Issue 01
SILVER IS OUR MEDIUM FOR RICH STORYTELLING
AUSTRALIAʼS
#1
sterling silver BRAND
WELCOME
letter
O
ver three decades, NAJO has grown into Australia’s leading sterling silver design house. We’ve seen a lot of change around us and done plenty of adapting ourselves. The one constant has been women’s desire to wear sophisticated silver jewellery that speaks of worldly confidence and an eye for craftsmanship. In these pages you’ll learn where NAJO has come from, where we’re headed, and what makes us unique. Today, we remain proudly Australian owned and run. It’s been an amazing journey to date, but I couldn’t have done it alone. NAJO has been lucky to have the support of great retailers, some of whom have been with us for more than 20 years. I’ve also had many fantastic staff members and creative contributors who have helped take the business in exciting new directions. We work with the best agents and suppliers overseas, not just in Mexico but around the world, and we have hard-working representatives across Australia and New Zealand sharing our brand message. Looking ahead, we remain firmly committed to our jewellery retailers and bricks-and-mortar store fronts. This is where NAJO began, and where we continue to find opportunity and new areas of growth for our exceptional sterling silver collections. You are our primary link, our eyes and ears, to all the gorgeous people who buy, wear and love our jewellery every day and who use it to help tell their story.
Jo Tory – Founder & Managing Director
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Contributors
M A N AG I N G D I R E C TO R & FOUNDER
Jo Tory G E N E R A L M A N AG E R
Susan Francis
With a strong background in fashion, comprising buying, agency, styling and management positions, Susan has spent the last six years consolidating her jewellery industry experience while growing the NAJO brand. She takes her 'general manager' title literally, overseeing all aspects of the business from budgets, finance, operations, sales and distribution to office management and various digital initiatives.
P R O D U C T D E V E LO P E R
Anna Morwood A key member of NAJO’s senior design team, Anna has been with the brand for 12 years and has been integral to developing the signature NAJO aesthetic over that time. Her knowledge of the business and relationships with our suppliers are second to none.
O P E R AT I O N S & P R O D U C T I O N M A N AG E R
Nina Bossi Another longstanding member of our senior team, Nina has been with NAJO for seven years. She makes light work of the heavy task of stock management and quality control, overseeing production with our suppliers around the globe.
P H OTO G R A P H E R
Dieu Tan A thoroughly modern creative, Dieu Tan is a highly regarded Australian photographer, and also a talented furniture maker and bike specialist! Well-known for his skill and precision in photographing still life objects such as jewellery, Dieu brings a designer/technician’s eye to the task and it shows in the masterful results.
As NAJO’s founder and head designer, Jo is at the heart of every aspect of the brand. She is hands-on in the design process, regularly visits Mexico to meet with artisan silversmiths and watch our designs come to life. She travels extensively around the world sourcing the best jewellery suppliers and finding inspiration for future designs.
C R E AT I V E D I R E C TO R
Lyndal Frollano An award-winning creative director focused on Australia’s leading fashion brands, Lyndal has 19 years of experience and has seen her work featured in Vogue, Harper’s Bazaar, Marie-Claire, Vogue Living among other world-class titles. She brings her multifaceted skills in layout and art direction to these pages.
WRITER
Bianca Tzatzagos A former magazine journalist with more than 16 years of experience, Bianca now specialises in helping lifestyle brands find their voice. She develops regular, fresh and engaging content for the NAJO blog and applies her wordsmithing skills to many other aspects of our digital business.
S O C I A L M E D I A P H OTO G R A P H E R
Madeline Johnson A master at bringing out the best of our brand via Instagram and Facebook, Madeline is a talented photographer who can otherwise be found styling and shooting at Sydney’s most creative weddings.
M A R K E T I N G CO O R D I N ATO R
Chrissy Soumelidis Chrissy juggles the vast array of marketing initiatives at NAJO and is fundamental to helping the brand grow and flourish in existing and new markets. Well-travelled, Chrissy has worked in Greece and Dubai and is adept at meeting tight deadlines and the inevitable surprises of the job.
AUSTRALIA'S #1 STERLING SILVER BRAND
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HISTORY our
journey
THE STREETS OF TAXCO WHERE THE NAJO JOURNEY BEGAN.
OurHISTORY TO UNDERSTAND WHO WE ARE, WE NEED TO UNDERSTAND WHERE WE’VE COME FROM.
T
he NAJO story began in the 1980s when Jo Tory, travelling overseas as a young backpacker, met a dark-eyed man named Nando in Rome. (Spoiler alert: he became the “Na” in NAJO.) Together, they ventured to his homeland, Mexico. “I’d never been in that part of the world before, but something inside me clicked. I fell in love with Mexico. It was magic,” recalls Jo. Great design was everywhere, from brightly painted murals on street walls to public sculptures, decorative folk art and heavily patterned rugs and textiles. Needless to say, she stayed. “One day I stumbled upon the silver town of Taxco, a couple of hours away from where I was living in Tepoztlán. It was a hive of silversmithing, filled with small industrious family workshops and the most beautiful jewellery I’d ever seen,” she says. Jo decided then and there to make jewellery her life work.
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NAJO
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Two years later, keen to embark on her next adventure, Jo left her beloved Mexico with a bag of sterling silver jewellery designs which she sold in Rome and London. Once home, Jo promptly sent off the proceeds from her first waitressing job to import more of these handcrafted Mexican treasures. The artisan jewellery was novel to Australian customers and well received at Sydney’s Paddington and Balmain markets. Jo began wholesaling to small galleries and stores and from there the NAJO brand grew quickly. Key to the business remained those regular visits back to Mexico to watch the jewellery come to life. “I became the godmother of a boy from one Mexican silversmith family – that’s how close our relationship became,” explains Jo. “I’d dine with them in their home, then we’d head into their workshop and develop exquisite jewellery together.”
