Q&A: O.W.L praises buying habits of IJL visitors


O.W.L Watches’ UK sales manager Charlie Gumley answers our questions about exhibiting at this year’s International Jewellery London (IJL) exhibition at Olympia between 4-6 September, and where the brand  is headed in 2016.


What are your brand’s goals in the UK in 2016?


The main goals this year are to further increase our retail touch points in the UK with a particular focus on more fashion orientated retailers, and to increase our brand awareness to end consumers through consumer press titles and social media channels.


What progress have you made in the last 12 months?

O.W.L has had steady organic growth over the past year, we are seeing consistent trade from our existing accounts and we have launched a number of new styles over the past year which are all doing well. We have also grown our account base to include a number of overseas doors in Europe and the brand is being more recognised by new buyers as an up-and-coming brand alongside much more established names.


What are you looking to achieve by exhibiting at IJL?

IJL gives us the ability to showcase O.W.L to a good number our existing customers but also new customers looking for something more individual than the main high street brands, we are aiming to increase our retail partners in the South of the UK and the North East. With this being our third IJL our consistency will show that we are very much here for the long-term, we are loyal to our retailers and offer a desirable product range at an attractive price point and I look forward to communicating this at the show.


What will you be showcasing?

We always endeavour to showcase the whole range at IJL but I will be especially delighted to be showing not only new ladies styles for the A/W season but also a completely new gents watch collection to add to the already successful Warwick and Hasting models. The success of the gents watches, despite the initial small capsule collection, has shown that this is an area we should be developing further.


What do you like about the IJL formula?

Unlike other UK Trade Shows, retailers come to IJL looking very much to purchase for the A/W period, although there is a certain amount of show-and-tell, the emphasis is on buying, not just looking. The quality of jewellery and watch brands exhibiting has always been very high.


WatchPro has joined forces with International Jewellery London (IJL) to develop the ‘Watch Hour’ – a dedicated schedule of media coverage, seminars and support for watch brands due to exhibit at IJL between 4-6 September 2016. To find out more click here.

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