Tony Barrett, MD of Life Charms, talks to Greetings Today about the company, its product offering and how it supports independent retailers

Hall 6 Stand A34

Tell us a little about Life Charms.
Life Charms was created in 2015 and has grown in popularity ever since with now more than 750 stockists reselling Life Charms jewellery

How has the company changed since it began?
Life Charms started with a more vintage collection on picture cards and we have developed our ranges to include more than 15 different collections. Life Charms has also been runner-up in back-to-back Gift of The Year Awards and is now a regular sponsor of The Greats.

Tell us about your designers.
I designed all the early collections, but latterly Agata Werycha joined the company and has been instrumental not only in designing all the new collections but has also been influential in shaping the branding of Life Charms.

Autumn Fair Life Charms

How has the past two years or so been for you?
The past two years have been challenging for everyone either in retail or associated with retail. However, we have managed to come through it unscathed and with the help of the furlough scheme and the uplift in sales with our online customers we did okay.

What about new ranges?
We have just launched our Christmas 2022 collection, which is really strong, and we have also launched our new earring collection, which comes in gorgeous little gift boxes. The reaction to both has been fabulous.

How many ranges do you offer?
We are currently offering 17 different collections.

What are your best selling ranges?
Our best-selling ranges include our Just Because collection, Rosey Rabbits and our new Luxury Gift Box range.

What do you do to support retailers?
We try to be very pro-active in this area. We supply free display stands, marketing materials, merchandising guides, in-store promotions, no minimum re-order quantities, online ordering system, customer support in office, and of course great field support from our team of sales agents.

If retailers could only stock one item/range in their shops, which would you suggest?
Retailers should definitely get involved with our Just Because range. There are more than 150 different designs to choose from and it is selling incredibly well. The designs will come in a free rotating display stand – either tabletop or floor standing.

Do you have any eco-friendly credentials you would like to mention?
We use recyclable materials on all our packaging and we recycle all our waste in our offices.

Are you planning to exhibit at any shows this year?
We have already exhibited at Spring Fair & Harrogate Home & Gift and we will be at the Autumn Fair on stand 6 A34.

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