JO WAS CAPTIVATED WITH MEXICO AND IMMEDIATELY FELL IN LOVE WITH THE PEOPLE, LANGUAGE AND CULTURE.
I’D NEVER BEEN IN THAT PART OF THE WORLD BEFORE, BUT SOMETHING INSIDE ME CLICKED. I fell in love with Mexico. IT WAS MAGIC.
THE TOWN OF TEPOZTLAN WHERE JO LIVED IN THE 1980'S.
AUSTRALIA'S #1 STERLING SILVER BRAND
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OUR
heritage
A 30-year LEGACY
THREE DECADES IS A SOLID ACHIEVEMENT IN ANY BUSINESS. NAJO MARKED THE MILESTONE BY REFLECTING AND CELEBRATING IN GRAND STYLE.
I
n 2016, NAJO celebrated its 30th year of business as Australia’s leading sterling silver design house. We marked the milestone with a host of events, including our inaugural Design Competition, a spectacular limitededition Anniversary Collection of six remarkable jewellery pieces, a reunion trip to Mexico, and a memorable, all-out fiesta in Sydney. We also spent time reflecting on the long, rich history of the business and brand. At the heart of its success, says Jo Tory, is consistency. “Over the years, we have built a look that is distinctly NAJO,” she says. “While our biannual, themed, seasonal collections bring freshness, some of our Signature NAJO jewellery designs have been with us for 20 years! That’s testament to our longevity.” Over three decades, NAJO has witnessed, and adapted to, the many fundamental changes in the way Australians shop for jewellery. We’ve watched big global brands enter the local market, seen enormous growth in fashion jewellery and noted how the boundaries have blurred between fine and fashion jewellery.
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30TH ANNIVERSARY COLLECTION. POD LOCKET NECKLACE $329; EGG LOCKET NECKLACE $369.
AUSTRALIA'S #1 STERLING SILVER BRAND
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OUR
heritage
WOMEN ARE LOOKING FOR THAT
style outlives trends,
WHICH ARE CHANGING FASTER THAN EVER. 8
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PARTY TIME OUR 30TH ANNIVERSARY WAS CELEBRATED IN STYLE WITH MARGARITAS AND MARIACHIS. 30TH ANNIVERSARY COLLECTION. ANNIVERSARY CUFF $999; ANNIVERSARY EARRING $459; ANNIVERSARY NECKLACE $589; ANNIVERSARY RING $499.
TEAM MEMBERS, PEERS AND CUSTOMERS GATHERED TO TOAST OUR ANNIVERSARY.
“There is so much more choice now,” says Jo. Not only has e-commerce opened a world of new opportunity to both customers and designers, it has changed the game for wholesalers and transformed the retail experience. But quality and brand integrity have become more important than ever to customers. Australian and New Zealand women are more widely travelled than they used to be. They can shop the world at the click of a button but that has only made them even more discerning, on the lookout for authentic brands they can trust. Most importantly of all they are looking for style that outlives trends, which are changing faster than ever.
AUSTRALIA'S #1 STERLING SILVER BRAND
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OUR
heritage
OUR CLASSIC NAJ'O BANGLE HAS BEEN IN THE RANGE ALMOST SINCE THE BRANDS BEGINNING. A TRUE TESTAMENT TO OUR TIMELESS DESIGNS.
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Timeless DESIGN
THE OVERARCHING NAJO STYLE IS CLASSIC SIMPLICITY – WITH A TWIST. REFERENCING DIFFERENT DESIGN GENRES GIVES US AN ADDED EDGE.
J
“
ewellery is so personal,” says Jo Tory. “Women want to feel a synergy, a resonance with their choice so that it becomes part of their style story, and not dependent on trends. They want high quality, wellcrafted, comfortable jewellery.” To this end, we look to architecture, art, industrial design, fashion, history, travel, culture and of course the unbeatable perfection of nature to inform our most enduring sterling silver jewellery designs. This translates into strong, confident shapes, fluid lines, organic profiles and artful textures in bracelets, bangles, pendants, earrings and rings.
AUSTRALIA'S #1 STERLING SILVER BRAND
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OUR
inspiration MEXICAN INSPIRATION: LUIS BARAGAN, ARCHITECT CASA GILARDY, MEXICO CITY.
OUR
Inspiration FROM MEXICAN ARCHITECTS TO DANISH DESIGN, WE DRAW OUR INSPIRATION FROM ALL OVER THE WORLD.
1.
The essence of NAJO is storytelling: empowering women to tell their story through style. How you choose to adorn yourself, and the jewellery designs you select to wear, express to the world something of who you are and who you want to be.
2.
The signature NAJO aesthetic comprises clean, timeless lines and sculptural shapes that defy trends and share traits with Danish modernism. “Legendary Danish jeweller Georg Jensen has been the most formative influence on my designs and the master silversmiths of Mexico have been my inspiration,” says NAJO’s Jo Tory.
3.
Our premium collection of Mexican sterling silver jewellery is still handcrafted in the workshops of Taxco, southwest of 12
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DANISH INSPIRATION, GEORG JENSEN.
SYMBOLIC INSPIRATION: STEILNESET MEMORIAL, NORWAY PETER ZUMTHOR, ARCHITECT IN COLLABORATION WITH LOUISE BOURGEOIS, SCULPTOR.
