NAJO Magazine

Issue 01 SILVER IS OUR MEDIUM FOR RICH STORYTELLING stAeUrSlTiRnAgLI#Asʼi1Slver BRAND

WELCOME letter Over three decades, NAJO has grown into Australia’s leading sterling silver design house. We’ve seen a lot of change around us and done plenty of adapting ourselves. The one constant has been women’s desire to wear sophisticated silver jewellery that speaks of worldly confidence and an eye for craftsmanship. In these pages you’ll learn where NAJO has come from, where we’re headed, and what makes us unique. Today, we remain proudly Australian owned and run. It’s been an amazing journey to date, but I couldn’t have done it alone. NAJO has been lucky to have the support of great retailers, some of whom have been with us for more than 20 years. I’ve also had many fantastic staff members and creative contributors who have helped take the business in exciting new directions. We work with the best agents and suppliers overseas, not just in Mexico but around the world, and we have hard-working representatives across Australia and New Zealand sharing our brand message. Looking ahead, we remain firmly committed to our jewellery retailers and bricks-and-mortar store fronts. This is where NAJO began, and where we continue to find opportunity and new areas of growth for our exceptional sterling silver collections. You are our primary link, our eyes and ears, to all the gorgeous people who buy, wear and love our jewellery every day and who use it to help tell their story. Jo Tory – Founder & Managing Director2 NAJO ❘ SINCE 1986

ContributorsGENERAL MANAGER MANAGING DIRECTOR & FOUNDERSusan Francis Jo ToryWith a strong background infashion, comprising buying, agency, As NAJO’s founder and head designer,styling and management positions, Jo is at the heart of every aspect of theSusan has spent the last six years brand. She is hands-on in the designconsolidating her jewellery industry process, regularly visits Mexico to meetexperience while growing the with artisan silversmiths and watchNAJO brand. She takes her 'general our designs come to life. She travelsmanager' title literally, overseeing all extensively around the world sourcingaspects of the business from budgets, the best jewellery suppliers and findingfinance, operations, sales and inspiration for future designs.distribution to office managementand various digital initiatives. CREATIVE DIRECTORPRODUCT DEVELOPER Lyndal FrollanoAnna Morwood An award-winning creative director focused on Australia’s leading fashionA key member of NAJO’s brands, Lyndal has 19 years of experiencesenior design team, Anna has and has seen her work featured in Vogue,been with the brand for 12 Harper’s Bazaar, Marie-Claire, Vogueyears and has been integral Living among other world-class titles. Sheto developing the signature brings her multifaceted skills in layout andNAJO aesthetic over that time. art direction to these pages.Her knowledge of the businessand relationships with our WRITERsuppliers are second to none. Bianca TzatzagosOPERATIONS &PRODUCTION MANAGER A former magazine journalist with more than 16 years of experience, Bianca nowNina Bossi specialises in helping lifestyle brands find their voice. She develops regular, fresh andAnother longstanding member engaging content for the NAJO blog andof our senior team, Nina has applies her wordsmithing skills to manybeen with NAJO for seven years. other aspects of our digital business.She makes light work of theheavy task of stock management SOCIAL MEDIA PHOTOGRAPHERand quality control, overseeingproduction with our suppliers Madeline Johnsonaround the globe. A master at bringing out the best ofPHOTOGRAPHER our brand via Instagram and Facebook, Madeline is a talented photographer whoDieu Tan can otherwise be found styling and shooting at Sydney’s most creative weddings.A thoroughly modern creative,Dieu Tan is a highly regarded MARKETING COORDINATORAustralian photographer, andalso a talented furniture maker Chrissy Soumelidisand bike specialist! Well-knownfor his skill and precision in Chrissy juggles the vast array of marketingphotographing still life objects initiatives at NAJO and is fundamentalsuch as jewellery, Dieu brings to helping the brand grow and flourish ina designer/technician’s eye existing and new markets. Well-travelled,to the task and it shows in the Chrissy has worked in Greece and Dubai andmasterful results. is adept at meeting tight deadlines and the inevitable surprises of the job. AUSTRALIA'S #1 STERLING SILVER BRAND 3

HISTORY our journey THE STREETS OF TAXCO WHERE THE NAJO JOURNEY BEGAN.OurHISTORY TO UNDERSTAND WHO WE ARE, WE NEEDTO UNDERSTAND WHERE WE’VE COME FROM.The NAJO story began in the 1980s Two years later, keen to embark on her when Jo Tory, travelling overseas next adventure, Jo left her beloved Mexico as a young backpacker, met a with a bag of sterling silver jewellery dark-eyed man named Nando designs which she sold in Rome andin Rome. (Spoiler alert: he became the London. Once home, Jo promptly sent off“Na” in NAJO.) Together, they ventured the proceeds from her first waitressingto his homeland, Mexico. “I’d never been job to import more of these handcraftedin that part of the world before, but Mexican treasures.something inside me clicked. I fell inlove with Mexico. It was magic,” recalls Jo. The artisan jewellery was novel toGreat design was everywhere, from brightly Australian customers and well receivedpainted murals on street walls to public at Sydney’s Paddington and Balmainsculptures, decorative folk art and heavily markets. Jo began wholesaling to smallpatterned rugs and textiles. Needless to galleries and stores and from there thesay, she stayed. NAJO brand grew quickly. “One day I stumbled upon the silver Key to the business remained thosetown of Taxco, a couple of hours away from regular visits back to Mexico to watchwhere I was living in Tepoztlán. It was a the jewellery come to life. “I became thehive of silversmithing, filled with small godmother of a boy from one Mexicanindustrious family workshops and the most silversmith family – that’s how close ourbeautiful jewellery I’d ever seen,” she says. relationship became,” explains Jo. “I’d dineJo decided then and there to make jewellery with them in their home, then we’d headher life work. into their workshop and develop exquisite jewellery together.”4 NAJO ❘ SINCE 1986

