MINT DESIGN TURNS ROUND BUSINESS AFTER MBO
The recession is proving a breath of fresh air for globally inspired jewellery and accessories brand Mint Design.
The company was founded in 2004, initially as a younger sister wholesale only brand to women's clothing and accessory retailer East. A Mint Design clothing line was trialled was but dropped after two seasons leaving the company to concentrate on jewellery and accessories although a range of holiday wear kaftans, to match bags and sarongs has recently been reintroduced.
After restructuring at East, Mint Design launched a successful MBO from its parent company in May 2008 when the business was bought by a group of investors including some of the original Mint personnel. Since then a strong brand vision has been developed and honed and the dynamic new team is beginning to see the business flourish.
The new board consists of five directors who between them have a wealth of experience in fashion and accessory design, wholesale, the retail sector as well as advertising, marketing and design.
Four of the new investors are actively involved in the day to day running of the business and are headed up by Brand & Executive Director Peter Kirvan who worked in advertising for over 20 years before moving to Devon to run a highly successful ceramics business. Peter brings a strategic brand vision to the to the Mint offer. Buying & Retail Director Jonathan Keating, is one of the original East founders, who not only travels the world sourcing and developing the Mint jewellery collections but also has a keen eye on the retail sector. Sales Director, Simon Rapley was part of the initial Mint set up and retains a real passion for the products and brand. Other board members include John Horner, Chairman of internationally renowned model agency Models 1 responsible for some of the world best known "faces". John also previously worked in advertising and marketing and understands the value of a strong brand.
A year on from the Mint brand re-launch a number of marketing strategies have been developed culminating in the 2009 summer season being one of the most successful ever for Mint, despite the economic downtown. Marketing the brand though a new twice yearly newsletter to inform and attract both new and old customers; incentives for existing loyal Mint stockists such as merchandised trading units combined with good customer service, stock replenishment and pre-merchandised selling packages have all brought positive results.
The "Lipstick effect" trend whereby sales of costume jewellery and fashion accessories have uplifted significantly due to the recession have also helped bring Mint's sales to record levels. With an eye on the retail market all looks set for the next phase of Mint's development plans.
July 2009
Autumn Winter 09/10 Collection
TRAVELS BY TIME & TRIBE
Mint jewellery and accessories are globally sourced - hand crafted and inspired by the traditions and cultures of many different countries. Each season's collection features an eclectic mix of intricate design using many natural sustainable materials and rich luxurious textiles
For Autumn Winter the global traveller style is a factor echoing the fashion trend of the mixture of world prints and patterns. For Jewellery this is translated into big chunky accessories - cuffs, bangles, long "trophy" necklaces with subtle world tribal touches tassels, markings and intricate carvings and shapes. Long coloured multi stranded brightly coloured metal bold linked chain necklaces and bracelets are reminiscent of medieval chain mail and the early 80's being revived.
Mint also goes back to nature with coloured misshapen stone necklaces which give the impression they have been hewn from rocks and polished by erosion. Glass multi stranded bracelets and earrings are inspired by berries of the forest. Mint's elegant animal brooches will enliven the strictest suit.
To combat the drab and demure 1940's style tailoring trend Mint has flower head corsages in rich hues, striking glass beads necklaces and bracelets embedded with marble fire contrast streaks. Glittering colour infused jewels that look good enough to eat. Silver necklaces, bracelets and earrings with nature inspired charms jewelled flower petals and clear bold stones.
For Xmas there is a strong Scottish tribal tartan fabric covered or printed themed selection of bracelets and necklaces. Jewel like heart necklaces on cord or bead, bracelets and chunky rings in seductive colours plus blood red and jet black are perfect for Xmas and Valentine gifts. Multi strand gold and bronze bugle beaded bracelets and necklaces tied with an organdie bow would turn any outfit into an event.
Mint jewellery and accessories are often inspired by and seeped in the history, art and traditions of ancient cultures reflected by the hand painted beaded ball necklaces reminiscent of dynastic Chinese pottery.
Designed and developed by Mint Design Director Jonathan Keating who in pursuit of the Mint credo of "globally inspired" circumnavigates the globe twice a year sourcing the unusual. Jonathan works closely with a dynamic group of Mint suppliers in many different countries from Thailand, the Philippines to Menorca and India. Much of the Mint jewellery is made by small groups of artisans producing exclusive handcrafted designs in stone, wood, shell, resin, horn, mother of pearl, ceramics, silver semi and semi precious stones and crystal.
MINT DESIGN BENEFITING FROM THE "LIPSTICK EFFECT"
Globally inspired jewellery and accessories brand Mint is benefiting from the "Lipstick effect" during the current economic downturn which has caused costume jewellery and fashion accessories to uplift significantly and blow away the recession gloom.
