As part of this, it will be offering independent retailers a more focused sales support package that includes contemporary point-of-sale, marketing material and a tailored sales support programme.
Henryka’s new marketing material reflects the brand’s new focus, featuring atmospheric model shots, a range of high-quality packaging and an updated website.
The rebrand will be premiered at the CMJ Trade Event in August before being launched to the wider jewellery trade at the International Jewellery London (IJL) show in September.
The revised product proposition is designed to target customers who appreciate high-quality, original, creative jewellery pieces that celebrate the unique beauty of natural stones.
The new product range has been streamlined, with bespoke and obtainable autumn/winter pieces.
The brand has set itself a target of opening 100 new accounts with independent retailers in the next 12 months.
Anna Emmett, director of Henryka, said: “Henryka offers individually designed, beautifully made jewellery. We are unique and niche and we are proud of it – this repositioning of our brand has helped us to focus on a target market that values natural materials, authentic jewellery and a classic story.”