‘Stroili dresses every woman’s soul - jewellery that
captures the personality of every woman.’
Within months of entering the travel retail sector, Stroili Italian
Jewels has become one of the hottest names in airline retail with its jewellery
sets becoming top sellers where listed. On Emirates a bangle and ring set is
selling exceptionally well at US$270, while a cuff and ring set on KLM is
consistently a best seller. Qantas and Etihad is also listing Stroili with
excellent results while Eva Air is listing a Chic Embrace necklace at 189€. The
company says many of the ‘top 50’ airlines are very interested in placing
orders once new collections are shown later this month.
The company is now looking to expand distribution. ‘We decided to
approach the travel retail market in a step by step, strategic way and grow
organically. We did not want to run before we could walk,’ says Stroili CEO
Maurizio Merenda. ‘We believe it has worked because we have come into the
channel with a jewellery range that is really “new” and different – absolutely
not “same old, same old”. We realise that the airline channel has to be managed
carefully and have ensured that we have honoured all our commitments – able to
deliver on time and in the required quantities.
‘With this ongoing success, we feel the time is now right to expand our
distribution into airport retail stores and cruise-ships. We are already
present with Bahrain Duty Free and Kuwait Duty Free through Jashanmal and have
our own store at Milan Malpensa which we handle directly. However, we believe
there is huge potential waiting for us.’
As a company, Stroili has shown massive growth over the past decade with
extraordinary sales increasing with a turnover result of €200m in the last
year. Today Stroili is Italy’s leading jewellery brand, known for its iconic
and wide ranging designs, covering diamond, 18k gold, silver 925, watches and
fashion jewellery collections. The company is also Italy’s leading jewellery
retailer and is fast becoming one of the world’s hottest brands with a rapidly
growing international presence. Significant investment in the brand includes a
massive advertising and tv campaign, fronted by internationally renowned top
model Isabeli Fontana. The slogan of the campaign is “Dress in Stroili”: the
fascinating Isabeli shows how Stroili jewels can dress a woman and cater for
every aspect of her character. Stroili jewels are objects of desire that
captures the personality of every woman at the different moments in her life.
‘Travel retail is an excellent channel in which to drive sales growth
domestically,’ continues Merenda. ‘For example, our listing on Qantas has
definitely sparked interest with retail groups in the Australian domestic
market, where currently Stroili is not that well known.’
Targeted at the 20-45 age group with a core RRP in travel retail sector
of €199 to €250, the appeal from the brand comes from ‘its newness, glamour and
fashion product design, sophisticated packaging and pricing appeal’. ‘Stroili’s
philosophy is one of a kind in that it enjoys the challenge of combining
established principles and values with striking, original shapes, simplicity
with the most sophisticated savoire faire, elegance with naturalness,
sensuality with feminine tenderness. The idea is that each day a woman can
create a completely new look and style which reveals her unique and
multi-faceted personality,’ continues Merenda.
For travel retail the company offers a wide range of collections
including Chic Embrace, from which a bracelet and ring set are listed on
Emirates, Evanescence, Desire, Marrakech, Innocence, New Moon and Silver Lace.
Designs include intricate lace filigree and delicate macramé looks, cut out
shapes, intertwined rings and wire effects. Pieces include long layering
chains, pendants, bangles, chunky cuffs and adjustable rings. Earrings are
small and delicate or big and bold statement pieces, while designs combine
contemporary modern and traditional styles.
Gold – yellow or rose – and silver plated
options include matt and shiny versions with unusual satin and scratched
finishes that create a true point of difference. Flowers, hearts, leaves, rings
and interwoven spheres dominate designs. ‘Currently we are promoting our
fashion collections ( set ) which carry retail price points from €199 to €250, but the point is that we can meet the needs of every passenger
profile with our extensive offer.’
Importantly, Stroili is able to adapt existing collections and create
special editions for individual customers. ‘If we know that a product
essentially works then we can customise it with exceptionally fast time to
market. Our creativity is unsurpassed in the jewellery world and we are not
phased by volume requirements. What’s important is that we listen to our
customers and when we know what they want – we deliver it.’
Alongside its women’s jewellery, Stroili also sees real potential for
other ranges as well, including watches and its men’s Jewellery line, where
steel dominates with edgy or understated looks as desired. And elsewhere too,
there is definitely a growing interest by men for jewellery. ‘There’s just very
little out there in travel retail,’ says Merenda.
Stroili’s partner in the travel retail business is LCG-SKYLink.
For information please contact Mrs. Vittoria Vitaloni - Wholesale
Division Email: wholesale.division@stroilioro. com Mobile: +39 366 7741937.
Press enquiries: Row Holland, Essential
Communications. Tel: +44 (0) 208 4058109. Mobile: +44 (0) 7710 21984. Email:
row@essentialcommunications.org
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