ARCHITECTURAL INSPIRATION: SAINT BENEDICT CHAPEL, SWITZERLAND PETER ZUMTHOR, ARCHITECT.
Mexico City. There’s something a little magical about knowing these artisan traditions and techniques have hardly changed over generations, and that, even today, NAJO’s made-in-Mexico jewellery continues to preserve the noble legacy of Taxco silversmiths.
4.
Minimalism is at the heart of good design: the confidence to understate rather than overdo, and the innate desire for quality over quantity. These are attributes we apply to all our NAJO jewellery designs, and the results are sophisticated pieces with broad, enduring appeal.
5.
Staying in sync with fashion and being relevant to new audiences is essential. While we will always adhere to our core design ethos, we also continually experiment with trends, reference different design genres, and play with new ideas to keep our seasonal collections relevant, up-to-date and exciting.
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CREATIVE
process
widely
WE TRAVEL AND REGULARLY AROUND THE MEETING WITH , ATTENDING TRADE FAIRS AND EXHIBITS, ADMIRING NATURAL AND OBSERVING THE WORLD’S MOST WOMEN.
globe gallery
makers
JO AND THE DESIGN TEAM BRAINSTORM IDEAS, GATHER INSPIRATION AND DISCUSS MATERIALS.
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wonders stylish
From
conception TO CREATION TRACING OUR JEWELLERY PROCESS FROM START TO FINISH.
INSPIRATION EVERYWHERE
Our design team, led by Jo Tory, watches trends in fashion and movements in the marketplace to ensure every new NAJO creation is both relevant and ahead of the curve. We travel widely and regularly around the globe meeting with makers, attending trade fairs and gallery exhibits, admiring natural wonders and observing the world’s most stylish women.
TO THE DRAWING BOARD
Back in Australia, the design process begins, set within that season’s key theme. Stone shapes, colours and materials forge ideas. Styles are drawn up and specs (material, dimensions, weight, shape) are determined based on comfort and aesthetics.
PRODUCTION BEGINS
We work closely with our suppliers and makers all over the world to help bring dimension to our designs via a host of jewellery techniques, from the very traditional to the latest technologies. Samples are made in high quality sterling silver, often with the addition of semiprecious gems and highquality gold plate.
FROM SAMPLES TO STORIES
All our jewellery samples are scrutinised for quality, wearability and manufacture, and this high level of control continues throughout production. We work with outstanding local photographers, models and stylists to bring every piece to life and tell stories that engage and delight our customers, in turn inspiring them to tell their own style stories.
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SILVERSMITH
interview
Meet Our Silversmith,
SEÑOR MELESIO THINK THEY DON’T MAKE THINGS LIKE THEY USED TO? THINK AGAIN. THE AGE-OLD TRADITION OF SILVERSMITHING IS ALIVE IN MEXICO.
D
id you know that it takes a master silversmith – even one with a whopping 68 years of experience – a full three days of detailed, skilled labour to produce a necklace as show stopping and intricate as our Abanico Necklace? The master in question is 84-year-old Señor Melesio Rodriguez, who has been working from the same small silversmith workshop in Taxco, Mexico every day for the past 40 years. NAJO founder Jo Tory sat down with Señor Melesio during her visit to his workshop recently, to better understand how much Taxco and the silver industry has changed in his lifetime.
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“I left school in my third year of primary at the age of eight to look after goats,” remembers Señor Melesio. But then in 1948, at the age of 16, he was given the chance to learn the silversmith trade at one of the “grand workshops” in town, Margot’s. Margot van Voorhies Carr was an important figure in the history of Mexican silver design, and her workshop back in its heyday had more than 280 working silversmiths. Other grand workshops of the time were Los Castillo, Taller de las Delicias (established by William Spratling, widely regarded as the father of Mexican silver) and Antonio Pineda. Together, these workshops employed thousands of silversmiths in the town of Taxco.
FROM LEFT VORTEX BRACELET $789 PLUMED SERPENT BRACELET $899.
ABANICO NECKLACE $1699 ABANICO EARRING $199.
I LEFT
school
IN MY THIRD YEAR OF PRIMARY AT THE AGE OF
eight
TO LOOK AFTER
goats. It was in this bustling, competitive environment that Señor Melesio grew up and developed his craft. But towards the end of his 28 years at Margot’s, he began to see silversmiths break away from these grand workshops and establish their own independent outlets in their homes. “A lot of kids learned how to make silver jewellery,” he recalls. “Consequently, there was not the same control over quality.” The early 1970s saw the decline of the grand workshops, along with many other
changes to the vibrant industry town. It was around this time that Señor Melesio moved to the workshop where he remains today. Ever humble, Señor Melesio is quick to point out that he never studied design, and yet his mastery of, and dedication to, his craft is nothing short of extraordinary. One example is his repoussé work, a complicated and laborious silversmithing technique that is found in NAJO’s Abanico Necklace.
AUSTRALIA'S #1 STERLING SILVER BRAND
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OUR
dna
FROM TOP: MERCURY NECKLACE $169.00; STRUDEL HOOP $139.00; SOPHISTICATE BANGLE $529.00; SOMERSAULT RING $139.00; MALI EARRING (YELLOW) $139.00; TRANQUILA STUD EARRING $99.00.
