EXCLUSIVE: Zsiska is looking to leverage its success on the domestic markets to build the travel retail business for its vibrant handmade resin jewellery designed for the ‘often overlooked’ 55+ women’s market.

“This age group is often overlooked, yet they have huge spending power potential,” said Sirb Klaewtanong, CEO, Zsiska, speaking to TRBusiness.

Bringing a touch of star quality to the brand is Dame Prue Leith, a judge on the popular television baking competition, Great British Bake Off.

The self-confessed ‘necklace obsessed’ cook-turned-novelist, who is known for her love for bright, fun jewellery, is collaborating with the company on the Zsiska x Prue FW23 line.

“We were waiting for the right time to build our business in travel retail and now with Prue Leith on board, and her brand affinity being very authentic, we are ready to move forward with our plans.

“We are looking closely at the cruise and ferry business, especially in North America,” elaborated Klaewtanong, highlighting the synergies between the brand’s typical placement among gifts, resort wear and leisure wear, as well as the target age range.

Alongside this, a key goal is to build the airport business, and then to also seek opportunities at border stores and inflight.

A big part of the appeal is the scope for personalisation.

“It’s possible for us to create bespoke collections for retailers in a time frame of approximately two months,” said Klaewtanong.

Bold designs for bold personalities

The Thailand based company was founded in 1992 by Dutch jewellery designer Siska Schippers.

As Creative Director, Schippers brings her ‘creative flair and artistic energy’ to the designs.

Each bead is poured, painted, polished and knotted by hand.

Furthermore, the resin jewellery pieces can be combined with materials such as 24-karat gold leaf and pure silver leaf.

Between 10-14 new collections are launched each year, inspired by the arts, nature, shapes, colours and fashion trends.

The brand falls into the ‘affordable premium’ bracket, with prices ranging from around EUR30-200 (US$33-217).

Currently, North America comprises approximately 60% of the company’s business, and the ambition is to expand on this and grow more in Europe – both domestically and by layering up in travel retail.

Zsiska also has a strong presence through it local partners in APAC.

Looking at consumer preferences, Klaewtanong observes that US consumers tend to gravitate to more seasonal colours, that are “vibrant but not contrasting”.

In Europe, shoppers are more open to bold combinations.

“Cruise consumers tend to prefer easy-to-wear items such as pendants,” he added.

“For airports, we show more full sets featuring necklaces earrings, rings and bracelets.”

On the company’s travel retail ambitions, he summarised: “It’s exciting. We never saw our potential [in the channel] until we started talking to people and put two and two together.

“We feel like we belong in travel retail and are a perfect fit. It’s a whole industry that we can be part of.”