Gecko Goes for Gold with Major Refresh of Elements Range

Every summer, Gecko Jewellery refreshes its popular Elements Gold range, replacing low volume items with new pieces designed around current and emerging themes and trends, or in response to retailer feedback or changes in consumer demand.

Usually this refresh consists of approximately 70 new pieces being added to the existing range. This June, Gecko have almost doubled the volume of newness, adding 130 new pieces to the Elements Gold collection, with inspiration taken from one of Europe’s most beautiful and romantic destinations – Venice.

Creative Director Desiree Pringle explains the motivation behind such a substantial refresh: “The increase in the range is an indication of our commitment to our retailers to provide them with collections that are highly saleable. Customers love Elements and we had received feedback that they also wanted to see more luxurious products included in the range to cater for that customer wanting to spend at a slightly higher price point. We also wanted to increase choice in the core Elements collection for retailers. This new range ticks both boxes.

We have added weightier gold pieces, increased diamond count, and used larger semi-precious stones and pearls, which has allowed us to stretch price points. Previously, the highest SRP for this range was around £700. Now it is £1,000 – a significant shift that provides much more flexibility.”

Some of the new standout pieces include a morganite teardrop set with diamond surrounds set in rose gold, a statement open rose pattern diamond pendant and earring set, and for those wanting something more premium for every day wear, a classic, heavy-weight gold pendant and earrings set which could transition from day to evening wear. The collection also includes several ‘everyday’ chain necklaces and bracelets, with subtle design differences to increase the premium feel. The collection also now includes extensions of existing best-sellers in precious stones and pearls, as well as brand new pieces playing into trends for chunkier, more decadent pieces.

Des added, “The team really enjoyed designing this range with ‘Venetian Dream’ as their key inspiration, which drove the design, texture and colour choices, and we have really listened to retailers to build on successful Elements best-sellers.”

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