JO WAS CAPTIVATED WITH MEXICO AND IMMEDIATELY FELL IN LOVE WITH THE PEOPLE, LANGUAGE AND CULTURE. I’D NEVER BEEN IN THAT PART OF THE WORLD BEFORE, BUT SOMETHING INSIDE ME CLICKED. I fell in love with Mexico. IT WAS MAGIC.THE TOWN OFTEPOZTLANWHERE JO LIVEDIN THE 1980'S. AUSTRALIA'S #1 STERLING SILVER BRAND 5

OUR heritage A 30-year LEGACY THREE DECADES IS A SOLID ACHIEVEMENT IN ANY BUSINESS. NAJO MARKED THE MILESTONE BY REFLECTING AND CELEBRATING IN GRAND STYLE. In 2016, NAJO celebrated its 30th year of business as Australia’s leading sterling silver design house. We marked the milestone with a host of events, including our inaugural Design Competition, a spectacular limited- edition Anniversary Collection of six remarkable jewellery pieces, a reunion trip to Mexico, and a memorable, all-out fiesta in Sydney. We also spent time reflecting on the long, rich history of the business and brand. At the heart of its success, says Jo Tory, is consistency. “Over the years, we have built a look that is distinctly NAJO,” she says. “While our biannual, themed, seasonal collections bring freshness, some of our Signature NAJO jewellery designs have been with us for 20 years! That’s testament to our longevity.” Over three decades, NAJO has witnessed, and adapted to, the many fundamental changes in the way Australians shop for jewellery. We’ve watched big global brands enter the local market, seen enormous growth in fashion jewellery and noted how the boundaries have blurred between fine and fashion jewellery.6 NAJO ❘ SINCE 1986

30TH ANNIVERSARYCOLLECTION.POD LOCKET NECKLACE$329; EGG LOCKETNECKLACE $369.AUSTRALIA'S #1 STERLING SILVER BRAND 7

OUR heritage WOMEN ARE LsOtyOlKeINTGHAFTOR outlives trends, WHICH ARE CHANGING FASTER THAN EVER.8 NAJO ❘ SINCE 1986

30TH ANNIVERSARY COLLECTION. PARTY TIMEANNIVERSARY CUFF $999;ANNIVERSARY EARRING $459; OUR 30TH ANNIVERSARY WAS CELEBRATEDANNIVERSARY NECKLACE $589; IN STYLE WITH MARGARITAS AND MARIACHIS.ANNIVERSARY RING $499. TEAM MEMBERS, PEERS AND CUSTOMERS GATHERED TO TOAST OUR ANNIVERSARY. “There is so much more choice now,”says Jo. Not only has e-commerce openeda world of new opportunity to bothcustomers and designers, it has changedthe game for wholesalers and transformedthe retail experience. But quality and brand integrity havebecome more important than ever tocustomers. Australian and New Zealandwomen are more widely travelled than theyused to be. They can shop the world at theclick of a button but that has only madethem even more discerning, on the lookoutfor authentic brands they can trust. Mostimportantly of all they are looking for stylethat outlives trends, which are changingfaster than ever. AUSTRALIA'S #1 STERLING SILVER BRAND 9

OUR heritage OUR CLASSIC NAJ'O BANGLE HAS BEEN IN THE RANGE ALMOST SINCE THE BRANDS BEGINNING. A TRUE TESTAMENT TO OUR TIMELESS DESIGNS.10 NAJO ❘ SINCE 1986

Timeless DESIGN THE OVERARCHING NAJO STYLE IS CLASSIC SIMPLICITY – WITH A TWIST.REFERENCING DIFFERENT DESIGN GENRES GIVES US AN ADDED EDGE. “Jewellery is so personal,” says Jo Tory. “Women want to feel a synergy, a resonance with their choice so that it becomes part of their style story, and not dependent on trends. They want high quality, well- crafted, comfortable jewellery.” To this end, we look to architecture, art, industrial design, fashion, history, travel, culture and of course the unbeatable perfection of nature to inform our most enduring sterling silver jewellery designs. This translates into strong, confident shapes, fluid lines, organic profiles and artful textures in bracelets, bangles, pendants, earrings and rings.AUSTRALIA'S #1 STERLING SILVER BRAND 11

OUR inspiration MEXICAN INSPIRATION: LUIS BARAGAN, ARCHITECT CASA GILARDY, MEXICO CITY.InOsUpRiration DANISH INSPIRATION, GEORG JENSEN. FROM MEXICAN ARCHITECTS TO DANISH DESIGN, WE DRAW OUR INSPIRATION FROM ALL OVER THE WORLD. 1.The essence of NAJO is storytelling: empowering women to tell their story through style. How you choose to adorn yourself, and the jewellery designs you select to wear, express to the world something of who you are and who you want to be. 2.The signature NAJO aesthetic comprises clean, timeless lines and sculptural shapes that defy trends and share traits with Danish modernism. “Legendary Danish jeweller Georg Jensen has been the most formative influence on my designs and the master silversmiths of Mexico have been my inspiration,” says NAJO’s Jo Tory. 3.Our premium collection of Mexican sterling silver jewellery is still handcrafted in the workshops of Taxco, southwest of12 NAJO ❘ SINCE 1986

