Invest Northern Ireland is helping Cookstown business Moon Products Ltd target the lucrative UK and Irish retail jewellery markets.
Moon is investing almost £160,000, backed by around £45,000 from Invest NI, to implement a major marketing campaign that will enable it to promote its high-end designer jewellery to potential customers and retail buyers through advertising and attendance at major trade shows.
Invest NI previously awarded Moon an Innovation Voucher worth £4,000 which enabled the company to access artistic expertise in the University of Ulster. This helped Moon refine and develop the jewellery range and produce technical drawings for volume manufacture.
Free expert design advice from Invest NI also helped Moon create eye-catching graphics for use on packaging, point-of-sale branding and trade brochures.
Mary Gormley, Invest NI’s Western Regional Office Manager, says: “Moon has identified an opportunity to supply high quality, contemporary jewellery that is attractive and appeals to an affluent market segment. The company already has a good knowledge of the UK and Irish jewellery markets thanks to its existing wholesale operation, sister company JCI Jewellery. Moon is seeking to build upon this and attract new customers right across the UK and Republic of Ireland.“
Chris Campbell of Moon Products believes the range of support from Invest NI has been invaluable: “We have been working for some time on developing an eye-catching range of contemporary jewellery for the high-end market but had faced some challenges in refining our designs and fabricating the pieces in such a way as to generate a worthwhile, achievable profit margin.
“The Innovation Voucher from Invest NI helped us make the transition from initial design concepts to a final product range that is ready for the market. Invest NI also partnered us with an expert design consultancy that created a brand image that suits both the product and our target audience.
“These activities have formed the bedrock of our latest investment plan, in which we will target both consumers and trade buyers from major retail outlets. We hope this will enable us to penetrate what is a high value sector of the jewellery market.”