5 Minutes With...

Duraflex Group Australia

Name: Phillip Edwards 

Company: Duraflex Group Australia (DGA) 

Years exhibiting with Reed Gift Fairs: Over 2 years 

Your brand/business in one word: Multi-branded 


Where do you look for inspiration for your products?

From the brand owners who are constantly evolving and changing with the times ensuring their products are on trend for their target markets. All brands look for inspiration in different ways that vary from different places and traditions around the world, to fashion catwalks and the environment.

Any advice for getting over a creative block? 

Any advice for getting over a creative block? I've found that getting past a creative block usually leads to your best work. Exercise really helps to get over a creative block and being outside helps me mentally reset and take a step back. 


What does a typical working day look like?

DGA deal with many international brands, so there no typical day! Every day is filled with dealing with suppliers, engaging with customers and working alongside our great team at DGA.

Customers love your business because...

DGA offer such a wide range of exceptional international jewellery and watch brands and provide first class customer service, brand and marketing support, and fast, efficient deliveries. But most of all, we work together in partnership with our Retail Partners and tailor our support to THEIR business needs. We value our long-term relationships, and our success is only measured by the success of our retailers. 


What feedback are your customers giving you right now about retail?

There is no doubt the recovery from Covid closures has proved challenging, but consumer confidence is steadily returning and in turn, our retailers are re-building and even pivoting to future-proof their businesses.

What is the beauty of aligning your business with trade events like Reed Gift Fairs?

These trade events provide an invaluable opportunity to meet face-to-face to present and gain feedback for our newest brands and products, but also broaden our customer network. 


What's one piece of business advice you'd give to yourself 10 years ago?

Don't be too quick to say no to an opportunity that passes your table, you never know where it may take you!

What do the next 12 months look like for you?

Full steam ahead! In particular, the next 12 months will involve a lot of travel and the return of events, making up for lost time and brand activities that were temporarily paused due to Covid. 


Tell us about your #1 bestselling product.

With more than 16 brands in our portfolio, it's certainly hard to choose just one. For THOMAS SABO the winged heart necklace is a truly ICONIC and best-selling jewellery piece that is very symbolic for the brand and for WOLF it is the Cub watch winder. The Cub in a variety of colours takes care of your watch with ease with six sides perfectly proportioned to encase your timepiece safely and precisely.

Which product/range are you most excited about right now/what can we see from you in Melbourne?

All eyes are on WOLF! WOLF boasts over 185 years of innovation and are a five-generation family-owned brand. Crafting the spaces where legacies live - from their watch winders to watch boxes, to jewellery storage and leather accessories - WOLF products feature patented technology that is simply unmatched in the market. For example, the jewellery boxes protect your jewellery from tarnishing for up to 35 years. 

Where Can We Find You

Website: dgau.com.au 

Email: [email protected] 

Tel: 02 9417 0177