SYMBOLIC INSPIRATION: STEILNESET MEMORIAL, NORWAY PETER ZUMTHOR, ARCHITECT IN COLLABORATION WITH LOUISE BOURGEOIS, SCULPTOR.ARCHITECTURAL Mexico City. There’s something a little magicalINSPIRATION: about knowing these artisan traditionsSAINT BENEDICT and techniques have hardly changed overCHAPEL, generations, and that, even today, NAJO’sSWITZERLAND made-in-Mexico jewellery continues to preservePETER ZUMTHOR, the noble legacy of Taxco silversmiths.ARCHITECT. 4. Minimalism is at the heart of good design: the confidence to understate rather than overdo, and the innate desire for quality over quantity. These are attributes we apply to all our NAJO jewellery designs, and the results are sophisticated pieces with broad, enduring appeal. 5.Staying in sync with fashion and being relevant to new audiences is essential. While we will always adhere to our core design ethos, we also continually experiment with trends, reference different design genres, and play with new ideas to keep our seasonal collections relevant, up-to-date and exciting. AUSTRALIA'S #1 STERLING SILVER BRAND 13

CREATIVE processgAWANNlEoDDTbRgOeABaVSMlEElELeRErwVTyIINNiGdGEXeTWHHlIIyTBEHIAWTSmNO, DARaDLRkDMEe’GISRrUMIsNLO,AGASRTNTLTAYEsTtNAUyDRRlIONiAsULGhNwTDWRoATOnHDMEEdEFeNAr. IsRS JO AND THE DESIGN TEAM BRAINSTORM IDEAS, GATHER INSPIRATION AND DISCUSS MATERIALS.14 NAJO ❘ SINCE 1986

cFornomceptionTO CREATION TRACING OUR JEWELLERYPROCESS FROM START TO FINISH.INSPIRATION PRODUCTION BEGINSEVERYWHERE We work closely with our suppliers andOur design team, led by Jo Tory, watches makers all over the world to help bringtrends in fashion and movements in the dimension to our designs via a host ofmarketplace to ensure every new NAJO jewellery techniques, from the very traditionalcreation is both relevant and ahead of the to the latest technologies. Samples are madecurve. We travel widely and regularly around in high quality sterling silver, often with thethe globe meeting with makers, attending addition of semiprecious gems and high-trade fairs and gallery exhibits, admiring quality gold plate.natural wonders and observing the world’smost stylish women. FROM SAMPLES TO STORIESTO THE DRAWINGBOARD All our jewellery samples are scrutinised for quality, wearability and manufacture, and thisBack in Australia, the design process begins, high level of control continues throughoutset within that season’s key theme. Stone production. We work with outstanding localshapes, colours and materials forge ideas. photographers, models and stylists to bringStyles are drawn up and specs (material, every piece to life and tell stories that engagedimensions, weight, shape) are determined and delight our customers, in turn inspiringbased on comfort and aesthetics. them to tell their own style stories. AUSTRALIA'S #1 STERLING SILVER BRAND 15

SILVERSMITH interviewMeSeitlvOerusrmith, FROM LEFT VORTEXSEÑOR MELESIO BRACELET $789 PLUMED SERPENT BRACELET $899.THINK THEY DON’T MAKE THINGS LIKE THEY USED TO? THINK AGAIN. THE AGE-OLD TRADITION OF SILVERSMITHING IS ALIVE IN MEXICO.Did you know that it takes a “I left school in my third year of master silversmith – even primary at the age of eight to look after one with a whopping 68 goats,” remembers Señor Melesio. years of experience – a But then in 1948, at the age of 16, he was full three days of detailed, given the chance to learn the silversmithskilled labour to produce a necklace as trade at one of the “grand workshops”show stopping and intricate as our in town, Margot’s.Abanico Necklace? Margot van Voorhies Carr was an The master in question is 84-year-old important figure in the history of MexicanSeñor Melesio Rodriguez, who has been silver design, and her workshop back inworking from the same small silversmith its heyday had more than 280 workingworkshop in Taxco, Mexico every day for silversmiths. Other grand workshops ofthe past 40 years. the time were Los Castillo, Taller de las Delicias (established by William Spratling, NAJO founder Jo Tory sat down with widely regarded as the father of MexicanSeñor Melesio during her visit to his silver) and Antonio Pineda. Together,workshop recently, to better understand these workshops employed thousands ofhow much Taxco and the silver industry silversmiths in the town of Taxco.has changed in his lifetime.16 NAJO ❘ SINCE 1986

ABANICONECKLACE $1699ABANICOEARRING $199.I LEFT schoolIN MY THIRDYEAR OFPRIMARY AT THEAGE OF eightTO LOOK AFTERgoats. It was in this bustling, competitive changes to the vibrant industry town.environment that Señor Melesio grew up It was around this time that Señorand developed his craft. But towards the Melesio moved to the workshop whereend of his 28 years at Margot’s, he began he remains today.to see silversmiths break away from thesegrand workshops and establish their own Ever humble, Señor Melesio is quick toindependent outlets in their homes. point out that he never studied design,“A lot of kids learned how to make silver and yet his mastery of, and dedication to,jewellery,” he recalls. “Consequently, there his craft is nothing short of extraordinary.was not the same control over quality.” One example is his repoussé work, a complicated and laborious silversmithing The early 1970s saw the decline of the technique that is found in NAJO’sgrand workshops, along with many other Abanico Necklace. AUSTRALIA'S #1 STERLING SILVER BRAND 17

OUR dna FROM TOP: MERCURY NECKLACE $169.00; STRUDEL HOOP $139.00; SOPHISTICATE BANGLE $529.00; SOMERSAULT RING $139.00; MALI EARRING (YELLOW) $139.00; TRANQUILA STUD EARRING $99.00.18 NAJO ❘ SINCE 1986

