SKYlink introduces jewlery brand Marlay to portfolio
Leading travel retail distributor SKYlink has added a new name to its jewelry portfolio. Marlay – the ‘little sister’ of its popular Haus of Dietrich brand – was introduced to travel retail in Cannes this year.
The brand offers a wide selection of jewelry, including necklaces, bracelets and earrings, all colorfl, lively and affordable. Marlay’s targeted audience is younger traveling consumers, and it is already proving popular at airport stores and inflight listings.
SKYlink Co-founder & Haus of Dietrich founder, Thomas Wesch, explains Marlay’s development.
“Marlay was born as the little sister of Haus of Dietrich because we wanted to expand our vision in terms of designs, target audience and affordability. What started with the creation of a couple of colorful beaded necklaces led to a brand that offers a diversity of styles and materials for young consumers who do not want to spend a fortune on a piece of jewelry. This is the reason many of our customers are purchasing Marlay pieces as a gift or holiday souvenir.”
Marlay offers three collections, with an average retail price of €45 (US$48). Its Ibiza range features colorful pieces featuring pearls and beads. Matching necklaces and bracelets and ‘mix-and-match’ options head this youthful and playful offer.
In contrast, Urban presents heavier, more edgy styles with big links, chunky chains, curb chain elements and layering pieces. The texture and haptic of metal, as well as gold and silver colors are key.
Aptly named, Cruise has a maritime theme, combining shells, pearls and sea stars with heart and sun details. Marlay also offers sets for the inflight channel, some of which are exclusive to travel retail.
Marlay was presented in Cannes after a year of extensive development which included new display and updated print and video marketing materials and a product magazine. “It was definitely an eye-catcher and sparked a lot of interest,” says Brand & Communications Manager Hannah Lindig.
She says representatives of Munich Airport were “so surprised and happy about the new look, that they offered to add it to their shop-in-shop assortment on the spot."
Discussions based on a shop-in-shop concept are ongoing with Gebr. Heinemann and other leading travel retailers. Marlay has already secured inflight listings with a diverse portfolio of international airlines, such as Condor, TUI, AUA, Vueling, Norwegian, and Kenya.
“Our aim with Haus of Dietrich was to produce less, but in better quality, underlining our commitment to a sustainable future,” Lindig adds. “That of course is continuing with Marlay as we manufacture 100% of our packaging right here in Europe. The response to Marlay has been exceptional and we are excited to be expanding our market presence.”