King Power Group (HK) has begun a major rejuvenation campaign for Agatha, the French jewellery brand it acquired in 2006.
Agatha, founded by Michel Quiniou in Paris in 1974 with the aim of “making chic accessible”, is known for accessibly priced fashion jewellery. Agatha has over 350 POS in the world and is now embarking on an ambitious expansion of its network beyond Europe throughout the Asia and Middle East regions.
What’s in a name? Agatha Founder Michel Quiniou wanted a name that suggested the notion of “pretty jewellery” and a girl’s name beginning with ‘A’. He thought about the agate natural stone and Agatha was born. |
To reach and gain new consumers, the brand plans several product and store projects over the coming months. On 1 September the company will open a new shop in Times Square, Hong Kong. “Today, Agatha opens a new page,” said Sunil Tuli, who has been appointed Chairman of the Board (several other new board members are being appointed to drive domestic and travel retail expansion).
Agatha offers a mix of new essential jewels in sterling silver that can be worn every day and more trendy collections for each season. These jewels are selected and promoted by bloggers in markets around the world and aim to “seduce a new generation of young women”, said Agatha. The brand’s Magic Diamond necklace has been one of the best-selling items for more than 20 years.
The brand recently revealed a new store concept in China, which features feminine, light colours and materials to enhance the “refinement and modernity” of the jewels.
In September, Agatha will launch new e-commerce websites in France, Spain and Europe to offer its customers a “better and optimised experience and service”, said the company.
Beam me up Scotty
2018 will be an important year for Agatha as Scottie, the brand’s emblem, will turn 30.
The little Scottie dog was created in 1988 by Quiniou, who was inspired by his Scottish Terrier called Leon. One day, as a souvenir, Quiniou sketched a pendant with the profile of Leon and it became an overnight success. Since then, Scottie has been known as Agatha’s mascot.
For its anniversary in 2018, Agatha has created several exclusive collections of a Scottie effigy for France, Spain, Japan, Korea and China.
The story of Scottie is ongoing and more exciting surprises will be revealed in 2019, when the brand celebrates its 45th anniversary, Agatha noted.
