JCI takes over Aeon brand

By Doug Newhouse |

The JCI Jewellery company says it is looking to build travel retail distribution for its Aeon brand following the switch of distribution from Ambassadors Choice to JCI.

Based in Co Tyrone, Northern Ireland, JCI says it is targeting a number of market gaps with new collections and designs, according to company Managing Director Chris Campbell. 

He said: “The fashion jewellery sector is, we know, extremely competitive – particularly within our specialist inflight category. However, we’re confident that we can offer buyers not only greater flexibility through our manufacturing capability, but also faster reaction to consumer trends and in-vogue styles,” says Campbell. 

“Ambassadors Choice did an excellent job with the Aeon brand for several years; however we feel that by removing one link in the distribution chain we can offer a more effective service and price competitive range.”

‘A SOUND BUSINESS’
According to the company, JCI Jewellery has established ‘a sound business’ for the Aeon brand of sterling silver, silver-dipped and gold-dipped jewellery, with listings on airlines including British Airways, Thomas Cook, easyJet UK, Jet 2, Flybe, Aeroflot, and Tourvest for Virgin Atlantic, South African Airways and Kenya Airways. 

“Our Aeon multi-ring stretch bracelet and silver-dipped green and blue beaded bracelet are both proving very popular onboard, as is the black and red charm bracelet,” said Campbell. 

“We’re also seeing good sales for our cufflink set and believe the men’s jewellery sector is one area with potential for development, particularly for younger men in their late teens and early twenties.”

Equally, Campbell is examining the potential for jewellery aimed at younger women – again, in their teens. He said: “A lot of jewellery inflight is aimed either at young children or women from their mid-twenties upwards. 

TEENAGE GIFTING
“We believe there’s a niche in between – especially for the holiday/charter airline market; both for self-buy and gift purchase. If you’re looking for a gift to take home for a teenager, there really isn’t much available; we’re planning to change that.”

JCI Jewellery is working with well respected travel retail consultant Jeannie Archer to promote the Aeon brand inflight. “It’s a super brand to work with; the price points are ideal for the inflight sector and sales are building nicely,” she says. 

“What’s great about JCI Jewellery is that, as a family run business, they’re small enough to be able to react quickly to customer requests – e.g. for an exclusive design – and provide excellent backup service; but large enough to be able to meet supply and delivery requirements.”

 

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