Fashion agents Phoebe and Robert Garland have found success via a diversification into accessories.
The pair, who run a successful fashion agency, identified a gap for jewellery pieces with semi-precious stones under RRP$69.99.
The result is GxG Collection, with a majority of the range priced under $49.99 and earrings receiving the highest demand and sell-through.
Phoebe Garland said the venture came about from understanding the needs of independent boutiques.
“The customer doesn’t just shop on price; we believe she is after value for money and something she loves.
"The semi-precious stones offer the value for money and also quality in the totality of the pieces.
"With earrings there are no fit problems and many retailers have given us feedback that jewellery sales have come to amount to 30% of their business.”
Stones include freshwater pearls, onyx, rose quartz, tigers eye, amethyst, quartz, amazonite, chalcedony and turquoise.
"Jewellery and accessories have become an integral part of the range of many independent boutiques because it’s not subject to so much seasonal discounting, thereby allowing a longer sell through period at retail," Garland said.
"We drop new additions every couple of months to keep it fresh.”
G x G, which also produces necklaces and bags, is also planning to expand into other categories such as scarves.