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THE
NAJO DNA
DISTILLED TO ITS ESSENCE, THE NAJO AESTHETIC IS UNMISTAKEABLE AND INSTANTLY RECOGNISABLE. Â
A
t its heart, our aesthetic hasn’t really changed over 30 years. It pairs two disparate influences: very clean, sculptural Danish design, and the elaborate flourish of the Mexican silversmiths and their traditional jewellery-making. Together, they create a core look that is signature NAJO. Timeless, sophisticated sterling silver jewellery pieces imbued with the spirit of Mexico. There is no place for trends here. Think fluid lines and bold shapes. Exceptional craftsmanship, quality materials and reverence for artisanal traditions. Along with highly polished sterling silver, our oxidised silver and two-tone pieces are characteristic of our Signature range. Bangles and cuffs in uncomplicated shapes, chunky link bracelets and finer bead bracelets, sleek teardrop earrings, understated studs, simple pendants and artful, wide-profile rings in organic shapes. Beautifully, timelessly NAJO.
AUSTRALIA'S #1 STERLING SILVER BRAND
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OUR
collections
2TONE SILVER, EL SOL COLLECTION FROM LEFT: SHINE RINGS $89; LET'S CELEBRATE CHOKER $249; TRI-BALL EARRING $199; LET'S CELEBRATE CUFF $149; LET'S CELEBTRATE RING $129; SHINE BANGLES $149.
OUR
Collections OUR ANSWER TO THE DYNAMIC NATURE OF FASHION, NAJO’S COLLECTIONS ARE SEASONAL, INSPIRED AND EVOLVING.
A
long with our core ranges of classics and enduring favourites, NAJO releases two limited-edition seasonal jewellery collections each year. It’s our answer to the fluctuations and fun of fashion. Inspiration is often drawn from nature, sometimes from art and culture, and always with an eye to Mexico. Just like catwalk fashion shows, our seasonal collections are focused around one central theme. Each is given a romantic, Spanish name as a nod to our Mexican heritage. Our La Tierra collection, for example, was inspired by the raw, rich, rustic beauty of the earth. The La Luna range, meanwhile, drew its design cues from the magic of the moon. 20
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In contrast, our Signature collection is the ultimate embodiment of the NAJO aesthetic. It comprises our most iconic sterling silver bangles and cuffs, earrings, necklaces and rings, some of which have been in the NAJO arsenal for more than 20 years. Inventory is closely monitored to maintain constant stock levels of our best-sellers and our most popular, enduring designs. We are proud to offer a 24-hour turnaround on orders of in-stock jewellery. All our collections boast a broad spectrum of price points and generous margins for retailers. Whether looking for cutting-edge fashion or classic elegance, a future family heirloom or a thoughtful gift from as little as $49, there truly is jewellery to suit every customer in each range.
HIGHLIGHTS FROM OUR
SIGNATURE COLLECTION ICONIC SIGNATURE PIECES AT THE CORE OF OUR DNA. BOLD SILVER - LA TIERRA COLLECTION. FROM LEFT: MEGA CUFF $599; 'O' PENDANT $149 PROTECTOR NECKLACE $149; LARGE LENTIL NECKLACE $279.
THE NAJ ‘O’ BANGLE
Handcrafted in Mexico by artisan silversmiths, this extraordinary bangle has been a centrepiece of the NAJO collection almost since the brand’s inception. Its highly polished sculptural curves are at once understated and inspired; its longevity is a shining testament to the power of great design.
NAJ'O BANGLE $519
THE CATWALK NECKLACE
At the end of a generous length of soft black gamuza cord hangs a large tearshaped loop of gleaming sterling silver. A decade since it was first introduced, this signature pendant remains an enduring favourite, a statement in relaxed contemporary style for confident women everywhere.
RIPPLED SILVER, LA LUNA COLLECTION. FROM LEFT: PALO BANGLE $299; SUMMER BREEZE RING $139; CITY LIGHTS NECKLACE $ 699; SOPHISTICATE BANGLE $529; SUMMER BREEZE CUFF $369; TEARDROP TWIST EARRING $149.
CATWALK NECKLACE $139
AUSTRALIA'S #1 STERLING SILVER BRAND
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BEST sellers
MY SILENT TEARS EARRING $69.
THE HI- LIFE NECKLACE $89.
Top
TEN
OUR BESTSELLING STERLING SILVER JEWELLERY IS EMBLEMATIC OF THE SIGNATURE NAJO STYLE: FLUID LINES, CLASSIC DESIGNS AND THE FEMININE BLUSH OF TWO-TONE.
YOU'RE MY LOVE KNOT BANGLE $129.
SHAYLA EARRING (ROSE) $139.
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LET'S CELEBRATE CUFF $149.
ROSY GLOW NECKLACE $79.
CAROLINA RING $129.
JEZEBEL BRACELET $129.
RAVISHING RINGLETS EARRING $99.
ROSY GLOW EARRING $69.
AUSTRALIA'S #1 STERLING SILVER BRAND
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OUR
jewellery ROSE GOLD ELEGANCE FROM LEFT: TUSK NECKLACE(ROSE) $179, TUSK EARRINGS $139, VICTOR RING $79, VICTOR RING (ROSE) $89, BLITZ BRACELET $119,TUSK EARRINGS (ROSE) $149.
SILVER
Meet Gold WE MIGHT BE ALL ABOUT RADIANT STERLING SILVER AT NAJO, BUT GOLD PLAYS AN IMPORTANT SUPPORTING ROLE IN OUR CORE AESTHETIC.
