Last year was an almighty blow to businesses around the world, but thanks to a huge team effort, sheer determination and a clear focus to get through tumultuous times, Halcyon Days adapted to the new market realities.
Far from going into retreat, the company pushed ahead with two major projects, which it believed would make a positive difference going into 2021 and beyond: a brand new website and the opening of a beautiful boutique within The Arcade in Harrods.
Supporting the craftsmen and women behind the brand and protecting its made-in-England DNA have also been instrumental to the strategy. ‘We firmly believe that local manufacturing will be a key differentiator in the future, as provenance and sustainability become increasingly important. In 2020, production continued during the pandemic and was key to getting us through the year, as interest in fine bone china and our home decorative soared. We have fantastic new developments to reveal in 2021,’ says Pamela Harper, chairman and CEO.
All of Halcyon Days’ enamel and English fine bone china gifts are 100 per cent crafted in England. This is a rarity the company champions with passion, as part of cherishing and promoting the traditional values at the heart of the business. ‘Our customers recognise the quality of our products and enjoy the fact that their choices are an exceptional example of English craftsmanship, designed to last,’ continues Harper.
The brand discovered that using appropriate and sensitive messaging during 2020 was paramount, and that it worked. Existing customers were communicated with regularly, more as friends than customers. ‘We kept them up to date with our progress and enquired after theirs. We have found new customers too, perhaps drawn by the fact that we support local craft. Our products bring a spark of joy, and what better to send or receive than something to draw a smile?’
This year Halycon Days has exciting plans for several product categories and is lining up collaborations with other renowned British brands. In partnership with Nina Campbell two collections of English fine bone china tea, coffee and dinnerware will be released: the Marguerite and the Serengeti Collections. Meanwhile, a beautifully curated pop-up is due to open at Fortnum & Mason in mid-February.
On the product side, home fragrance will be extended with the introduction of diffusers. More items will join their coveted Maya Torque bangle collections. Beautifully crafted accessories for the home – such as wittily designed trinket trays and eye-catching candles – will also be added to an expanded Home Accents collection.
It’s exciting to watch a true luxury brand grow and evolve before our eyes – and a truly British one at that. If it sticks to its values, Halcyon Days holds much resonance for the future. And just in case anyone thought it was forsaking the exquisite enamel boxes that made its name, never fear: there are new collections coming, designed to celebrate different occasions throughout 2021. Let’s hope people will be celebrating.