Bliss lies in jewellery repositioning

MELBOURNE: Excessive creative juices have prompted the man behind jewellery label Babydollbliss to add some bling into his collections.

The brand, launched three years ago, has recently undergone a repositioning in an attempt to increase its domestic profile and drive sales into the New Zealand market.

Babydollbliss founder Joe Montalto said as well as adding a host of new jewellery, bags and hat products to the Australian owned and operated company's offering he had also developed a more contemporary logo and designed alternative swingtags to match the new positioning.

Stocked in boutiques nationally, the brand was initially targeted at wide range of consumers but would now be tailored to cater to high-end as well as mass-market segments, Montalto said.

"Funnily enough we count every company who produces accessories as a competitor, the accessories industry can be quite fickle as, just like clothing, fads come and go. The key is to surprise your buyers, never rest on your laurels."
Influenced from the "starlets of the 1930's to the rock and punk eras of the '60s and '70s," the collection's retail price points vary between $20 and $100.

Montalto, who also counts Pink Soda in his stable of brands, said the move had been planned for quite some time.
"It was my intention from the start to have a brand with cutting edge designs but start up costs and wanting to get in the door perhaps took me in a different direction that wasn't actually intended. It has always been in the back of my mind to be where we are now and I couldn't be happier."

With a background in apparel producing, Montalto said he intended using exhibitions such as the impending Melbourne edition of trade fair Fashion Exposed to help leverage the new look brand.

He said he hoped the move, which is costing in excess of $50,000, would be well received by the market.
"As a company consistently reinventing itself we feel the market as a whole will trust any changes Babydollbliss Couture has to offer, the new branding and collections on offer definitely has an edgy feel to it and we feel very confident the market will take to it with absolute confidence."