand.

Hardy’s latest retail venture is aimed specifically at satiating charm bracelet lovers with an exclusive Pandora “shop in shop” featuring the Danish jewellery brand’s entire collection.

Jewellery aficionado and owner of Kazazz Jewellery Pacific Fair Annette Hardy said for many people charm bracelets were an addiction with many loyal Pandora lovers visiting her shop constantly to check out the new season’s charms.

“We have our ‘charm addicts’ and then there are the customers coming in regularly throughout the year to buy a charm to mark an occasion such as a wedding anniversary, birthday or the birth of a child,” Ms Hardy said.

“Bracelet charms have that unique ability of being a symbolic reminder of a special occasion, as well as being a more inexpensive jewellery alternative. With Pandora jewellery the bracelet retails from $81 with bead prices ranging from $30 for coloured beads in Italian glass to over $300 for the more exquisite gold jewellery lines.”

The humble charm bracelet has undergone a makeover in the last decade with savvy designers giving the accessory a more user-friendly twist. The new “composable” charm bracelet concept, as adopted by Troll and Pandora, allows for ladies to change their accessory at whim.

Ms Hardy said that the traditional charm bracelet only had a jump ring connecting the charm to the bracelet.

“If the wearer wanted to secure the charm more firmly they had to solder it on to make sure they didn’t lose their precious keepsake. Therein lies the problem,” Ms Hardy said.

“With the more modern composable bracelets you unscrew the clasp and thread on the beads. You can have bright colours with Italian glass beads one day or a more classic silver look the next,” she said.

Pacific Fair Retail Marketing Manager Kate Cox said Kazazz had always been a popular destination for Gold Coast shoppers, particularly now with their second location in the Pacific Fair arcade.

“Pandora is very selective when it comes to choosing a single stockist for an entire region and we are privileged to boast the Gold Coast’s only Pandora concept store within a shop,” Ms Cox said.

“Kazazz’s second jewellery store complements the unique and sophisticated clothing and accessory retail mix at Pacific Fair,” she said.

For National Breast Cancer Awareness month Pandora has released limited edition pink ribbon charms retailing at $56 for a silver charm with pink zirconia stones and $304 for a gold charm with pink sapphire stones. Pandora will donate 15% of the proceeds from each pink ribbon charm, along with their $200,000 donation, to help in the fight against breast cancer.