This trend noted in previous recessions has now taken effect in the current climate transferring from cosmetics to fashion accessories as more and more women are discovering the instant boost that purchasing a piece of costume jewellery, a scarf, belt or bag can bring to their outfits and mood.
Combined with the strength of their collections, the team at Mint have been already recording a steady sales uplift of25% from spring summer last year and are confident that this will carry on into the Autumn/Winter 09/10 season making in a record year.
To further enhance sales for new and existing customers leading into the new season Mint have also embarked on a series of marketing strategies. Key existing customers are supported with fully merchandised units which through regular contact and feedback are kept looking fresh and fully stocked with the latest ranges. The latest Mint seasonal customer newsletter was also sent to over 600 customers and highlighted their top fifty best selling spring summer jewellery styles as well as offering insights into Mint Design Director Jonathan Keating's "globe trotting" journey's that make each collection so different and special. Already many of Mint's key jewellery lines are selling out and sales of accessories are also rising as they are popular with retailers for instant gift lines. To support this and not to disappoint retailers Mint is now offering pre-packaged matching accessory options as gift sets.
Mint Sales Director Simon Rapley certainly agrees that the "Lipstick economy" plus the brands reputation for well priced quality jewellery and accessories are driving sales. "These are very challenging times for many but our globally inspired designs do look set for another record year which is very satisfying to have such positive news in the midst of so much doom and gloom!"
-ends-
** editors note : the lipstick effect is a phenomenon noted firstly in the great depression of the 1930's when cosmetic giant Esteé Lauder reported huge increases in sales of lipstick as women looked for ways to indulge themselves and change their look in the most cost effective way. In subsequent recessions it has been documented that whilst clothing sales slow down the "lipstick effect" on lower cost items which give women an instant boost increase dramatically.
*** Mint is stocked in over 600 independent and department stores in the UK
May 2009
Autumn Winter 09/10 Collection
TRAVELS BY TIME & TRIBE
Mint jewellery and accessories are globally sourced - hand crafted and inspired by the traditions and cultures of many different countries. Each season's collection features an eclectic mix of intricate design using many natural sustainable materials and rich luxurious textiles.
For Autumn Winter the global traveller style is a factor echoing the fashion trend of the mixture of world prints and patterns. For Jewellery this is translated into big chunky accessories - cuffs, bangles, long "trophy" necklaces with subtle world tribal touches tassels, markings and intricate carvings and shapes. Long coloured multi stranded brightly coloured metal bold linked chain necklaces and bracelets are reminiscent of medieval chain mail and the early 80's being revived.
Mint also goes back to nature with coloured misshapen stone necklaces which give the impression they have been hewn from rocks and polished by erosion. Glass multi stranded bracelets and earrings are inspired by berries of the forest. Mint's elegant animal brooches will enliven the strictest suit.
To combat the drab and demure 1940's style tailoring trend Mint has flower head corsages in rich hues, striking glass beads necklaces and bracelets embedded with marble fire contrast streaks. Glittering colour infused jewels that look good enough to eat. Silver necklaces, bracelets and earrings with nature inspired charms jewelled flower petals and clear bold stones.
For Xmas there is a strong Scottish tribal tartan fabric covered or printed themed selection of bracelets and necklaces. Jewel like heart necklaces on cord or bead, bracelets and chunky rings in seductive colours plus blood red and jet black are perfect for Xmas and Valentine gifts. Multi strand gold and bronze bugle beaded bracelets and necklaces tied with an organdie bow would turn any outfit into an event.
Mint jewellery and accessories are often inspired by and seeped in the history, art and traditions of ancient cultures reflected by the hand painted beaded ball necklaces reminiscent of dynastic Chinese pottery. Earrings continue to be even bigger news withy chunky signature chandelier and drop shapes make a statement in crystal adding glamour and glitz to the most sombre of outfits.
Designed and developed by Mint Design Director Jonathan Keating who in pursuit of the Mint credo of "globally inspired" circumnavigates the globe twice a year sourcing the unusual. Jonathan works closely with a dynamic group of Mint suppliers in many different countries from Thailand, the Philippines to Menorca and India. Much of the Mint jewellery is made by small groups of artisans producing exclusive handcrafted designs in stone, wood, shell, resin, horn, mother of pearl, ceramics, silver semi and semi precious stones and crystal.
June 2009
Autumn Winter 09/10 Collection
MINT GLOBAL JEWELLERY
Mint jewellery and accessories are globally sourced - hand crafted and inspired by the traditions and cultures of many different countries. Each season's collection features an eclectic mix of intricate design using many natural sustainable materials and rich luxurious textiles.
