CMJ signs up Lucet Mundi and seeks to help build brand
November 20, 2011 – Shamballa bracelet brand Lucet Mundi is the newest supplier to join The Company of Master Jewellers (CMJ).
“There are many shamballa bracelet suppliers in the UK at the moment, but what has impressed me in my talks with Lucet Mundi is that this company is only looking to work with retail jewellers,” said the CMJ’s chief executive Willie Hamilton. “Lucet Mundi’s strategy is to work closely with its retail partners and the CMJ can provide the right environment to do this.”
Willie Hamilton continued: “The shamballa phenomenon will bring any distributor the same problems that the bead phenomenon brought a few years ago. Firstly, they need to build a brand because at the moment the distributors of shamballa bracelets have a product, but there is no established brand name yet.
“Identifying the right independents to work with and ensuring they are serviced correctly will be the second requirement. And thirdly, the invoicing and payment disciplines that will make or break any brand building initiative need to be in place.”
