Boutique jeweller gets even girlier

Accessory label Frou Frou is set to break into the lucrative youth market by launching a range of affordable accessories for girls. The diffusion line, simply titled Frou Frou Girl, will offer seven different ranges and 13 individual styles.
Owner and designer Peta Matthews said the brand would focus on making high quality designs available to a broader audience.
"A lot of our younger customers were saying 'we love your range but we can't afford it' and they really wanted me to introduce a smaller line. It's about simplistic necklace designs that can be layered for a glam effect or peeled back and simple look."
Aiming to attract customers aged 16 to 30, the first range includes charmed and cluster necklaces, charmed bracelets, earrings and strawberry button clip hair accessories. Priced from $25 for a single pendant necklace to $200 for a large charm necklace, Frou Frou Girl will look to maintain the upmarket appeal of its parent label.
"Although we're in the direct line of say, the Sporstgirl demographic, the quality of our jewellery is quite high so it's not like you'll wear it once and then throw it away," Matthews said. "We want to reserve Frou Frou for the high end market so we've used things like Swarovski crystals and gold and silver plating.
"We've also got different themes for different style stores. So a boutique version of General Pants could have the edgier rock and roll styles that have skull and crossbone designs while an Allanah Hill type store can go for something a little more glam."
Manufactured in Sydney, the line will be available for both consumers and wholesalers on the label's website at the end of August. Matthews is also looking to expand the line into Melbourne and Brisbane later this year.
"I'm really excited by what's happening in Melbourne in terms of fashion. It'd be really great to get involved in there, it's a great market."