Company Name: Waage Jewellery Ltd.

Brand: WAAGE

Established: 2002

Country of Origin: UK/Iceland

Turnover: Companies majority owned by Baugur Group have a total turnover of GBP 6.5 billion and over 50.000 employees.

Product Description: Wonderful Jewellery! Designed for the sophisticated, elegant, and glamorous woman. The N-light collection takes its name from the infamous and mysterious Northern Lights,
Depicting the waves of colour with a combination of semi precious stones, set amongst a simplistic, contemporary design that radiates confidence and glamour.
The N-light collection consists of bracelet, a ring, pendant and earrings. It comes in silver and yellow gold with semi precious stones such as Amethyst, Citrine, Peridot, Blue Topaz, and Pink tourmaline.

Area: Holland and Belguim

Average Prices: £20

Commission: 10% +

Collection Size: 35 pieces shortly increasing to 45

Competitive to: Thomas Sabo, Pilgrim, and Dyrberg Kern

Sits alongside: All Medium priced Jewellery, Accessory and Fashion collections

Website: www.waagejewellery.com

Company Philosophy: To establish an international jewellery brand bringing glamorous and elegant designer jewellery at an affordable price for all ages

My Comments: With the backing of the highly successful Icelandic Icelandi Baugur group, this wonderful jewellery collection will without doubt hit the high streets and make a strong mark, already taken up by Goldsmiths in 20 of its shops the agent who takes this collection will do very well.
A major trade press campaign is planned as well as a PR launch to the National press.
This is Iceland’s first international brand of fashion jewellery, Waage, Hendrikka Waage, the designer, is an Icelandic entrepreneur with a sumptuous background in art and jewellery has crafted a range which reflects the love of her native Iceland. Her affection for design and art is also influenced by some of the countries she has lived and worked in, including countries with deep cultural history such as Russia and Japan.
The collections consist of four striking ranges that epitomise different characteristics of her native Iceland. It emulate Iceland Iceland’s natural beauty, delivering a raw, yet opulent style, reminiscent of the diverse landscape, with looks that illustrate the country’s untouched, organic yet volatile nature.

Waage is about lifestyle statements; it is equally at home on the catwalk, on the high street or at formal events.