When Karin and Brook Adcock first started their jewelry business in Sydney in 2004, they had never imagined that they could employ more than 200 employees and got a annual turnover of more than millions of dollars in just five years. The Right time to Arrange, The Best tiffany bracelet to Enjoy Neither had they dreamed of changing the whole jewellery business in Australia, as well as realising their own dream. Karin Adcock did not think that their success came suddenly. She still clearly remember the difficult early days.
At that time, in order to promote sales, they leafleted passersby at the door of the jewellery shop, walking along the streets till night. No matter what the memory looks like, but the trueth is that Adcock Pandora Jewellery has already acheived great success. It is a surprising thing that Adcock had no experiences in jewelry business, but he seized the opportunity. In fact, Adcock believes it was her lack of jewellery knowledge that has become a key point in the success of the Pandora business.
In 1994, when flying to Hong Kong from Denmark for a business trip, the Dane Karin became acquainted with the Australian airline pilot Brook Adcock with whom he got married.When hearing that Pandora was very popular in Denmark, the couple tried their best to get the brand’s dealership in Australia and Denmark. At the beginning, they just had a store in a garage in Sydney, and now they have the stores of more that 4,000 square meters in total. And Australian has become the third biggest market of Pandora in the global, which is ahead of Holland already. In 2008, the sales volumn in Australia took up 20% of the output, making Australia a managing model of Pandora.
The sucess of Australia’s business is also very important for Denmark, because in Adcock and his whole management team’s efforts, Australia soon became the model region in Pandora’s globel business. In 2005, the CEO of Showcase Jewellers, Michael Mishevski made a very wise decision, he included the products of Pandora into his 240 stores. And as a result, he saw Pandora’s growing up and its effect on jewellery business in Australia.
In less than five years, Pandora has grown into a brand of 700 stores in Australia. However, its success is not because of its number of stores, but Pandora changed the entire industry. It has changed how the jewellry stores run their business and its ways of marketing, the more important thing is that it has also changed the customers’ view on jewellry.