N
AJO has always played with two-tone designs, following the different waves of fashion over the decades. Whether it’s the blush of rose gold against silver’s clean brightness, or basking in the warmth of sunny yellow gold against bold blue lapis and silver, we’ve been mixing metals almost since our brand’s inception 30 years ago. Why? The combining of colours offers the best of both worlds and lends itself perfectly to layering. Two-tone pieces can act as
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matchmaker between your existing and new, vintage and designer, gold, rose gold and silver collections of jewellery. NAJO gold-plated jewellery is usually 18-carat and 2 microns of thickness, making it substantial, luxe and precious yet still great value. We have taken an artist’s approach to our superb sterling silver, adding painterly vibrancy with precious 18-carat yellow and rose gold accents on delicate necklaces, statement rings, intertwined bangles, luxe hoops, drops and feminine bracelets.
WE'VE BEEN
mixing metals
EVER SINCE OUR BRAND'S INCEPTION
30 years AGO.
TWO TONE STYLE FROM TOP: MALI EARRING (YELLOW) $139, SHAYLA EARRING (ROSE) $139.
AUSTRALIA'S #1 STERLING SILVER BRAND
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OUR
jewellery
GEO CHIC FROM LEFT: THE HEX STUD EARRING $79, GEOROC STUD EARRING $79, DOT STUD EARRING $39.
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SOL LEWITT (1928-2007) RELIEF WITH GEOMETRIC FIGURES, 1989, GEMEENTEMUSEUM DEN HAAG.
THE
Shape of THINGS
to Come
OFTEN OUR DESIGN INSPIRATION COMES FROM MOTHER NATURE. BUT SOMETIMES IT COMES FROM A TOTALLY DIFFERENT PLANE.
M
aybe it’s a case of fashion taking its cues from design and art, but graphic geometric jewellery styles are hotter than ever right now. Often, jewellery design inspiration is drawn straight from mother nature: organic, imperfectly perfect and completely original. But with our latest collection of geometric pieces we have looked to the work of pioneering artist Sol LeWitt (1928-2007). This year marks the 10th anniversary of the death of the Connecticut-born painter and sculptor, who is widely regarded as one of the founders of Conceptual Art and the American Minimal Art movement. At the heart of these artistic movements were simplified, geometric forms which blurred the lines between painting and sculpture. Today, Sol LeWitt’s ground-breaking geometrical artworks are famously seen
adorning the outside of the GEM Museum for Contemporary Art building in The Hague, Netherlands. These five flat-yetdimensional shapes are as notable for the areas they enclose as for the spaces they leave unfilled. At NAJO, we took this concept and applied it to pieces such as our Hex Ring, which looks equally graphic both on and off the finger (even hung on a chain around the neck). By installing his geometric shapes onto the outside of a prominent building, LeWitt was communicating one of his strong beliefs that art should be democratic – it should be freely available for everybody to admire. In the same way, when you wear exquisitely designed jewellery you are actively, openly sharing a part of your personal story with the world around you, adding beauty one shape at a time. We think that would make Sol LeWitt proud.
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IN STORE
experience MARKETING SUPPORT At key retail events throughout the calendar year, such as Valentine’s Day, Mother’s Day and Christmas, we develop compelling and exclusive gift-with-purchase promotions to support your store sales. We also offer a 50% advertising rebate to help you promote NAJO in your store. Ask us for details.
GIFT WITH PURCHASE, CORAZON BANGLE VALUED AT $99.
IMPORTANCE OF PACKAGING Your customers don’t just take home a piece of jewellery, they take home a gift, a future heirloom, or a hard-earned treasure. Our signature book box packaging is provided complimentary with every item so you can close each transaction telling the complete NAJO story.
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FLUTTER BY NIGHT CUFF $789.
OUR DEMOGRAPHIC WHO IS THE NAJO CUSTOMER?
W
THE IN-STORE EXPERIENCE One thing we’ve learnt from 30 years in business is that the accoutrements of retail are vital to the luxury goods experience. To that end, we wish to support our retailers in every possible way to enhance the customer experience and help tell the NAJO story.
THE ART OF DISPLAY We offer point-of-sale display materials and can develop customised solutions especially to suit your store’s needs, including complimentary branded neck stands, bracelet stands and more, specifically designed to best showcase our jewellery collections. We can round out the visual theatre and brand experience with tailored decals, light boxes and banners.
e have retail customers aged in their twenties, in their seventies, and all ages in between, mostly from Australia and New Zealand but also around the globe. They each find something to love in our designs, from the large variety of price points to the vast spectrum of styles, from highly directional, trend-driven pieces from seasonal collections to the classic, enduring styles of our core collection.
MEET OUR CORE DEMOGRAPHIC
The Signature NAJO aesthetic appeals to women who seek style beyond fashion. We target a retail customer aged between 30 and 50 with a keen aesthetic sensibility, who appreciates art, travel, design and meaningful experiences. Those who love our Signature NAJO look admire minimalism, simplicity and order. Many are attracted to this streamlined approached to selfadornment because it reflects the way they live their lives (perfectly organised drawers, a lack of unnecessary decoration in their homes), but just as many are drawn to the look because their lives are far from ordered and they love the fantasy of a more polished, chic existence! Each piece in our Signature collection is also imbued with the spirit of Mexico, attracting those of us struck with wanderlust or dreaming of the romance of faraway lands.
AMARRES BANGLE $169.
