Selda Atienza

Experienced Product Development Manager specialising in sourcing, product development, and account management across major UK retailers and Marketplaces. Proven track record of delivering commercially successful collections, managing global supplier relationships, and driving margin growth through strategic negotiation and market insight. Highly organised, pro-active, methodical, and detail-oriented working in fast-moving environments.

Product Development Manager at BJB Limited (2015-03 – Present)

Leading product development for an established fine Jewellery company based in Hatton Garden, supplying major UK retailers and marketplaces. Played a key role in supporting the business's transition from a traditional wholesale model to dropship, marketplace, and direct-to-consumer fulfilment.

• Responsible for sourcing and developing commercially viable jewellery, delivering over 100 new SKUs per season
• Providing market, trend, and competitor analysis to identify growth opportunities
• Curating and refining commercial product ranges for clients including bespoke packaging solutions
• Costings and negotiating prices with international suppliers across the Far East and Europe to achieve target margins
• Managing the full end-to-end product development lifecycle from concept to launch whilst ensuring adherence to critical paths
• Building and maintaining strong supplier relationships to ensure timely delivery and quality standards
• Working closely alongside Managing Director and Merchandising Manager to review sales performance and manage stock levels effectively
• Photoshoot planning/direction, and providing detailed editing feedback to ensure final imagery meets approval standards
• Coordinating and managing the end-to-end onboarding of new products for retail partners on various ecommerce platforms, copywriting, ensuring accurate content, assets and pricing are aligned for an optimised customer journey
• Managing bespoke order requests and responded to customer enquiries for Created Brilliance (in-house brand), ensuring a high level of personalised service and customer satisfaction
• Attending International trade shows and conducting factory visits (Italy, Thailand, Hong Kong, Turkey, Jordan)
• Provided executive support to the Managing Director, including diary management, travel coordination, and meeting scheduling

Account Manager at Elite Creations UK Ltd (2013-11 – 2015-02)

Managed key wholesale accounts for a leading fashion accessories supplier across the UK and Europe.

• Managed orders from placement through to delivery, ensuring adherence to critical paths
• Coordinated with factories, clients, and internal teams to meet production timelines
• Resolved production and delivery issues proactively to minimise delays
• Oversaw labelling, lab testing, packaging instructions, and shipping documentation (FOB)

Account Manager / Product Developer at BJB Limited (2008-05 – 2013-09)

Progressed from Account Administrator to Account Manager, supporting product development and client growth.

• Developed and sourced products aligned with client briefs and market trends
• Created product concepts, brand stories, and collections
• Video directing production of visuals to promote products, creating storyboards, arranging shoots
• Travelling to international trade shows (Italy and Hong Kong). Preparation and coordination of trade shows with buyers
• Negotiated pricing to achieve client targets and company target margins
• Managed administrative processes including costing, sampling, specification sheets, and order processing

Wholesale Allocator at Ted Baker Head Office (2006-07 – 2008-02)

• Managed stock allocation of kidswear and menswear across major UK retailers including Harrods, Selfridges, House of Fraser and John Lewis
• Coordinated logistics between distribution centres, production, and stores ensuring that all products are delivered to the correct locations on time in accordance with the critical path
• Monitored sales performance and stock levels to maximise sell-through
• Processing orders and repeat orders accurately and efficiently
• Produced delivery schedules and forecasts to meet commercial targets

Assistant Manager / Supervisor at Claire's Accessories (2001-02 – 2006-07)

BSc (Hons) in Sociology and Media Studies – City University London (2001 – 2004)

Foundation in Art Therapy Course – British Association of Art Therapists (2013 – 2013)