NTAHEJO DNA DISTILLED TO ITS ESSENCE, THE NAJO AESTHETIC IS UNMISTAKEABLE AND INSTANTLY RECOGNISABLE.   At its heart, our aesthetic hasn’t really changed over 30 years. It pairs two disparate influences: very clean, sculptural Danish design, and the elaborate flourish of the Mexican silversmiths and their traditional jewellery-making. Together, they create a core look that is signature NAJO. Timeless, sophisticated sterling silver jewellery pieces imbued with the spirit of Mexico. There is no place for trends here. Think fluid lines and bold shapes. Exceptional craftsmanship, quality materials and reverence for artisanal traditions. Along with highly polished sterling silver, our oxidised silver and two-tone pieces are characteristic of our Signature range. Bangles and cuffs in uncomplicated shapes, chunky link bracelets and finer bead bracelets, sleek teardrop earrings, understated studs, simple pendants and artful, wide-profile rings in organic shapes. Beautifully, timelessly NAJO.AUSTRALIA'S #1 STERLING SILVER BRAND 19

OUR collections 2TONE SILVER, EL SOL COLLECTION FROM LEFT: SHINE RINGS $89; LET'S CELEBRATE CHOKER $249; TRI-BALL EARRING $199; LET'S CELEBRATE CUFF $149; LET'S CELEBTRATE RING $129; SHINE BANGLES $149.COoUllRectionsOUR ANSWER TO THE DYNAMIC NATUREOF FASHION, NAJO’S COLLECTIONS ARE SEASONAL, INSPIRED AND EVOLVING.Along with our core ranges In contrast, our Signature collection is the of classics and enduring ultimate embodiment of the NAJO aesthetic. favourites, NAJO releases It comprises our most iconic sterling silver two limited-edition seasonal bangles and cuffs, earrings, necklaces and jewellery collections each rings, some of which have been in the NAJOyear. It’s our answer to the fluctuations and arsenal for more than 20 years. Inventoryfun of fashion. Inspiration is often drawn is closely monitored to maintain constantfrom nature, sometimes from art and culture, stock levels of our best-sellers and our mostand always with an eye to Mexico. popular, enduring designs. We are proudJust like catwalk fashion shows, our to offer a 24-hour turnaround on orders ofseasonal collections are focused around one in-stock jewellery.central theme. Each is given a romantic, All our collections boast a broad spectrumSpanish name as a nod to our Mexican of price points and generous margins forheritage. Our La Tierra collection, for retailers. Whether looking for cutting-edgeexample, was inspired by the raw, rich, fashion or classic elegance, a future familyrustic beauty of the earth. The La Luna heirloom or a thoughtful gift from as littlerange, meanwhile, drew its design cues from as $49, there truly is jewellery to suit everythe magic of the moon. customer in each range.20 NAJO ❘ SINCE 1986

BOLD SILVER HIGHLIGHTS- LA TIERRACOLLECTION. FROM OURFROM LEFT: MEGACUFF $599; 'O' SIGNATUREPENDANT $149 COLLECTIONPROTECTOR NECKLACE$149; LARGE LENTIL ICONIC SIGNATURENECKLACE $279. PIECES AT THE CORE OF OUR DNA. THE NAJ ‘O’ BANGLE Handcrafted in Mexico by artisan silversmiths, this extraordinary bangle has been a centrepiece of the NAJO collection almost since the brand’s inception. Its highly polished sculptural curves are at once understated and inspired; its longevity is a shining testament to the power of great design. NAJ'O BANGLE $519 THE CATWALK NECKLACE At the end of a generous length of soft black gamuza cord hangs a large tear- shaped loop of gleaming sterling silver. A decade since it was first introduced, this signature pendant remains an enduring favourite, a statement in relaxed contemporary style for confident women everywhere.RIPPLED SILVER, CATWALKLA LUNA NECKLACE $139COLLECTION.FROM LEFT:PALO BANGLE$299; SUMMERBREEZE RING$139; CITY LIGHTSNECKLACE $ 699;SOPHISTICATEBANGLE $529;SUMMER BREEZECUFF $369;TEARDROP TWISTEARRING $149. AUSTRALIA'S #1 STERLING SILVER BRAND 21

BEST sellersMY SILENT TEARS THE HI- LIFEEARRING $69. NECKLACE $89.TopTEN OUR BESTSELLING STERLING SILVERJEWELLERY IS EMBLEMATIC OF THE SIGNATURE NAJO STYLE: FLUID LINES, CLASSIC DESIGNS AND THE FEMININE BLUSH OF TWO-TONE. YOU'RE MY LOVE SHAYLA EARRING KNOT BANGLE $129. (ROSE) $139.22 NAJO ❘ SINCE 1986

LET'S CELEBRATE CUFF $149.ROSY GLOWNECKLACE $79.JEZEBEL CAROLINABRACELET $129. RING $129. ROSY GLOW RAVISHING EARRING $69. RINGLETS EARRING $99. AUSTRALIA'S #1 STERLING SILVER BRAND 23

