Kiwi Jewellery Company in Growth Thanks to Soaring Price of Gold

Auckland, 13th June 2012 - Recent rises in worldwide gold prices has seen droves of women turn to costume jewellery equivalents, a move that has seen Auckland-based fashion jewellery business esteem flourish under the weight of the recession.

esteem started fifteen years ago when owners Dermot and Pauline Kelly sold their family home to invest. The timing was just right, explains Dermot Kelly, because many women were finding it increasingly difficult to afford real gold jewellery.

“Gold prices rose from $400 to $1900 an ounce in the last decade. So, fashion jewellery is now recognised as an essential in a woman’s wardrobe that should be regularly updated and can even be mixed with precious pieces.”

The company, which designs and manufactures its pieces so that they come with a lifetime guarantee without the big ticket price tag, now employs nearly 300 staff and exports to Australia, with plans afoot to launch an online shop this year and enter the Canadian market in 2015.

The popularity of silver has also soared due to the price of gold, with it now representing over 40 percent of all esteem’s sales compared to the early years when it accounted for only 20 percent.

Dermot Kelly says esteem’s unique business model has also been behind the company’s recent success, “Our pieces are sold through representatives across Australasia, a model that has provided countless women with the opportunity to build their own business, maintain control over their work hours and juggle career and family.”

The move to an online store later on this year will allow esteem to compete on a global scale and also caters to the increasing number of younger women in their 20s now regularly purchasing esteem pieces and who tend to prefer to shop online. “The trend towards online shopping, particularly amongst the younger generation, is massive and we can’t ignore that,” says Dermot Kelly.

It also means that the company can continue to grow while staying true to its Auckland-based roots. “We are proudly a New Zealand company and would never dream of going anywhere else. Thanks to the online world we live in, it’s increasingly easy to stay put, while continuing to grow - and grow on a global scale – while communicating well with our staff anywhere in the world.”

Meticulous care goes in to manufacturing esteem’s jewellery. Each piece has a brass core for weight and strength and is then plated with either 22-carat gold or 99% pure silver. The stones used are Austrian Swarovski crystals or cubic zirconia gems.

As its name suggests, the company was set up to build the esteem of those women involved. Director and designer Pauline Kelly says this is central to their brand.

“Women love to come together, especially over something like jewellery. Our representatives host parties and sell to their networks to build their own independence and business, which has seen many of them feel empowered over the years.”

In line with esteem’s ethos, the company works with global charity, Dress for Success to empower women further.

“We are proud supporters of Dress for Success, an organisation that is committed to the personal development of women internationally and assists women from disadvantageous background with getting back into the workforce.”

ENDS