For Autumn Winter the global traveller style is a factor echoing the fashion trend of the mixture of world prints and patterns. For Jewellery this is translated into big chunky accessories - cuffs, bangles, long "trophy" necklaces with subtle world tribal touches tassels, markings and intricate carvings and shapes. Long coloured multi stranded brightly coloured metal bold linked chain necklaces and bracelets are reminiscent of medieval chain mail and the early 80's being revived.
Mint also goes back to nature with coloured misshapen stone necklaces which give the impression they have been hewn from rocks and polished by erosion. Glass multi stranded bracelets and earrings are inspired by berries of the forest. Mint's elegant animal brooches will enliven the strictest suit.
To combat the drab and demure 1940's style tailoring trend Mint has flower head corsages in rich hues, striking glass beads necklaces and bracelets embedded with marble fire contrast streaks. Glittering colour infused jewels that look good enough to eat. Silver necklaces, bracelets and earrings with nature inspired charms jewelled flower petals and clear bold stones.
For Xmas there is a strong Scottish tribal tartan fabric covered or printed themed selection of bracelets and necklaces. Jewel like heart necklaces on cord or bead, bracelets and chunky rings in seductive colours plus blood red and jet black are perfect for Xmas and Valentine gifts. Multi strand gold and bronze bugle beaded bracelets and necklaces tied with an organdie bow would turn any outfit into an event.
Mint jewellery and accessories are often inspired by and seeped in the history, art and traditions of ancient cultures reflected by the hand painted beaded ball necklaces reminiscent of dynastic Chinese pottery. Earrings continue to be even bigger news withy chunky signature chandelier and drop shapes make a statement in crystal adding glamour and glitz to the most sombre of outfits.
Designed and developed by Mint Design Director Jonathan Keating who in pursuit of the Mint credo of "globally inspired" circumnavigates the globe twice a year sourcing the unusual. Jonathan works closely with a dynamic group of Mint suppliers in many different countries from Thailand, the Philippines to Menorca and India. Much of the Mint jewellery is made by small groups of artisans producing exclusive handcrafted designs in stone, wood, shell, resin, horn, mother of pearl, ceramics, silver semi and semi precious stones and crystal.
June 2009
Autumn Winter 09/10 Collection
MINT GLOBAL JEWELLERY
Mint jewellery and accessories are globally sourced - hand crafted and inspired by the traditions and cultures of many different countries. Each season's collection features an eclectic mix of intricate design using many natural sustainable materials and rich luxurious textiles.
For Autumn Winter the global traveller style is a factor echoing the fashion trend of the mixture of world prints and patterns. For Jewellery this is translated into big chunky accessories - cuffs, bangles, long "trophy" necklaces with subtle world tribal touches tassels, markings and intricate carvings and shapes. Long coloured multi stranded brightly coloured metal bold linked chain necklaces and bracelets are reminiscent of medieval chain mail and the early 80's being revived.
Mint also goes back to nature with coloured misshapen stone necklaces which give the impression they have been hewn from rocks and polished by erosion. Glass multi stranded bracelets and earrings are inspired by berries of the forest. Mint's elegant animal brooches will enliven the strictest suit.
To combat the drab and demure 1940's style tailoring trend Mint has flower head corsages in rich hues, striking glass beads necklaces and bracelets embedded with marble fire contrast streaks. Glittering colour infused jewels that look good enough to eat. Silver necklaces, bracelets and earrings with nature inspired charms jewelled flower petals and clear bold stones.
For Xmas there is a strong Scottish tribal tartan fabric covered or printed themed selection of bracelets and necklaces. Jewel like heart necklaces on cord or bead, bracelets and chunky rings in seductive colours plus blood red and jet black are perfect for Xmas and Valentine gifts. Multi strand gold and bronze bugle beaded bracelets and necklaces tied with an organdie bow would turn any outfit into an event.
Mint jewellery and accessories are often inspired by and seeped in the history, art and traditions of ancient cultures reflected by the hand painted beaded ball necklaces reminiscent of dynastic Chinese pottery. Earrings continue to be even bigger news withy chunky signature chandelier and drop shapes make a statement in crystal adding glamour and glitz to the most sombre of outfits.
Designed and developed by Mint Design Director Jonathan Keating who in pursuit of the Mint credo of "globally inspired" circumnavigates the globe twice a year sourcing the unusual. Jonathan works closely with a dynamic group of Mint suppliers in many different countries from Thailand, the Philippines to Menorca and India. Much of the Mint jewellery is made by small groups of artisans producing exclusive handcrafted designs in stone, wood, shell, resin, horn, mother of pearl, ceramics, silver semi and semi precious stones and crystal.
July 2009
For more information, please contact:
Keri Beak on 07973 832 302 or email: keribeakpr@onetel.net