OUR jewellery ROSE GOLD ELEGANCE FROM LEFT: TUSK NECKLACE(ROSE) $179, TUSK EARRINGS $139, VICTOR RING $79, VICTOR RING (ROSE) $89, BLITZ BRACELET $119,TUSK EARRINGS (ROSE) $149. MSeILeVtEGR old WE MIGHT BE ALL ABOUT RADIANT STERLING SILVER AT NAJO, BUT GOLD PLAYS AN IMPORTANT SUPPORTING ROLE IN OUR CORE AESTHETIC. NAJO has always played with matchmaker between your existing and two-tone designs, following new, vintage and designer, gold, rose gold the different waves of fashion and silver collections of jewellery. over the decades. Whether it’s the blush of rose gold against NAJO gold-plated jewellery is usually silver’s clean brightness, or basking in the 18-carat and 2 microns of thickness, making warmth of sunny yellow gold against bold it substantial, luxe and precious yet still blue lapis and silver, we’ve been mixing great value. We have taken an artist’s metals almost since our brand’s inception approach to our superb sterling silver, 30 years ago. adding painterly vibrancy with precious 18-carat yellow and rose gold accents Why? The combining of colours offers the on delicate necklaces, statement rings, best of both worlds and lends itself perfectly intertwined bangles, luxe hoops, drops to layering. Two-tone pieces can act as and feminine bracelets.24 NAJO ❘ SINCE 1986

mWmEie'xVtEainBlsgEENEVER SINCEOUR BRAND'SINCEPTION30 years AGO. TWO TONE STYLE FROM TOP: MALI EARRING (YELLOW) $139, SHAYLA EARRING (ROSE) $139.AUSTRALIA'S #1 STERLING SILVER BRAND 25

OUR jewellery GEO CHIC FROM LEFT: THE HEX STUD EARRING $79, GEOROC STUD EARRING $79, DOT STUD EARRING $39.26 NAJO ❘ SINCE 1986

SOL LEWITT (1928-2007) RELIEF WITH GEOMETRIC FIGURES, 1989, GEMEENTEMUSEUM DEN HAAG.TSHhEape of THINGS to ComeOFTEN OUR DESIGN INSPIRATION COMES FROMMOTHER NATURE. BUT SOMETIMES IT COMESFROM A TOTALLY DIFFERENT PLANE.Maybe it’s a case of fashion taking its cues from design adorning the outside of the GEM Museum and art, but graphic for Contemporary Art building in The geometric jewellery styles Hague, Netherlands. These five flat-yet- dimensional shapes are as notable for theare hotter than ever right areas they enclose as for the spaces theynow. Often, jewellery design inspiration is leave unfilled.drawn straight from mother nature: organic, At NAJO, we took this concept and appliedimperfectly perfect and completely original. it to pieces such as our Hex Ring, which looksBut with our latest collection of geometric equally graphic both on and off the fingerpieces we have looked to the work of (even hung on a chain around the neck).pioneering artist Sol LeWitt (1928-2007). By installing his geometric shapes onto theThis year marks the 10th anniversary of outside of a prominent building, LeWitt wasthe death of the Connecticut-born painter communicating one of his strong beliefs thatand sculptor, who is widely regarded as art should be democratic – it should be freelyone of the founders of Conceptual Art and available for everybody to admire.the American Minimal Art movement. At In the same way, when you wear exquisitelythe heart of these artistic movements were designed jewellery you are actively, openlysimplified, geometric forms which blurred sharing a part of your personal story with thethe lines between painting and sculpture. world around you, adding beauty one shapeToday, Sol LeWitt’s ground-breaking at a time. We think that would make Solgeometrical artworks are famously seen LeWitt proud. AUSTRALIA'S #1 STERLING SILVER BRAND 27

IN STORE experience MARKETING GIFT WITH SUPPORT PURCHASE, CORAZON At key retail events throughout the BANGLE calendar year, such as Valentine’s VALUED AT $99. Day, Mother’s Day and Christmas, we develop compelling and exclusive gift-with-purchase promotions to support your store sales. We also offer a 50% advertising rebate to help you promote NAJO in your store. Ask us for details. IMPORTANCE FLUTTER BY OF PACKAGING NIGHT CUFF $789. Your customers don’t just take home a piece of jewellery, they take home a gift, a future heirloom, or a hard-earned treasure. Our signature book box packaging is provided complimentary with every item so you can close each transaction telling the complete NAJO story.28 NAJO ❘ SINCE 1986

THE IN-STORE OUR EXPERIENCE DEMOGRAPHIC One thing we’ve learnt WHO IS THE NAJO from 30 years in business is CUSTOMER? that the accoutrements of retail are vital to the luxury We have retail customers goods experience. To that aged in their twenties, end, we wish to support in their seventies, and our retailers in every all ages in between, mostly from possible way to enhance the Australia and New Zealand but customer experience and also around the globe. They each help tell the NAJO story. find something to love in our designs, from the large variety ofTHE ART price points to the vast spectrumOF DISPLAY of styles, from highly directional, trend-driven pieces from seasonal We offer point-of-sale display collections to the classic, enduring materials and can develop styles of our core collection. customised solutions especially to suit your store’s needs, including MEET OUR CORE complimentary branded neck DEMOGRAPHIC stands, bracelet stands and more, specifically designed to best The Signature NAJO aesthetic showcase our jewellery collections. appeals to women who seek style We can round out the visual theatre beyond fashion. We target a retail and brand experience with tailored customer aged between 30 and 50 decals, light boxes and banners. with a keen aesthetic sensibility, who appreciates art, travel, design and meaningful experiences. Those who love our Signature NAJO look admire minimalism, simplicity and order. Many are attracted to this streamlined approached to self- adornment because it reflects the way they live their lives (perfectly organised drawers, a lack of unnecessary decoration in their homes), but just as many are drawn to the look because their lives are far from ordered and they love the fantasy of a more polished, chic existence! Each piece in our Signature collection is also imbued with the spirit of Mexico, attracting those of us struck with wanderlust or dreaming of the romance of faraway lands. AMARRES BANGLE $169. AUSTRALIA'S #1 STERLING SILVER BRAND 29

