Simply Stainless Steel
In a jewellery market dominated by precious metals, the place of stainless steel is often overlooked. But it is often the small, independent jewellers who take the base metals and realise their full potential. The Jewellery Queen is one such business, located in Melbourne Victoria.
The Jewellery Queen is a contemporary gold, silver and stainless steel online boutique. Jeanette conceived The Jewellery Queen in 2007 and started retailing in Wonthaggi, Victoria and moved to an online shop in 2016.
The business began by selling the Pepper range, a small range of fashion stainless steel jewellery designed by Jeanette and manufactured in Thailand. The stainless-steel pieces started with twenty-five designs and quickly grew to fifty-seven unique stainless-steel pieces all designed by Jeanette.
The Attraction and Marketability of Stainless Steel
The Jewellery Queen invested in stainless steel because it has a good price point, it’s durable, it’s of very good quality and it can be fashioned into a myriad of designs. Most of The Jewellery Queens’ stainless steel comes from Thailand and despite the jewellery industry being dominated by precious metals, Jeanette said stainless steel competes very well.
“It’s trendy and there are things you can do with stainless steel that you probably can’t do with silver,” she said.
“it’s a lot stronger, it works well with leather and it has a different look, compared to precious metal jewellery.”
She said compared to sterling silver, stainless steel wears better over time and the clasps are stronger because it’s not as soft.
“It’s incredibly durable and light-weight, it can get wet and not tarnish.”
Designing Attractive Stainless Steel Jewellery
The jewellery Queen sources from designers in Italy, Germany, the UK, Scandinavia and Thailand. In choosing and designing pieces for sale we look to current trends and look for designs that are robust and comfortable to wear.
When getting inspiration for designs Jeanette said that she looks at things she loves and draws inspiration from such as nature, art, décor, styling and patterns.
What Customers Say
The feedback from customers is always positive because their pieces are different from everywhere else, they’re priced well and always come with outstanding customer service.
“We love our customer feedback, we love customers coming back to us, we love the loyalty that customers provide us with,” Jeanette said.
“People also appreciate that The Jewellery Queen is an Australian business.”
Looking Ahead
Jeanette said due to the changing nature of retail, in the future, that a greater percentage of sales occur online and that is the direction we have taken. We are always seeking out new designs to exercise their creative flair and meet our customer’s needs.