The Advent Of Dodo Jewellery, Now In New Zealand
Delicate charms that are knotted on a simple leather string defines the essence of Dodo Jewellery. The concept originated on the island of Mauritius, where the Dodo bird which could not fly once lived, before it was hunted into extinction.
Originally shells strung together to form necklaces and charm bracelets to create whimsical decorative jewellery to set the tone for simplistic and stylish jewellery. When you walk into a Dodo display, the helpful Dodo staff will assist you in the arrangement of the 18 karat gold animal charms so you may create a unique and beautiful bracelet, necklace or a pair of earrings. Part of the proceeds will be put toward WWF Italia which works tirelessly for the protection of animals which are close to being extinct.
The company was founded in 1995, the simple, mix and match charms became a hit very quickly among university students and Italian models. Each 18 karat golden charm comes with a tagline all its own to memorialize the individual charm. The Dodo motif is a clever, attention getting tactic, because everyone has sympathy or the ill fated Dodo bird which was hunted into extinction because it could not fly. The understated emotion coupled with a brilliant marketing ploy in assigning the individual tagline has brought the brand into the forefront of fashion.
Each piece of jewellery communicates a message of friendship between the giver and the receiver of love. So Dodo jewellery is more than just stylish, but it also tells a story of love.
From the beginning, Dodo has expressed a real interest in nature by devoting a portion of its revenue from the sale of the jewellery to the WWF of Italy. This theme has been promoted on an multi-generational basis, which also creates a loyalty and devotion to the cause.
It has become a “first jewel” for young people, who can add a new charm each year to their bracelet. So, in addition to linking the generations together, Dodo has brought the genders together as well by making the product just as appropriate for the guys as it is for the gals. The new charms that can be added to the bracelets are not only in 18 karat gold, but with additions of diamonds and other precious gems.
Emotions speak volumes among people of all ages, and love is the prime language spoke here, as the Dodo brand has become an international success, with their 42 primary stores, primarily located in Europe.
Dodo is actually a brand of Pomellato, the large Italian international jeweler recently acquired by Kering. Pomellato reached revenues of $190m in 2012 and is one of the major jewellery groups in Europe, with a very strong position on the international scene. The exquisite Italian craftsmanship, with the emphasis on the personality and style of its products makes it a top designer and manufacturer in the world.
Kering, long a leader in accessories and fashions, acquired Pomellato, which includes Dodo, to broaden the reach of its portfolio of luxury brands in the high growth market of jewellery. Pomellato and Dodo mark a distinctive portion of that market and are considered some of the most beautiful and innovative jewellery lines in the world.
This is a good move for Pomellato and Dodo, as it extends their reach into new markets that are more easily accessible with the merger with Kering. The geographic impression that both brands can now experience will be a boon for them both.
Dodo, of course has created a huge following on its own, but will now just have that following broadened and accelerated as Kering ads it marketing expertise and know-how to the effort
For a long time, the Dodo range of charms and bracelet was not available in New Zealand but now, at last, there is an official outlet for the charms and gold bracelets. Orsini Fine Jewellery in Auckland, a long-time supplier of Pomellato jewellery, has acquired the NZ rights to distribute the Dodo range. An extensive collection is on show at their store in Parnell but if you are not able to go to the shop, then you can look on-line here. Have a look and prepare to be wowed by the lovely Dodo range.