Filostil's "Jewelry Express" Service
The historic Valenza-based company transformed its booth at the Hong Kong Jewelry Show into a goldsmith's workshop for last-minute repairs. CEO Giorgia Cattelan recounts her experience here
How do you stand out from hundreds of companies? Giorgia Cattelan, CEO of Filostil, found the solution to this problem and implemented it at the Hong Kong Jewelry Show in September by creating a booth dedicated to an express repair and customer service. This original approach to presenting itself at a trade show—a B2B trade show where visitors can make direct purchases—has opened a new chapter in the company's storytelling.
"The idea for this unique stand stems from the desire to fully understand and allow our potential customers to experience firsthand what we do: lengthening a chain in minutes, fixing a broken pin, resizing a ring... all services we've been able to provide despite being outside the comfort zone of our workshop, thanks in part to our collaboration with Orotig, a leading machinery company that provided us with a very powerful and fast laser," explains Giorgia Cattelan. "We're a contract company, dedicated to developing product lines from A to Z. At our Valenza headquarters, we're able to create, step by step, everything from a single special, one-of-a-kind piece to entire collections, both branded and unbranded, serving a very broad market segment, from "prêt-à-porter" jewelry to haute couture, with jewels that later become iconic pieces of a major fashion house. In Hong Kong, we wanted to experiment with a new approach that gave us great satisfaction and that we will certainly repeat: repairs were, if you will, just a quick way to start a dialogue with exhibitors and visitors—jewelers and buyers—and bring them into our world, where everything happens side by side with the customer. The dream would be to expand this last-minute service, adding a designer to the workbench to have a sketch created on the spot upon request. There's nothing more exciting than sharing a dream and seeing it come to life before your eyes. We'd like to do it in Hong Kong, but also at Vicenzaoro, why not? To be continued...
"The idea for this unique stand stems from the desire to fully understand and allow our potential customers to experience firsthand what we do: lengthening a chain in minutes, fixing a broken pin, resizing a ring... all services we've been able to provide despite being outside the comfort zone of our workshop, thanks in part to our collaboration with Orotig, a leading machinery company that provided us with a very powerful and fast laser," explains Giorgia Cattelan. "We're a contract company, dedicated to developing product lines from A to Z. At our Valenza headquarters, we're able to create, step by step, everything from a single special, one-of-a-kind piece to entire collections, both branded and unbranded, serving a very broad market segment, from "prêt-à-porter" jewelry to haute couture, with jewels that later become iconic pieces of a major fashion house. In Hong Kong, we wanted to experiment with a new approach that gave us great satisfaction and that we will certainly repeat: repairs were, if you will, just a quick way to start a dialogue with exhibitors and visitors—jewelers and buyers—and bring them into our world, where everything happens side by side with the customer. The dream would be to expand this last-minute service, adding a designer to the workbench to have a sketch created on the spot upon request. There's nothing more exciting than sharing a dream and seeing it come to life before your eyes. We'd like to do it in Hong Kong, but also at Vicenzaoro, why not? To be continued...
