32 UNIVERSALLY POPULAR A family-run business, CME Jewellery offers an extensive range of non-branded sterling silver and 9ct gold jewellery, with additional lines of amber, marcasite, natural and synthetic stone-set items When did you start up and why? CME is a family-run business that started out with modest roots in 1975 selling beautiful, affordable jewellery from a market stall. This was unusual in the 70’s as most precious metal jewellery was sold in traditional jewellers, behind glass doors and cabinets. The Queen’s Silver Jubilee in 1977 boosted sales when we did roaring trade with commemorative silver ingots which funded our first Cash and Carry wholesale outlet in 1978. What challenges have you overcome since the company’s launch? We all love a brand, but there are many advantages to establishing your own. One of our challenges has been to encourage retailers to buy non-branded goods, even though the profit potential is higher and you can offer a wide range of products that are every bit as appealing as the branded lines. A few years ago, we overhauled our business systems and delivery times, which improved processes tenfold, but it is a challenge to continue to understand the tidal wave of technology that can improve our customer experience. Tell us about your product offering. We offer over 5000 lines with hundreds of new products added annually, showcasing the latest trends whilst also keeping a full stable of traditional, timeless classics. We carry an extensive range of non-branded sterling silver and 9ct gold jewellery, with additional lines of amber, marcasite, natural and synthetic stone-set items, to name a few. You can rely on us to have something fresh, new and exciting on offer, boasting a reputation for being bold, alert and responsive to emerging trends. What are your most popular products? We find earrings are our most popular product and are constantly being reinvented, which, although we sell all types of jewellery, keeps it fresh and exciting. Currently, the fashion appeal is for sculptural designs in high gloss finishes with plenty of eye-catching volume. These designs are fashionforward while still boasting a classic aesthetic. Traditional designs and symbols – hearts, infinity – never go out of fashion and have become even more popular again, to the point of trending! Have any styles taken you by surprise with their popularity? We recently introduced a gorgeous range of single-coloured Cubic Zirconia (CZ) earrings, which sold out in two days! We had anticipated that these would appeal to the more fashion-forward buyer, but they have been universally popular. Multiple ear piercings and ear stacking remain popular across varying age groups. How do you keep your designs fresh and current? Do you follow trends? We do indeed keep a close eye on trends and celebrity activity. We also follow the catwalk and attend trade shows, but we try to ensure that we have a full
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