What is the Italian customer asking for?
LVR – Italian customers are buying about the same amount of rings and earrings and more fashionable jewellery than fine jewellery as the price tags are more approachable.
What trend do you think is the strongest?
LVR – Colour is still popular even though Italians are still restrained compared to foreigners who are a bit bolder. So a clean, minimal style, if you will.
Are brands important?
LVR – As the buyer, as well as in general here at Luisaviaroma, brands aren’t given a lot of weight. The jewels need to express themselves and tell their own story. This is what I try to do. It’s important that it makes a woman buying them feel something.
How willing to take a risk for a jewel is your customer?
LVR – At Luisaviaroma, the customer is always willing to take a risk, but we need to be able to tell them why risks were taken and why Luisaviaroma believed in them.
How much do they spend on a jewel?
LVR – Budgets change from customer to customer, but let’s say Italian customers come to the store with a budget ranging from 300-2000 euros for fine jewellery. But we also have customers who have no problems spending if the jewellery makes them say “Wow!”
What is your best seller?
LVR – In the fashionable jewellery area we don’t really have a best seller because we offer many brands and a wide range of styles. While in fine jewellery, our collection is carefully selected and we are happy when we sell a one-of-a-kind or special edition piece, even for thousands of euros. I have to say though, that a brand like Delfina Delettrez has exponentially increased in sales volume over the last two years, even though they’ve changed styles in my opinion. Introducing oneself with fine jewellery is more popular in the market.
Where do your customers mainly come from?
LVR – Our customers are mostly international from places like Germany, Spain, England, and even Russia, China, Saudi Arabia and America etc.
Text by Federica Frosini
January 14th, 2015