India Hicks Launches Direct Sales Accessories Collection

In eCommerce, What's New, Industry News by Lauren Parker

india_hicks Island princess of sorts India Hicks is going after the lucrative direct sales model, and she’s got quite a following already.

A former Ralph Lauren model who lives on Bahama’s Harbour Island, Hicks is also known for her swanky boutique, interior design/lifestyle books, licensed collections and stint hosting Bravo’s “Top Design.”

"Island Style" book by India Hicks

“Island Style” book by India Hicks

But the free-spirited Hicks isn’t hanging out in Buckingham Palace as per her pedigree (Prince Charles is her second cousin and godfather, her mother is daughter to Earl Mountbatten of Burma, her grandfather was the last Viceroy of India, and her father was famed interior decorator David Hicks), but rather living the island life with her family and working hard to grow her brand.

She recently launched the company India Hicks London-Harbour Island, backed by partners Konstantin Glasmacher (HauteLook, Sole Society) and Nicholas Keuper (Boston Consulting Group). With a direct sales approach sold by ambassadors, the accessible collections are departure from her previous licensing gigs like a fine jewelry line or collections for HSN and Crabtree & Evelyn.

India Hicks London-Harbour Island collection

Her new categories–bath/body, candles, fashion jewelry, totes, cosmetic cases and scarves–are affordable, easy-breezy, and perfect for, say, Harbour Island’s famous coral sand beach. Cosmetic cases are $35; canvas totes $138; leather clutches with detachable tassels are $268; featherweight scarves are $58, token jewelry shaped like the English Pound coin have cute sayings like “Count Your Lucky Stars, The World is Our Oyster, or Mamacita (“that’s what my kids call me when they want something,” laughs Hicks), each retailing for $39 and $45. A full line of jewelry will roll out in August. The most expensive accessory is the Duchess of Windsor handbag, which is $420.

India Hicks London-Harbour Island jewelry tokens

“I wanted to offer a range of pricepoints and make these items accessible and not so precious,” says Hicks. “The whole idea of direct sales is that the items are presented to a group of women at a time, and I wanted to have something for everyone.” Indeed, the lookbook explaining how to host a get together emphasizes tea and cocktails almost as much as the items sold. Hicks has been traveling around America signing up style ambassadors to sell the line at home gatherings and online.

Pieces will be also sold on the company website, but visitors will be prompted to enter an ambassador’s name so they receive credit for the sale. “It’s all about building a community.”

India Hicks ScarvesAnd what of that curious stenciled beetle, that appears on half the items, often in gold or neon orange? “He’s actually a guest that shows up in our Harbour Island home and has brought me much luck,” laughs Hicks. “He is always welcome!”

India Hicks leather clutcheswww.indiahicks.com

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