SALES teamMeet the NAJO SALES TEAM NSW ACCOUNT MANAGER VIC/SA/TAS ACCOUNT MANAGER Annie Rothenbury Suzy Hargreaves Our New South Wales retailers will all Few can boast the industry knowledge be familiar with the inimitable Annie, of Suzy Hargreaves, who has spent three who has been with NAJO for more than a decades honing her understanding of decade and a part of the jewellery industry jewellery retailing and wholesaling. Suzy for the past 17 years. Annie works with accommodates our customer base in customers throughout NSW, the ACT and Victoria, South Australia, Tasmania and the North Island of New Zealand, travelling New Zealand’s South Island. extensively to ensure the continued support and growth of NAJO throughout these areas. QLD AGENT WA AG E N T– R U N WAY M A R K E T I N G Steve Barrett Meg Dyson Trained as an apprentice in fine jewellery, Steve has remained in the industry ever With more than 25 years of experience in since, accumulating a wealth of knowledge, the fashion industry, Meg brings unbeatable experience and contacts. He now runs knowledge of the WA market and his own agency specialising in premium unparalleled service to her retailers. watch and jewellery brands and travels throughout Queensland looking after our30 NAJO ❘ SINCE 1986 north-eastern retailers.

TESTIMONIALSRetailer TESTIMONIALSOUR STAFF AND CUSTOMERS ARE ALL big fans OF THE BEAUTIFULTIMELESS BRAND NAJO. WE HAVE proudly BEEN STOCKISTS FORAPPROXIMATELY 15 years NOW, AND LOOK FORWARD TO ANOTHERSUCCESSFUL 15 YEARS.KATH PROSZKOWIEC – ENIGMA JEWELLERYWE HAVE BEEN A Najo is our biggest success and strongest range of sterling silver jewellery for ourNajo stockist FOR whole store, not to mention our longest standing silver range.OVER 10 YEARS Selling and stocking Najo has neverAND THEY HAVE disappointed myself or our customers.ALWAYS OFFERED Najo is the strength of the silver jewellery industry and the highestA fantastic range representation of what silver designer jewellery is all about.THAT IS CONTINUALLY Excellent jewellery and a great team XOUPDATED TO STAY MELANIE HANCOCK – DIAMONDSAT THE market PLUS LISMOREforefront. PRODUCT NAJO HAS BEEN AN IMPORTANT PART OFIS BACKED UP BY OUR BUSINESS, BOTH IN success AND IN style,superb AFTER SALES FOR MANY YEARS. THE SILVERSHOP IDENTITYSERVICE, NOTHING HAS BECOME CLOSELY ALIGNED TO THE NAJOIS EVER TOO MUCHTROUBLE. AESTHETIC AND THERE IS A synergy TO OURPAULL SCUDDS – CLASS A RELATIONSHIP. WE SEE FADS COME AND GO, BUT ONE constant is Najo design. THAT IS TESTAMENT TO THE NAJO APPROACH. COLIN DESBROW - SILVERSHOP\"We have stocked Najo jewellery in our store for over 10 years.We initially bought it because of the elegant designs and saleabilityin our market.But not only do Najo have beautifully produced silver jewellery, theservice we receive has to be one of the best experiences.Everyone in the team is very proactive and responsive. It is apleasure doing business with Najo.\"KATHLEEN BEARD – JEWEL NZ AUSTRALIA'S #1 STERLING SILVER BRAND 31

BLOGGER interview NAJO IN REAL LIFE@laurenvickers WE CAUGHT UP WITH A COUPLE OF OUR FAVOURITE FA S H I O N A B L E SYDNEYSIDERS TO LEARN MORE ABOUT THEIR STYLE STORIES AND SEE HOW THEY LOVE TO WEAR THEIR FAVOURITE STERLING SILVER J E W E L L E R Y. Lauren Vickers, Sydney model & fashion blogger (@laurenkvickers) HOW WOULD YOU DESCRIBE styling tricks. I can go from beach bum, YOUR PERSONAL STYLE? rev head or gym bunny to full glam in about 15 minutes because I know my I’m not a big flashy brand wearer, but I classic wardrobe, jewellery and makeup like elegant pieces, great tailoring and pieces so well. minimalistic designs that flatter and keep it simple. I can go through phases of beach WHAT’S THE ONE PIECE OF boho, sport luxe or glam but it all usually JEWELLERY YOU’D FEEL comes back to great silhouettes and quality NAKED WITHOUT? fabrics. I don’t mind spending more on a great jacket or pair of jeans which I know Usually a bracelet. I always like to wear will become a wardrobe staple that I will at least two pieces – either earrings and a wear for years to come. bracelet or a necklace and a bracelet. WHAT’S ONE SURPRISING THE NAJO BRAND IS THING YOU’VE LEARNT SPIRITUALLY, AESTHETICALLY, ABOUT YOUR OWN STYLE VIA HISTORICALLY TIED TO INSTAGRAM? MEXICO. IF YOU HAD TO PICK A COUNTRY THAT WAS LIKE That I’m a chameleon. I’ve been in the YOUR “SPIRIT ANIMAL”,WHICH fashion industry for a long time, so although WOULD IT BE? my personal style has always remained pretty classic, I love the chameleon effect Anywhere with an island life or gypsy you can have with some simple makeup and vibe. I love the Bahamas, Mexico, Jamaica,32 NAJO ❘ SINCE 1986