AUSTRALIA'S #1 STERLING SILVER BRAND
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SALES
team
Meet the NAJO
SALES TEAM
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N SW ACC O U N T M A N AG E R
V I C /S A / TA S ACCO U N T M A N AG E R
Annie Rothenbury
Suzy Hargreaves
Our New South Wales retailers will all be familiar with the inimitable Annie, who has been with NAJO for more than a decade and a part of the jewellery industry for the past 17 years. Annie works with customers throughout NSW, the ACT and the North Island of New Zealand, travelling extensively to ensure the continued support and growth of NAJO throughout these areas.
Few can boast the industry knowledge of Suzy Hargreaves, who has spent three decades honing her understanding of jewellery retailing and wholesaling. Suzy accommodates our customer base in Victoria, South Australia, Tasmania and New Zealand’s South Island.
WA AG E N T– R U N WAY M A R K E T I N G
Q L D AG E N T
Meg Dyson
Steve Barrett
With more than 25 years of experience in the fashion industry, Meg brings unbeatable knowledge of the WA market and unparalleled service to her retailers.
Trained as an apprentice in fine jewellery, Steve has remained in the industry ever since, accumulating a wealth of knowledge, experience and contacts. He now runs his own agency specialising in premium watch and jewellery brands and travels throughout Queensland looking after our north-eastern retailers.
SINCE 1986
TESTIMONIALS
Retailer
TESTIMONIALS
OUR STAFF AND CUSTOMERS ARE ALL big fans OF THE BEAUTIFUL TIMELESS BRAND NAJO. WE HAVE proudly BEEN STOCKISTS FOR APPROXIMATELY 15 years NOW, AND LOOK FORWARD TO ANOTHER SUCCESSFUL 15 YEARS. KATH PROSZKOWIEC – ENIGMA JEWELLERY
WE HAVE BEEN A Najo stockist FOR OVER 10 YEARS AND THEY HAVE ALWAYS OFFERED A fantastic range THAT IS CONTINUALLY UPDATED TO STAY AT THE market forefront. PRODUCT IS BACKED UP BY superb AFTER SALES SERVICE, NOTHING IS EVER TOO MUCH TROUBLE. PAULL SCUDDS – CLASS A
Najo is our biggest success and strongest range of sterling silver jewellery for our whole store, not to mention our longest standing silver range. Selling and stocking Najo has never disappointed myself or our customers. Najo is the strength of the silver jewellery industry and the highest representation of what silver designer jewellery is all about. Excellent jewellery and a great team XO MELANIE HANCOCK – DIAMONDS PLUS LISMORE
NAJO HAS BEEN AN IMPORTANT PART OF OUR BUSINESS, BOTH IN success AND IN style, FOR MANY YEARS. THE SILVERSHOP IDENTITY HAS BECOME CLOSELY ALIGNED TO THE NAJO AESTHETIC AND THERE IS A synergy TO OUR RELATIONSHIP. WE SEE FADS COME AND GO, BUT ONE constant is Najo design. THAT IS TESTAMENT TO THE NAJO APPROACH. COLIN DESBROW - SILVERSHOP
"We have stocked Najo jewellery in our store for over 10 years. We initially bought it because of the elegant designs and saleability in our market. But not only do Najo have beautifully produced silver jewellery, the service we receive has to be one of the best experiences. Everyone in the team is very proactive and responsive. It is a pleasure doing business with Najo." KATHLEEN BEARD – JEWEL NZ
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BLOGGER
interview
NAJO
IN REAL LIFE WE CAUGHT UP WITH A COUPLE OF OUR FAVOURITE FASHIONABLE SYDNEYSIDERS TO LEARN MORE ABOUT THEIR STYLE STORIES AND SEE HOW THEY LOVE TO WEAR THEIR FAVOURITE STERLING SILVER JEWELLERY.
@laurenvickers Lauren Vickers, Sydney model & fashion blogger (@laurenkvickers) HOW WOULD YOU DESCRIBE YOUR PERSONAL STYLE?
I’m not a big flashy brand wearer, but I like elegant pieces, great tailoring and minimalistic designs that flatter and keep it simple. I can go through phases of beach boho, sport luxe or glam but it all usually comes back to great silhouettes and quality fabrics. I don’t mind spending more on a great jacket or pair of jeans which I know will become a wardrobe staple that I will wear for years to come.
WHAT’S ONE SURPRISING THING YOU’VE LEARNT ABOUT YOUR OWN STYLE VIA INSTAGRAM?
That I’m a chameleon. I’ve been in the fashion industry for a long time, so although my personal style has always remained pretty classic, I love the chameleon effect you can have with some simple makeup and
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styling tricks. I can go from beach bum, rev head or gym bunny to full glam in about 15 minutes because I know my classic wardrobe, jewellery and makeup pieces so well.
WHAT’S THE ONE PIECE OF JEWELLERY YOU’D FEEL NAKED WITHOUT?
Usually a bracelet. I always like to wear at least two pieces – either earrings and a bracelet or a necklace and a bracelet.
THE NAJO BRAND IS SPIRITUALLY, AESTHETICALLY, HISTORICALLY TIED TO MEXICO. IF YOU HAD TO PICK A COUNTRY THAT WAS LIKE YOUR “SPIRIT ANIMAL”, WHICH WOULD IT BE? Anywhere with an island life or gypsy vibe. I love the Bahamas, Mexico, Jamaica,
@laurenvickers @hudsonandharper
Kristen, Queensland blogger (@hudsonandharper)
@laurenvickers
QUEENSLAND-BASED FASHION BLOGGER KRISTEN IS A WHIZ AT MAKING EVERYDAY FASHION INSPIRING AND FUN.
Indonesia and the Philippines. The heat, the beauty of the daily slowness and appreciation for nature really speaks to me.
