"I set out with the objectives of elevating the status of the belt from an afterthought to a essential and desirable accessory.
My conviction is that the belt has always been neglected in its role as accessory. As such, not only is it rarely visible but even when sought out by the consumer its limited range and uninspired manner of presentation is such that its purchase is reduced to one based more on necessity than desire. As a result the majority of consumers, both men and women alike, have become accustomed to owning maybe one or two belts and will buy on a replacement basis only.
Of course I saw this as an opportunity and believed that I could change this by opening the customer’s eyes to the possibility of using the belt as a stylish and fashionable accessory that can be varied according to mood, dress style and occasion.
My ambition is to change consumer perceptions by not only offering a range of both belts and buckles that is extensive, but also by displaying them in a stylish, exciting and desirable manner. We further differentiate by separating the buying process into two parts - the choice of belt and the choice of buckle. No longer is the consumer restricted to what is on offer, they can now choose the belt style of their choice and with their choice of buckle can create their own personalized belt."