@laurenvickers @hudsonandharper @laurenvickers Kristen, Queensland blogger (@hudsonandharper)Indonesia and the Philippines. The heat, thebeauty of the daily slowness and appreciation QUEENSLAND-BASED FASHION BLOGGERfor nature really speaks to me. KRISTEN IS A WHIZ AT MAKING EVERYDAYWHAT DO YOU LOVE ABOUT FASHION INSPIRING AND FUN.NAJO JEWELLERY? WHAT’S ONE THING YOU MUST HAVE A HUGEI love the smooth designs and small details YOU’VE LEARNT ABOUT ACCESSORIES COLLECTION!in the classic pieces. The mix of the hardware YOUR PERSONAL STYLE WHAT’S YOUR TIP FORwith natural elements like labradorite makes a RECENTLY THAT KEEPING JEWELLERY INbeautiful contrast. My favourites are my silver SURPRISED YOU? ORDER – OR NOT?hoop earrings and the Wanderer Cuff that goeswith absolutely everything. The Hex bracelet I am very much one to not step out I am very much one for order, I amand ring are also great stacking pieces. of my comfort zone when it comes quite OCD. I keep my jewellery in its to fashion and, of late, I have been original boxes in a larger plastic box inWHAT’S YOUR FAVOURITE experimenting more with different my wardrobe.WAY TO WEAR SILVER styles, colours and prints that I wouldJEWELLERY – DRESSED not normally choose. It is such a WHAT’S THE ONE PIECE OFDOWN OR DRESSED UP? great feeling to try something totally JEWELLERY YOU’D FEEL different, especially when it works NAKED WITHOUT ?Gypsy hoops and bangles add a special touch for me!to an outfit whether they’re dressed up or It has to be my wedding rings, I neverdown. You can rock them with a sundress for take them off!the day and then just belt it and add heels anda red lip for the night. THE NAJO BRANDTwo-tone is great for mixing elements and IS SPIRITUALLY,colours of other pieces without clashing. I have AESTHETICALLY,never been able to stick to one metal – I always HISTORICALLY TIED TOfluctuate with silver and rose gold. MEXICO. IF YOU HAD TO PICK A COUNTRY THAT WAS LIKE YOUR “SPIRIT ANIMAL”, WHICH WOULD IT BE? This is such a fun question, I have never thought about it. After thinking, it would be Dubai because I love the finer AUSTRALIA'S #1 STERLING SILVER BRAND

BLOGGER interview@hudsonandharperContinued...@hudsonandharper @inspiringwitthings in life and love to surround myself Janelle Witty, fashion bloggerwith beautiful things. I enjoy the comforts of (@inspiringwit)a superbly decorated home and clean livingspace. I am an urban dweller, and really PERTH-BASED FASHION BLOGGER AND SELF-appreciate urban architecture. PROFESSED FRANCOPHILE JENELLE WITTY IS WIDELY ADMIRED FOR HER RELAXED STYLE THATHOW WOULD YOU DESCRIBE EFFORTLESSLY MIXES HIGH AND LOW FASHIONNAJO STERLING SILVER PIECES FOR PARISIAN-INSPIRED CHIC WITH A ROCK-JEWELLERY IN THREE WORDS? AND-ROLL EDGE.Exquisite, feminine, playful. WHAT’S ONE THING YOU’VE YOU MUST HAVE A HUGEWHAT’S YOUR STERLING LEARNT ABOUT YOUR ACCESSORIES COLLECTION!SILVER JEWELLERY STYLE PERSONAL STYLE RECENTLY WHAT’S YOUR TIP FORPREFERENCE? THAT SURPRISED YOU OR KEEPING JEWELLERY IN MIGHT SURPRISE YOUR ORDER – OR NOT?I mix it up – sometimes I love the barely FOLLOWERS?there look and other times I love the less-is- I don’t really, to be honest. I have roughlymore look and having a big statement piece. I have been unexpectedly drawn to some four necklaces, three pairs of earrings, on-trend pieces. For example, ruffles are three rings and admittedly a lot of bangles.WHAT’S YOUR FAVOURITE typically a pretty feminine detail, which I keep them in the velvet pouches that theyWAY TO WEAR SILVER can feel too much for my usual slightly came in, so they don’t tarnish.JEWELLERY – DRESSED androgynous style, but I have foundDOWN OR DRESSED UP? myself embracing them. Never say never! WHAT’S THE ONE PIECE OF JEWELLERY YOU’D FEELI love KISS (Keep It Simple Style), so I verymuch dress down jewellery by wearing it BLOGGER'S FAV PICKSwith my everyday wear.FINALLY,WHAT IS YOURFAVOURITE NAJO PIECE ANDHOW WOULD YOU WEAR IT?Oh wow, this was super tricky because ILOVE so many pieces. One I absolutelyadore is the Desert Dreamer Ring, such afeminine and exquisite ring. I would wearthis ring on my middle finger on my righthand. I love a statement ring and in thiscase “KISS” applies for me. This ring mixeswith so many outfits too, even the one I amwearing on this cool rainy day (my star knitwith my stripe jogger pants).34 NAJO ❘ SINCE 1986