YOU MUST HAVE A HUGE ACCESSORIES COLLECTION! WHAT’S YOUR TIP FOR KEEPING JEWELLERY IN ORDER – OR NOT?
WHAT DO YOU LOVE ABOUT NAJO JEWELLERY?
I love the smooth designs and small details in the classic pieces. The mix of the hardware with natural elements like labradorite makes a beautiful contrast. My favourites are my silver hoop earrings and the Wanderer Cuff that goes with absolutely everything. The Hex bracelet and ring are also great stacking pieces.
WHAT’S YOUR FAVOURITE WAY TO WEAR SILVER JEWELLERY – DRESSED DOWN OR DRESSED UP?
Gypsy hoops and bangles add a special touch to an outfit whether they’re dressed up or down. You can rock them with a sundress for the day and then just belt it and add heels and a red lip for the night. Two-tone is great for mixing elements and colours of other pieces without clashing. I have never been able to stick to one metal – I always fluctuate with silver and rose gold.
I am very much one for order, I am quite OCD. I keep my jewellery in its original boxes in a larger plastic box in my wardrobe.
WHAT’S ONE THING YOU’VE LEARNT ABOUT YOUR PERSONAL STYLE RECENTLY THAT SURPRISED YOU?
I am very much one to not step out of my comfort zone when it comes to fashion and, of late, I have been experimenting more with different styles, colours and prints that I would not normally choose. It is such a great feeling to try something totally different, especially when it works for me!
WHAT’S THE ONE PIECE OF JEWELLERY YOU’D FEEL NAKED WITHOUT ? It has to be my wedding rings, I never take them off!
THE NAJO BRAND IS SPIRITUALLY, AESTHETICALLY, HISTORICALLY TIED TO MEXICO. IF YOU HAD TO PICK A COUNTRY THAT WAS LIKE YOUR “SPIRIT ANIMAL”, WHICH WOULD IT BE?
This is such a fun question, I have never thought about it. After thinking, it would be Dubai because I love the finer
AUSTRALIA'S #1 STERLING SILVER BRAND
BLOGGER
interview
@hudsonandharper Continued...
@hudsonandharper @inspiringwit things in life and love to surround myself with beautiful things. I enjoy the comforts of a superbly decorated home and clean living space. I am an urban dweller, and really appreciate urban architecture.
HOW WOULD YOU DESCRIBE NAJO STERLING SILVER JEWELLERY IN THREE WORDS? Exquisite, feminine, playful.
WHAT’S YOUR STERLING SILVER JEWELLERY STYLE PREFERENCE?
I mix it up – sometimes I love the barely there look and other times I love the less-ismore look and having a big statement piece.
PERTH-BASED FASHION BLOGGER AND SELFPROFESSED FRANCOPHILE JENELLE WITTY IS WIDELY ADMIRED FOR HER RELAXED STYLE THAT EFFORTLESSLY MIXES HIGH AND LOW FASHION PIECES FOR PARISIAN-INSPIRED CHIC WITH A ROCKAND-ROLL EDGE.
WHAT’S YOUR FAVOURITE WAY TO WEAR SILVER JEWELLERY – DRESSED DOWN OR DRESSED UP?
WHAT’S ONE THING YOU’VE LEARNT ABOUT YOUR PERSONAL STYLE RECENTLY THAT SURPRISED YOU OR MIGHT SURPRISE YOUR FOLLOWERS?
FINALLY, WHAT IS YOUR FAVOURITE NAJO PIECE AND HOW WOULD YOU WEAR IT?
I have been unexpectedly drawn to some on-trend pieces. For example, ruffles are typically a pretty feminine detail, which can feel too much for my usual slightly androgynous style, but I have found myself embracing them. Never say never!
I love KISS (Keep It Simple Style), so I very much dress down jewellery by wearing it with my everyday wear.
Oh wow, this was super tricky because I LOVE so many pieces. One I absolutely adore is the Desert Dreamer Ring, such a feminine and exquisite ring. I would wear this ring on my middle finger on my right hand. I love a statement ring and in this case “KISS” applies for me. This ring mixes with so many outfits too, even the one I am wearing on this cool rainy day (my star knit with my stripe jogger pants).
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Janelle Witty, fashion blogger (@inspiringwit)
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YOU MUST HAVE A HUGE ACCESSORIES COLLECTION! WHAT’S YOUR TIP FOR KEEPING JEWELLERY IN ORDER – OR NOT?
I don’t really, to be honest. I have roughly four necklaces, three pairs of earrings, three rings and admittedly a lot of bangles. I keep them in the velvet pouches that they came in, so they don’t tarnish.
WHAT’S THE ONE PIECE OF JEWELLERY YOU’D FEEL
BLOGGER'S FAV PICKS
NAKED WITHOUT?
I go through phases. If I am working at home I won’t have anything on, but I tend to put on a ring or a bangle if I am headed out. At least two pieces make me feel like I have completed my look.
THE NAJO BRAND IS SPIRITUALLY, AESTHETICALLY, HISTORICALLY TIED TO MEXICO. IF YOU HAD TO PICK A COUNTRY THAT WAS LIKE YOUR “SPIRIT ANIMAL”, WHICH WOULD IT BE?
For me it would be France. I felt so at home there, from the moment I arrived. Growing up in Australia I think the little character details about your body can feel like a flaw, but I learned in France that those details are the most beautiful things about a person. It taught me that it was okay to embrace my quirks and to love them.
HOW WOULD YOU DESCRIBE NAJO STERLING SILVER JEWELLERY IN THREE WORDS? Timeless, elegant, personal.
