Standard Search Case Study: FARRA
1 November 2018
Author: The Anton Dell Team
ABOUT THE BRAND
Established in 2010, FARRA was created by designer Donna Liu, an elite designer and artist highly recommended by the Hong Kong Government, where she’s based. Winner of A’ Design award in Italy, she has high aesthetic standards and artistic attainments to ensure the high quality of the products.
FARRA jewellery are elegant, have high quality, affordable, and look good on all types of woman no matter her style, personality or age.
ABOUT THE COLLECTION
Stunning designs combining popular gemstones such as coral, lapis, rose quartz, and natural freshwater pearls offered in very competitive price points. FARRA products are produced fast for an in-season delivery: 3-5 days for new collection design and creation. Each product can be redesigned or revised according customer request and sales feedback.
THE SEARCH PROJECT
The brand has never before worked with agents or distributors but after attending a trade show in New York and receiving very good feedback, the designer decided to take the next step and find an agent that could represent the brand in the country and create a proper structure for her current and future clients – she then hired our services to help her find the best match representation in the region.
We presented the brand to the best contacts on our vast network and engaged with agents that could be a possible good match.
AGENT SEARCH – USA: started in November 2017 looking for representation in the USA and by April 2018 already had already appointed an agent and by July an exclusive showroom as in place. Throughout these five months she was introduced to four very good potential contacts and decided to go with the showroom in NYC.
FARRA is a fast-growing designer brand that exhibits now at 10 US trade shows per year, stocked by 100+ boutiques in the USA alone and has now become one of the jewellery suppliers for Macy's.
After a successful implementation of the search project in USA, in July 2018 the company has requested Anton Dell to conduct a similar search, now in the UK which is currently ongoing.