Which features of the brand do the Americans like most?
The fact that our jewelry is exclusively available in 18k gold. This quality is highly appreciated vis-à-vis the 14k which is very common in the market.
Following this, the fact that our items are solid, with an impressive weight, and beautiful from all angles (gold all round – no empty sections). In general, we can say that American consumers are more in favor of large and chunky items than some European markets (for example, Scandinavia) which tend to favor lighter, more delicate pieces. Easy and comfortable to wear – due to simple wearing mechanisms such as stretchable bracelets (on elastic) and the pure comfort automatically achieved by pieces which are designed and manufactured to perfection and with ultimate comfort in mind.
Can we say that the taste and the requests coming from the US have changed in the last years? If so, in which direction?
We see more interest in and appreciation of colored gems. Previously, when it came to precious stones, the US was diamond dominated, followed by a certain preference for emeralds and sapphires. In the meantime, they are far more open to varied gems in many colors, and also appreciate their true worth. Although the traditional gold colors white and, especially, yellow are still favored, rose gold is rising in popularity and slowly catching up with the strong trend rose gold has been in many other markets for years. We attribute the above to the fact that US consumers are beginning to catch up with Europe in viewing apparel (fashion) and jewelry as going hand in hand. Previously, fashion followed its own seasonal rules, and jewelry was bought primarily for special occasions. Today, we see that US consumers see a fusion of fashion and accessories, and that jewelry (also fine jewelry) has therefore become more of a 'fashion extension' than in former times.
Which novelties will Tamara Comolli present a Couture?
All novelties launched in Basel. For us, however, Couture also has a high new business relevance. The main priority of the event is to interest new wholesalers and/or alternative retail such as concept stores. To do so, we place emphasis on two major core themes/collections that we believe are most US-relevant: Vibrant Gems – as presented by Mikado and Bouton; Golden Classics – as presented by Signature.
What incidence (%) has the US market on your market shares?
Approx. 20% of overall turnover.
Which sales channels are best suited to your brand?
High-fashion PoS works exceptionally well for us, e.g. our presence in the luxury department chain, Neiman Marcus, or the Floridian concept store, Marissa Collections. As mentioned above, our brand merges very well with high fashion and is an excellent addition to such an environment. In addition, our own boutiques are ideal for communicating exceptional brand experience in combination with outstanding collections.
In June , Tamara Comolli will open the first boutique in Italy. Why Forte dei Marmi?
Italy is part of my personal history and plays a fundamental role in the production of jewelry that bears my name. The passion for beauty in all its forms, the vital energy that you breathe here, the creativity and the proximity to the sea are elements that push me today to fix in this place full of charm an important step in the path of growth of my brand name. Forte dei Marmi is a renowned destination for elite tourism, the scent of the sea and the elegance that vibrate in every corner will create the ideal atmosphere to communicate our concept of jewelry, easy chic and precious, relaxed and refined.