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Corporation
CONSUMER PRODUCTS & SERVICES | Clothing & Accessories / Accessories
orotongroup.com

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Stage

Acquired | Acquired

About Oroton

Oroton is an Australian luxury fashion accessories company known for its leather handbags.

Oroton Headquarter Location

409 George Street Level 2

Waterloo, New South Wales, 2017,

Australia

+(02) 8275 5500

Latest Oroton News

The Australian clothing brands looking to accessorise all areas

Nov 8, 2021

Share Edwina Forest is always gratified when customers of her resortwear label, Aje, discover the brand offers jewellery as well as ready-to-wear. “We think of it as the icing on the cake,” says Forest, Aje ’s creative director. “Some of our customers come in and have no idea we have our own jewellery, too. And it’s this lovely moment of, ‘Oh, I can complete my whole look right here.’” Aje creative director Edwina Forest sees the label’s accessories as “the icing on the cake”. Australia’s ready-to-wear labels are increasingly investing in jewellery, from the cool “It girl” vibe of Aje’s resin, leather and brass accessories to the more rarefied lens of Albus Lumen ’s freshwater pearls and the “vintage resort vibe”, as Sophie Holt describes it, of the costume jewellery turned out by Oroton under her creative direction. It makes sense. Jewellery and accessories in general are entry-level purchases that can add to a brand’s messaging – and its bottom line. Customers who might not be ready to pay $800 for an Aje dress are probably more willing to buy a smaller stake in the brand via, say an $88 pair of earrings with the brand’s name emblazoned on them. Indeed, luxury fashion takes full advantage of these “impulse purchases” (though that, of course, is a relative term, when the purchase in question might be a $600 phone case from Louis Vuitton). It is estimated that almost half of luxury inventory falls into the accessories category, which encompasses everything from handbags to shoes to costume jewellery, and accounts for up to 60 per cent of sales. Oroton jewellery is designed after the ready-to-wear clothing, to complement it and complete the look. “From a sales perspective, jewellery is very important,” says Holt. “It’s a big focus for the business, and an area of real growth.” Holt, who has a dedicated accessories team but oversees all design elements, says Oroton’s jewellery is “not about precious stones or metals, but they are the kinds of pieces you can buy and wear forever”. The collection, which this season includes turquoise, coral and silicone, is designed after the ready-to-wear clothing, to complement it and complete the look. Advertisement “The idea is to make it easy for the customer to pull a whole look together,” says Holt. “These are statement pieces that make a real impact. They truly add to an outfit.” For Albus Lumen’s Marina Afonina, jewellery is a natural extension of her elevated luxury label. An Albus Lumen freshwater pearl necklace. “The brand has always been inspired by nature and natural textures,” says Afonina, who is both a stylist and the brand’s creative director. “So it made sense to include pearls – and that’s where it all started.” Though Albus Lumen has an in-house jewellery team, Afonina has also called on friends, such as designer Ryan Storer, to collaborate. “Ryan helped us with our 2018 collection, and we have collaborated with him a few times since then. He really understands Albus Lumen and what we stand for.” Like Holt, Afonina and Forest insist that, while their jewellery sits at a more affordable price point – “It’s not Paspaley , it’s not Kailis ,” says Afonina – it is no less desirable. “There is a gap in the market for considered, design-led pieces,” says Afonina. “It was important to us that our customer was able to afford these pieces. So that, in some ways, dictates the materials we can use, like plated brass, leather and stone. “We are not using precious or even semiprecious gems. But in a way, that makes what we do more creative. You have to be flexible and work with what you have.” Save

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