Strategy

We focus on the aspirational consumer. This is a huge target group that is often not considered. This target group wants luxury jewelry, but cannot afford it. Our jewelry exudes exactly the luxury that this target group wants, but is considerably cheaper. We can achieve this by including bronze jewelry in our collection instead of gold jewelry. Bronze has charm and the same luxurious and warm appearance as gold. Silver is also still a very popular precious metal and is still considered an affordable precious metal. By also including silver jewelry in our collection, we reach even more potential buyers within the target group of aspirational buyers. The jewelry can be worn by anyone, regardless of the size of their fingers, wrist and/or neck.

It is clear that we like to offer our jewelry to duty-free shops, but we don't stop there. Duty-free shops are present at various airports, ferries and cruise ships in and out of various countries. This must be taken into account. Tourists choose a particular destination because they feel attracted to it in one way or another. This may be due to the culture, history or nature of that country. By taking this into account, we can provide every owner of a duty-free shop with advice regarding jewelry that suits the country of destination.

If you want to convince customers of the potential value of your products, you have to make them see this. And you don't achieve that with a nice chat, but with figures and facts. In the conversations we have with customers, we substantiate our ideas with reports based on data from the European Commission and other reliable sources. The strength of our company lies not only in our products themselves, but in combination with well-thought-out strategies and market research.