Orchira – The leading British Pearl Jewellery Brand International Partnership program presentation 2010
What is Orchira Brand?
Why Orchira - Differentiation points
Vision and Mission
Orchira Shop concepts and branding
Orchira brand Background
Orchira brand was launched officially in UK in 2006 based on a high demand of non-traditional, creative designs of jewellery hand made using authentic cultured fresh water pearls in many shapes and colours, combining coloured semi-precious gemstones. The founder Shan You started wholesaling pearl jewellery with designs in contemporary style, and spotted a market gap for creative stylish designer jewellery using authentic pearls and gemstones at affordable middle class prices.
What is Orchira
Pronounced as Or-Kee-Ra, the brand was renamed from BoBijou (earlier used brand name) to accommodate fast international expansion and avoid confusion of many names similar to BoBijou in Latin speaking countries. Orchira stands for contemporary designs, modern and pure, feminism with a hint of oriental beauty (like Orchid)
Orchira has 7 collections with over 700 exquisite designs covering lower price point commercial ranges (below £70 RRP), medium price designer collections (£30-£300 RRP), to one high end collection (£300 - £25,000). All our designs are designed in our UK head office, and hand made with 100% high quality authentic cultured pearls and natural gemstones with solid silver, gold and gold plated. We launch around 50-100 new designs per season for two seasons per year
Key Differentiation points: 1. Top class branding, packaging and presentations (no other pearl brand can match) 2. Outstanding and distinguishable designs using real pearls and gemstones 3. Wide ranges and selections covering commercial, medium to high price points 4. Cross designer, fashion and fine jewellery borders
Vision and Mission
Our vision is to allow women everywhere to enjoy stylish designer jewellery hand crafted using authentic pearls and gemstones to accessorize with their outfit, at affordable prices.
Our mission is to establish Orchira brand as the world’s leading pearl jewellery brand, with focus on design creativeness, colouring and styling and craftsmanship.
We have already achieved within 3 years short period to establish Orchira as a leading jewellery brand in UK the home market, being the key brands on large retailers including Amazon, Ideal shopping (second largest tv channel) and department stores, also in over 250 independent high end jewellers
Orchira Brand April 2010 Price band Luxury branded Fine Jewellery Designer semi-precious jewellery Commercial brand jewellery Distribution Independent jewellers Indp. Boutiques/ department stores Jewellery Chains/TV/Catalogues Orchira John Rocha, Lola Rose, Suki Lau, Babette Wasserman Cartier, Piaget, Bvlgari, Chanel Links of London, Alex Monroe, Pandora, Monica Vinader
Commercial ranges (RRP below £70. total designs around 280)
Simply Chic (Modern, clean and simple designs using authentic cultured fresh water pearls and 925 silver rhodium plated)
Fashionistas (Colourful, Edgy and fashionable designs using authentic pearls, gemstones, synthetic crystals and alloy metal nickel free)
Medium designer ranges (RRP from £30 - £200)
Essentials (Classical designs of pearl necklaces, bracelets, earring studs)
Vogue (Stylish, impression making designer look pieces using colourful pearls and gemstones)
Multi Look Divas (Orchira ’s signature design feature to allow one piece be worn in many different ways like long necklace, chunky choker and bracelet, pendant can be removed, twisted or non twisted etc)
My First pearls (delicate pieces with pearls and silver for younger girls)
High end Elite Collection (RRP from £300 - £250,000)
Exquisite, sophisticated unusual designs using high quality pearls. Some classical pearls with largest size and rare AAA quality (13-14mm) with solid 925 silver and 18K gold
Plan to add in Tahiti pearls with gold and diamond later
Orchira Collections - Elite Elite Collection Plume d’Eiffel RRP 880GBP Long Island RRP 880GBP Crown Jewel 27,999 GBP
Orchira Collections – Multi Look Divas Multi Look Divas Collection Coral Reef RRP 130GBP Niagra Rainbow RRP 300GBP Turquoise Mirage RRP 90GBP
Orchira Collections - Vogue Vogue Collection Fire in Dark Night RRP 220GBP Spring Delight RRP 295GBP Charm Amuse RRP 179GBP
Orchira brand concept Shops and Packaging Stand alone boutique Shop in Shop counter Orchira signature silk and wood boxes and ribbon, brand brochure and authenticity certificate Orchira signature patterned fabric with pink leather lining Point of Sale display