Introducing www.bohofashionjewellery.co.uk
28-04-2006
Sales of accessories are on the up and reportedly increased by 10% last year, some five times faster than the rest of the fashion industry, equally ever on the rise is the growing phenomenon of the internet retail industry.
Newcomer to the fashion jewellery & accessories arena UK Internet retailer Boho Fashion Jewellery is hoping to turn this trend to their advantage & cut a swathe through the tough competition in the industry in a bid for the top spot.
Director Lucia Hedderley talks candidly about her hopes for the future of her brand new baby www.bohofashionjewellery.co.uk and her plans to make the site the leading light in UK fashion jewellery retail.
Q. What was your background prior to starting the business?
Lucia: My background since leaving university in 1995 with a degree in commerce has been in retail management, finance, procurement & contract management. I have been in the ‘buying’ industry much of my working life and have worked across a whole spectrum of different industries initially as a commercial buyer and then within purchasing, logistics and contract management.
It these skills that I have built up over the years that I believe will be invaluable to Boho’s long-term success.
Q. What inspired you to create Boho Fashion Jewellery?
Lucia: Boho came about via several avenues really, I had the opportunity to lend my buying expertise to a friend’s online fashion venture, which allowed me to use my skills & knowledge in a very different trading arena, and also cultivate supplier links and partnerships within the industry. The more time I spent on the project the more hooked I became and from there the passion grew. You could say it’s grown to be almost a fashion drug; the buzz from working solely in an arena that you feel truly passionate about is the greatest inspiration of all.
From there I decided to set up Boho, my main interest being fashion jewellery & accessories. I used to make jewellery in my spare time many moons ago and whilst I’m not currently stocking any of my own creations at the moment it is an aim for the future and like quite probably lots of women I Iove my handbags and accessories! It’s my desire to promote as many leading and emerging fashion jewellery and fashion accessory designers on Boho as I can!
Q. So what has it taken to get Boho Fashion Jewellery up and running?
Lucia: Well as with any business, it’s taken a lot of hard work, emotional investment, patience, energy, support from friends & family and sleepless nights, but it’s all been worth it! It is a continuing, ever evolving project to add content and keep that content fresh.
As any pure Internet retailer will tell you, especially any operating in the fashion industry, there are plenty of barriers to overcome, not least the resistance from potential suppliers especially unfortunately the more established fashion brands, to the idea of not having a physical store.
With the continued reports of high street footfall, well, falling, and the increasing levels of internet retail sales up some 29% on 2004, and equating to approx £8.2 billion last year, internet retailers are changing the whole dynamic of the retail industry and some hard lessons will have to be learnt by those brands who fail to see the importance of cultivating those all important relationships with their online counterparts sooner rather than later.
That aside, for me it’s now a case of proving that Boho Fashion Jewellery’s business model & methodologies are sound, and continuing to demonstrate that Boho is a worthy place for the industry to showcase their wares.
Q. For those new to your store, what items do you stock?
Lucia: Boho Fashion Jewellery source from all across the globe, and utilise many leading and emerging designers.
We stock a wide range of fashion jewellery –bracelets, pendants, earrings, chokers, necklaces, pendants, rings & watches and fashion accessories –belts, brooches, cufflinks, handbags, keyrings, mobile phone, bag and jean charms, we will also be shortly introducing a range of wedding jewellery.
Q. So what makes you different from your competitors?
Lucia: Currently with Mother’s day around the corner we are running a promotion across our entire stock range of 15% off for all customers until 27th March 2006, all they have to do is enter MOTHER in the discount code box before they checkout.
All of our customers also receive a 5% loyalty reduction on their return visits to our store, as well as other special offer promotions & newsletters throughout the year.
Customer care is of ultimate importance to me and is the key to Boho’s success, it’s the personal touch and the recognition of the shopper as an individual that makes Boho what it is, I try to cater wherever possible to requests for particular products or advice on gifts to suit their friend or family members tastes.
Q. So what are the plans for the future with Boho Fashion Jewellery?
Lucia: It is my ultimate aim to turn Boho into the UK’s leading supplier of fashion jewellery and accessories, it’s a highly competitive industry, but with drive, determination and the right supplier partnerships cultivated it’s ambitious but achievable. I believe with my background and experience I have the passion and enthusiasm to achieve my aim.
Contact details:
press@bohofashionjewellery.co.uk
info@bohofashionjewellery.co.uk
Website: www.bohofashionjewellery.co.uk
