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Pasquale Bruni Bets Big on the U.S., With a Little Help From J.Lo – WWD

MILAN – Italian jewelry house Pasquale Bruni are betting big on the US market.

Has been distributed by retailers including Neiman Marcus, Bloomingdale’s and since last year, Saks Fifth Avenue, the brand is now launched in Moda Operandi.

“We will also be featured in the e-tailer’s trunk showcase with platform-specific limited edition products,” said. Daniele Bruni, president for the company’s subsidiary in the United States.

Bruni says the company has taken a similar approach in Russia, releasing products specifically designed for the local market. “But also in the US, we have been working on some special collections since each market has its own taste and peculiarities and we will try to do the same with Moda Operandi as soon as we can. know the customer a little more,” said the executive.

In a traditional environment, the company has a presence in 50 stores in the US – 14 of which have opened in the past year – in addition to its own e-commerce, which launched during the pandemic and has been operating far away. than expected, according to Bruni.

Although the executive declined to provide value figures, he said overall brand sales in the US for the first 11 months of the year were up 83.8% year-over-year and 7.3% year-over-year. with 2019. Unexpectedly, on a global scale, revenue of Pasquale Bruni was recorded. increased by 15% at the end of November compared to the same period in 2019 and increased by 81% compared to 2020.

A model wears Pasquale Bruni jewelry.

A model wears Pasquale Bruni jewelry.
Courtesy of Pasquale Bruni

Bruni is trusted as the creative director of the brand Eugenia Bruni and her feminine designs for the brand’s success in the US, noting that local customers “immediately see that products are designed by a woman and have a special attention separate behind it. It is not vintage jewelry, the design is very contemporary and also very Italian. ”

Established in 1968 in Valencia, the heart of ItalyProducing high-end jewelry, the company is known for its precious creations based on natural elements including flowers, leaves and butterflies, all rendered in feminine and sinusoidal shapes.

In particular, the best performing collections in the US include Bon Ton, represented by the brand’s signature five-petal flower motif crafted from precious stones such as rose, smoky quartz, and rose quartz. milk or blue topaz, and Giardini Segreti, depicting the theme flower with the diamond pavé technique. While the former line retailed for $1,500 for a bracelet to $18,600 for a necklace style, the second collection is priced between $2,000 and $72,700, with the ring’s best-selling ring. product line retails at $11,200.

The creation of a Giardini Segreti necklace by Pasquale Bruni.

The creation of a Giardini Segreti necklace by Pasquale Bruni.
Courtesy of Pasquale Bruni

While the company didn’t mention a specific demographic target, in terms of geography, the most significant revenue gains were registered in Florida.

“That could be due to restrictions that are a bit different than in other states in the US and the fact that we distribute more concentrated there.… Plus, it’s a very good market for jewelry. in general,” noted Bruni.

For the same reason, the company is aiming to open its first flagship store in Miami by 2024, followed by a unit in New York, where the American company’s headquarters is located.

“Overall, there is definitely room for expansion but we try to be very selective in terms of distribution, we also don’t want to open too many doors,” says Bruni.

While the US is the company’s third market at the moment, after Russia and Italy, executives aim to make it the biggest event within two to three years.

Bruni plans to achieve such a goal also with the small help of some prominent names. Brand awareness in the United States has grown thanks to the endorsements of a wide range of figures, from former first lady Michelle Obama to Lady Gaga, who have been seen at public events sporting the manipulations. iconic product of the brand.

The connection with the world of cinema and entertainment will be further strengthened with Pasquale Bruni’s first collaboration with the film production. The brand will be the official jewelry partner of the upcoming movie starring Jennifer Lopez, is set for release in February.

A model wears Pasquale Bruni jewelry.

A model wears Pasquale Bruni jewelry.
Courtesy of Pasquale Bruni

The Italian company presented its collection to buyers with elegant style Milan Gallery, designed by David Chipperfield, over the past few years. In fact, Pasquale Bruni has stopped showing in both VicenzaOro and Baselworld, which limits its presence to High Fashion in Las Vegas and the Centurion jewelry show in Phoenix.

“For now, the strategy is to continue to host our European customers at our own showroom in Milan, to present new collections in a more intimate way, and with Eugenia to meet people. to tell them the inspirations and technical explanations behind each piece. So we’re going to keep doing this, but for the US it’s different, being at these shows is really important,” concluded Bruni.

https://wwd.com/accessories-news/jewelry/pasquale-bruni-bets-big-us-jennifer-lopez-1235018638/ Pasquale Bruni Bets Big on the U.S., With a Little Help From J.Lo – WWD

Linh

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