BoF: Unlike most offline brands, you launch new collections every week. Why this rhythm?
BAC: I think it’s a really interesting one because fine jewellers, they put their product out for the year and that’s it. But as an online business, we’ve had to run launches differently because we’ve got to keep interest and we’ve got to have people coming back. There is something about giving people newness.
For many people, jewellery purchases are associated with their engagement ring, or anniversary, or birthday. And we want our customers to see jewellery more in line with how they see other fashion items, like a new dress or a new pair of shoes.
BoF: Some say that, more than any other factor, product is the key to a successful e-commerce business. Tell me about the Astley Clarke product. What makes it special?
BAC: Our design handwriting. And our use of noble metals and coloured gemstones. But we are a young brand, so our handwriting is quite soft in the mould still. We have these pillars that run though [our designs] and that are evolving all the time. Collectability and stackability are key elements.