NAKED WITHOUT? @inspiringwitI go through phases. If I am working at @inspiringwithome I won’t have anything on, but I tend toput on a ring or a bangle if I am headed out.At least two pieces make me feel like I havecompleted my look.THE NAJO BRAND ISSPIRITUALLY, AESTHETICALLY,HISTORICALLY TIED TOMEXICO. IF YOU HAD TO PICKA COUNTRY THAT WAS LIKEYOUR “SPIRIT ANIMAL”,WHICHWOULD IT BE?For me it would be France. I felt so at homethere, from the moment I arrived. Growingup in Australia I think the little characterdetails about your body can feel like a flaw,but I learned in France that those details arethe most beautiful things about a person. Ittaught me that it was okay to embrace myquirks and to love them.HOW WOULD YOU DESCRIBENAJO STERLING SILVERJEWELLERY IN THREE WORDS?Timeless, elegant, personal.WHAT’S YOUR STERLINGSILVER JEWELLERY STYLEPREFERENCE?As with a lot of my aesthetic, I love piecesthat are slightly masculine and minimal.WHAT’S YOUR FAVOURITEWAY TO WEAR SILVERJEWELLERY – DRESSEDDOWN OR DRESSED UP?Dressed down, I feel like adding thoseflashes of silver are the key to taking anoff-duty, casual look and making it feelpolished. I don’t tend to feel as comfortablebeing very dressed up. An element of theundone is good for me.FINALLY,WHAT IS YOURFAVOURITE NAJO PIECE ANDHOW WOULD YOU WEAR IT?I love the For-The-Future Cuff. It is the mostelegant and modest stand-out piece. I firstwore it in Paris, so it has remained a piecethat reminds me of spending quiet morningsin the Jardin du Palais Royal. AUSTRALIA'S #1 STERLING SILVER BRAND 35

SOCIAL mediaGet social: IT’S AVISUAL WORLD WHETHER IT’S ON FACEBOOK, INSTAGRAM OR THE NEXT BIG THING, WE KNOW IT PAYS TO BE WHERE YOUR CUSTOMERS ARE. #najojewellery As designer, maker, trendsetter and36 NAJO ❘ SINCE 1986 storyteller, NAJO knows the importance of constantly evolving, of placing ourselves in our customers’ eye line, of being relevant, dynamic, agile. Social media is the perfect, highly visual vehicle to complement our brand strategy: helping women express their personal style story. It is a thoroughly integrated aspect of our overall marketing plan. We invest significantly in Instagram and Facebook with compelling photography and content, exciting competitions and innovative activations to promote engagement and user- generated content.

WHETHER IT’SON FACEBOOK,INSTAGRAM OR THENEXT BIG THING,WE KNOW IT PAYSTO BE WHERE YOURCUSTOMERS ARE. AUSTRALIA'S #1 STERLING SILVER BRAND 37

SOCIAL media WE LOVE HOW WE WORK CLOSELY WITH MORE SOCIAL MEDIA HELPS WOMEN THAN 100 key INFLUENCERS, EXPRESS AND INCLUDING MANY high- SHARE THEIR profile AUSTRALIAN FASHION PERSONAL STYLE STORIES WITH INDUSTRY NAMES. THE WORLD.38 NAJO ❘ SINCE 1986

SETTINGTRENDSWe work closely with more than 100 keyinfluencers, including many high-profileAustralian fashion industry names, topromote our jewellery to highly targeted,engaged and receptive new audiences. Through the NAJO blog we are buildinga substantial bank of quality, regularlyupdated content to ensure we remain arelevant, engaging, inspiring authority forour retail and wholesale customers. AUSTRALIA'S #1 STERLING SILVER BRAND 39

CHARITY white ribbon TIME FOR CHANGE SWEATY NECKLACE $49. BETTY PR THE LOWDOWN ON ONE OF OUR FAVOURITE PA R T N E R S .Sweaty Betty PR is Australia’s premier Lifestyle, Beauty and Fashion PR agency. Founded by Roxy Jacenko as a boutique firm in 2004, the agency has evolved rapidly over 13 years to the PR powerhouse it is today. Housed within a spacious and state-of-the-art office in Paddington, Sydney, Sweaty Betty has a 20-strongteam including experienced publicists, social media specialists, in-house graphic designers and copy writers, that look after a portfolio of clientele covering local and international brands.40 NAJO ❘ SINCE 1986

MODEL AND ACTIVIST, OLLIE HENDERSONWhite Ribbon CHARITY PARTNERSHIP NAJO IS PROUD TO this initiative has raised more than $12,000. and women buying the necklace for PARTNER WITH WHITE Additionally, NAJO hopes the necklace’s people they love to further spread the RIBBON AUSTRALIA TO White Ribbon message.” HELP ENGENDER CHANGE design will help to raise awareness of the AROUND THE COUNTRY. White Ribbon movement. “The interlinked Fittingly, NAJO has chosen Australian rings at the heart of the design symbolise model and activist Ollie Henderson to wearWhite Ribbon is a unique Australian men and women coming together the necklace in our accompanying campaign. movement working to stand up, speak out and act to prevent Ollie has drawn international acclaim to end men’s violence men’s violence against women,” says NAJO for her commitment to political activism, against women, and founder Jo Tory. “There’s strength and particularly feminism and women’s rights, to promote gender beauty in unity, which is expressed in this via her Ted Talk and her House of Riotequality, healthy relationships and a new exclusive design. We want to see both men clothing and accessories.vision of masculinity. To support this deeply important cause,NAJO created its ‘Time for Change’ necklacein gorgeous sterling silver, with all proceedsfrom its sale going to White Ribbon. Already, AUSTRALIA'S #1 STERLING SILVER BRAND 41

LOOKING aheadNAJO IN THE FUTURE What does the future of NAJO look like? Along with innovation and growth in other areas of the business, we look forward to strengthening our core retailer partnerships and solid relationships with bricks-and-mortar stores. These are the lifeblood of our business and we take them very seriously. We’re committed to keeping you in good supply of high-quality sterling silver jewellery in both our signature, classic NAJO aesthetic and our constantly evolving on-trend styles and seasonal collections. Our decades of expertise make us well-placed to provide retail support at every level beyond supply, including merchandising, packaging, marketing and after-sales service. 42 NAJO ❘ SINCE 1986

AUSTRALIA'S #1 STERLING SILVER BRAND 43

[email protected] T +612 9415 6663 NAJO.COM.AU FOLLOW US