Retail success: The Pilgrim Charms Collection is listed in more than 100 travel retail locations

DENMARK. Pilgrim is showcasing its latest collection of fashion jewellery, charms, sunglasses and watches in a new space at next month’s TFWA World Exhibition (Stand number: Yellow Village G38). The Danish fashion jewellery brand is returning to the fair for the sixth consecutive year.

On show next month will be the Autumn 08 range of women’s jewellery, which comprises ten collections. Buyers will also get a preview of the winter collection.

Also on display will be the latest merchandising solutions for travel retailers, including a self-service gondola containing pre-selected gift boxes. This specially tailored unit is proving successful in travel retail, and the Pilgrim team is looking to expand the concept.

The Pilgrim Charms Collection will be on display alongside the company’s first MEGA Charms – a larger-sized range that is said to be creating a buzz worldwide. The counter-top Charms merchandising unit will also be on show.

Pilgrim Charms Collection

Since its launch back in 2007 the Pilgrim Charms Collection has been one of the most successful additions to the Danish jewellery company’s range in travel retail.

“The Pilgrim Charms Collection is listed in 110 locations in travel retail, meaning that nearly all of Pilgrim’s customers have the charms displays, together with our main jewellery collection,” said Pilgrim travel retail’s Marianne Salomon.

“The price point and wide selection, combined with the attractive display, makes the Charms Collection a very appealing purchase in-store. A customer can easily buy just one piece but as we find, is more likely they pick up between two and four charms at a time, plus a necklace or bracelet.”

The Autumn collection (available now) features over 200 new charms, including stunning zodiac symbols and initials, featuring elaborate letters and an ampersand, “˜&’, so that two initials can be joined together.

Pilgrim has also created a range of necklaces and bracelets for the charms.

The winter collection (available from November 2008) features 60 design updates, featuring animal charms, love letters, parcels and messages, such as “˜me’ and “˜you’ signs, plus a tiny snow globe.

A self-service gondola at Pilgrim’s boutique in Copenhagen Airport

MEGA Charms launch

Alongside these two collections will be the launch of Pilgrim’s MEGA Charms Collection of 24 designs. They are each 5-6cm long, making them up to five times bigger than the regular charms.

The range spans both silver and gold designs, from a fairy to an elegant ball with relief design and stones. Fun items include a magic mushroom, a scary bunny and a giant cupcake, while simple designs include the Sparkling pendant charm, encrusted with Swarovski stones.

A start-up package for retailers has been created, which includes a counter-top display holding 60 charms, 12 necklaces and nine bracelets. The compact unit comes with an advertising visual featuring Pilgrim’s face Helena Christensen, which attaches magnetically to the back and can be updated each season. The collection is usually offered alongside the main Pilgrim jewellery collection for women, but in some locations Pilgrim is offering just the Charms collection as an entry point for new customers and for promotions.

To make it easy for the retailer and to display the charms in the best way, each piece is attached to a small black display card, designed to be placed upright in the counter-top unit.

“We want our customers to feel special about their purchase whether it is a treat for themselves or a gift for a loved one,” explained Salomon. “We place great importance on our packaging, so that the item is not only protected well, it is presented in a very pretty and feminine way.”

Recommended retail price for the Charms is €8 to €29.50, while MEGA Charms run from €19.50 to €52.
Necklaces retail from €15 to €34, and bracelets are €15 to €34.

For details contact Annette Møller Andersen, Pilgrim, tel: +45 6333 3328, e-mail Visit


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