WHAT’S YOUR STERLING SILVER JEWELLERY STYLE PREFERENCE?
As with a lot of my aesthetic, I love pieces that are slightly masculine and minimal.
@inspiringwit
WHAT’S YOUR FAVOURITE WAY TO WEAR SILVER JEWELLERY – DRESSED DOWN OR DRESSED UP?
Dressed down, I feel like adding those flashes of silver are the key to taking an off-duty, casual look and making it feel polished. I don’t tend to feel as comfortable being very dressed up. An element of the undone is good for me.
@inspiringwit
FINALLY, WHAT IS YOUR FAVOURITE NAJO PIECE AND HOW WOULD YOU WEAR IT?
I love the For-The-Future Cuff. It is the most elegant and modest stand-out piece. I first wore it in Paris, so it has remained a piece that reminds me of spending quiet mornings in the Jardin du Palais Royal.
AUSTRALIA'S #1 STERLING SILVER BRAND
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SOCIAL
media
Get social: IT’S A VISUAL WORLD WHETHER IT’S ON FACEBOOK, INSTAGRAM OR THE NEXT BIG THING, WE KNOW IT PAYS TO BE WHERE YOUR CUSTOMERS ARE.
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s designer, maker, trendsetter and storyteller, NAJO knows the importance of constantly evolving, of placing ourselves in our customers’ eye line, of being relevant, dynamic, agile. Social media is the perfect, highly visual vehicle to complement our brand strategy: helping women express their personal style story. It is a thoroughly integrated aspect of our overall marketing plan. We invest significantly in Instagram and Facebook with compelling photography and content, exciting competitions and innovative activations to promote engagement and usergenerated content.
WHETHER IT’S ON FACEBOOK, INSTAGRAM OR THE NEXT BIG THING, WE KNOW IT PAYS TO BE WHERE YOUR CUSTOMERS ARE.
AUSTRALIA'S #1 STERLING SILVER BRAND
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SOCIAL
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WE LOVE HOW SOCIAL MEDIA HELPS WOMEN EXPRESS AND SHARE THEIR PERSONAL STYLE STORIES WITH THE WORLD.
WE WORK CLOSELY WITH MORE
100 key INFLUENCERS, INCLUDING MANY highprofile AUSTRALIAN FASHION THAN
INDUSTRY NAMES. 38
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SETTING TRENDS We work closely with more than 100 key influencers, including many high-profile Australian fashion industry names, to promote our jewellery to highly targeted, engaged and receptive new audiences. Through the NAJO blog we are building a substantial bank of quality, regularly updated content to ensure we remain a relevant, engaging, inspiring authority for our retail and wholesale customers.
AUSTRALIA'S #1 STERLING SILVER BRAND
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CHARITY
white ribbon
SWEATY BETTY PR THE LOWDOWN ON ONE OF OUR FAVOURITE PARTNERS.
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weaty Betty PR is Australia’s premier Lifestyle, Beauty and Fashion PR agency. Founded by Roxy Jacenko as a boutique firm in 2004, the agency has evolved rapidly over 13 years to the PR powerhouse it is today. Housed within a spacious and state-of-the-art office in Paddington, Sydney, Sweaty Betty has a 20-strongteam including experienced publicists, social media specialists, in-house graphic designers and copy writers, that look after a portfolio of clientele covering local and international brands.
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TIME FOR CHANGE NECKLACE $49.
MODEL AND ACTIVIST, OLLIE HENDERSON
White Ribbon CHARITY PARTNERSHIP NAJO IS PROUD TO PARTNER WITH WHITE RIBBON AUSTRALIA TO HELP ENGENDER CHANGE AROUND THE COUNTRY.
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hite Ribbon is a unique movement working to end men’s violence against women, and to promote gender equality, healthy relationships and a new vision of masculinity. To support this deeply important cause, NAJO created its ‘Time for Change’ necklace in gorgeous sterling silver, with all proceeds from its sale going to White Ribbon. Already,
this initiative has raised more than $12,000. Additionally, NAJO hopes the necklace’s design will help to raise awareness of the White Ribbon movement. “The interlinked rings at the heart of the design symbolise Australian men and women coming together to stand up, speak out and act to prevent men’s violence against women,” says NAJO founder Jo Tory. “There’s strength and beauty in unity, which is expressed in this exclusive design. We want to see both men
and women buying the necklace for people they love to further spread the White Ribbon message.” Fittingly, NAJO has chosen Australian model and activist Ollie Henderson to wear the necklace in our accompanying campaign. Ollie has drawn international acclaim for her commitment to political activism, particularly feminism and women’s rights, via her Ted Talk and her House of Riot clothing and accessories.
AUSTRALIA'S #1 STERLING SILVER BRAND
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LOOKING
ahead
NAJO
IN THE FUTURE
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hat does the future of NAJO look like? Along with innovation and growth in other areas of the business, we look forward to strengthening our core retailer partnerships and solid relationships with bricks-and-mortar stores. These are the lifeblood of our business and we take them very seriously. We’re committed to keeping you in good supply of high-quality sterling silver jewellery in both our signature, classic NAJO aesthetic and our constantly evolving on-trend styles and seasonal collections. Our decades of expertise make us well-placed to provide retail support at every level beyond supply, including merchandising, packaging, marketing and after-sales service.
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AUSTRALIA'S #1 STERLING SILVER BRAND
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INFO@NAJO.COM.AU T +612 9415 6663 NAJO.COM.AU
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