Morellato's Success: Between Full Integration and Consumer Data
Massimo Carraro, CEO of Morellato Group, explains the factors behind the brand’s exponential growth, a point of reference for the contemporary consumer
In attendance at Vicenzaoro with all its 15 proprietary brands and 6 licensed brands, the Morellato Group is Europe’s number one aggregating platform for jewelry and watches following the acquisition of the German company Christ in 2023, which has contributed to making a considerable leap in size.
The significant growth in fine jewelry brands should also be underlined, particularly in terms of the added value given by sustainability, as expressed by the brand's own claim: “Precious is Sus tainable”. Massimo Carraro, arriving a few days before the opening of the event, told us how Morellato's strength lies not so much in its size, as in its ability to look ahead. «We are currently the largest Italian company in the jewelry world with the latest consolidated turnover amounting to around 740 million euros. Of this, 75% is made up of fine jewelry that we produce directly - we are talking about 570 million, and 20% comes from e-commerce, which corresponds to 150 million euros. We started out in 1930 as watch strap manufacturers. Next came packaging, watchmaking, and then precious jewelry. All based on one single idea: full integration, from the raw material to the consumer. What we offer our partners is an idea of the future aimed at strengthening the great tradition of Italian jewelry: supply chain, consumer data, economy of scale, sustainability.
Our presence at Vicenzaoro is the result of several reflections that start right here. First of all, the fact that, over the years, Vicenzaoro has consistently strengthened brands by placing them side by side with manufacturing companies, which allows us to increasingly enhance our brands even further. Secondly, because we have something unique: in addition to an integrated full chain, we are the only ones to have an incredible amount of consumer data with 650 direct boutiques, shop-in-shops and e-commerce, we manage around 600 million euros in direct purchases. Our real growth starts from here, from our ability to interpret consumer habits, which have changed profoundly in jewelry over the last ten years - from the entry of men's jewelry onthe market to the demand for affordable silver jewelry alongside the more traditional kind, to buying as personal gratification. We also want to formulate a proposal in the world of fine jewelry, which currently represents our main business, by favoring our best partners both in terms of competitive prices and consumer data. Our attendance at Vicenzaoro is also this. I am here to tell you what the consumer wants because our group's competitive advantage made up of data that not everyone has.
And let’s not forget that we are on the eve of the artificial intelligence revolution and this will allow us to use this data in a much more efficient and effective way. With Vicenzaoro, we are setting off on a new journey because, what counts for Morellato, is what we will do, not what we have already done.» The Morellato Group can be found in 60 countries worldwide. Its core business is fine jewelry, which, in 2023, with the property brands Bluespirit, D'Amante, Christ, Cleor and Live Diamond, achieved 75% of its total turnover with a product range that includes gold, diamonds, natural and lab-grown precious stones. Morellato's uniqueness lies in a fully integrated business model that goes from the purchase and processing of raw materials directly to the end consumer with a network of 650 proprietary jewelry stores in the main European markets - Italy, France, Germany and Austria -and over 7,000 wholesale outlets.
The significant growth in fine jewelry brands should also be underlined, particularly in terms of the added value given by sustainability, as expressed by the brand's own claim: “Precious is Sus tainable”. Massimo Carraro, arriving a few days before the opening of the event, told us how Morellato's strength lies not so much in its size, as in its ability to look ahead. «We are currently the largest Italian company in the jewelry world with the latest consolidated turnover amounting to around 740 million euros. Of this, 75% is made up of fine jewelry that we produce directly - we are talking about 570 million, and 20% comes from e-commerce, which corresponds to 150 million euros. We started out in 1930 as watch strap manufacturers. Next came packaging, watchmaking, and then precious jewelry. All based on one single idea: full integration, from the raw material to the consumer. What we offer our partners is an idea of the future aimed at strengthening the great tradition of Italian jewelry: supply chain, consumer data, economy of scale, sustainability.
Our presence at Vicenzaoro is the result of several reflections that start right here. First of all, the fact that, over the years, Vicenzaoro has consistently strengthened brands by placing them side by side with manufacturing companies, which allows us to increasingly enhance our brands even further. Secondly, because we have something unique: in addition to an integrated full chain, we are the only ones to have an incredible amount of consumer data with 650 direct boutiques, shop-in-shops and e-commerce, we manage around 600 million euros in direct purchases. Our real growth starts from here, from our ability to interpret consumer habits, which have changed profoundly in jewelry over the last ten years - from the entry of men's jewelry onthe market to the demand for affordable silver jewelry alongside the more traditional kind, to buying as personal gratification. We also want to formulate a proposal in the world of fine jewelry, which currently represents our main business, by favoring our best partners both in terms of competitive prices and consumer data. Our attendance at Vicenzaoro is also this. I am here to tell you what the consumer wants because our group's competitive advantage made up of data that not everyone has.
And let’s not forget that we are on the eve of the artificial intelligence revolution and this will allow us to use this data in a much more efficient and effective way. With Vicenzaoro, we are setting off on a new journey because, what counts for Morellato, is what we will do, not what we have already done.» The Morellato Group can be found in 60 countries worldwide. Its core business is fine jewelry, which, in 2023, with the property brands Bluespirit, D'Amante, Christ, Cleor and Live Diamond, achieved 75% of its total turnover with a product range that includes gold, diamonds, natural and lab-grown precious stones. Morellato's uniqueness lies in a fully integrated business model that goes from the purchase and processing of raw materials directly to the end consumer with a network of 650 proprietary jewelry stores in the main European markets - Italy, France, Germany and Austria -and over 7,000 wholesale outlets.
