It is not surprising that many foreign companies want to enter the Russian jewelry market. For several years, Russia has become a country attracting interest in terms of investments and joint projects. In Russia there are many people and a lot of money, which means the country has a huge potential for developing business. Jewelry manufacturers in Europe are ready to consider what may be offered by Russian entrepreneurs for successful and long term cooperation. The jewellery pieces made by FOPE are lately turning increasingly popular. Its famous technique to interlace fine elements made the company one of the world-known and extremely popular brands. Nathan Wildpacher and Gernot Safron, partners in WISA LUX GmbH Jewelry, which is an official and exclusive agent of FOPE in CEE and CIS, gave this interview to Rough&Polished.
Could you say a few words about the history of FOPE?
FOPE is a family owned company in the fourth generation. This jewellery house was established in 1929 by Italian Umberto Cazzola in the northern part of Italy, in Vicenza, which at that time was a small beautiful town. Several generations of the Cazzola family developed their jewelry business, always trying to bring new and creative ideas and style. Due to such a family attitude towards the brand each jewellery piece was based on unique design, which became the hallmark of FOPE.
At the time the company was established no one imagined that its name will become known and will be a success for decades. In fact, the brand is called FOPE Gioielli, but many people call us just FOPE. Today we have more than 2 000 stores in 89 countries worldwide.
Recently, your jewellery goods have become quite popular in Russia. What can you say about your ties with this country? How much interested are you in Russian customers?
Some years ago, we started our cooperation with retailers in St. Petersburg and Moscow. But since we see a huge potential for our brand in Russia we are going to expand our distribution network step by step.
What challenges do you face when you contact Russian buyers?
The only real difference from our clients within the European Union is that we can’t travel within Russia like we can travel within the EU with a collection of FOPE jewelry. In terms of getting in touch with our customers in Russia it means that we have to focus on the jewelry fairs in Vicenza (3 times a year) and on the Baselworld Fair, which takes place one time in a year.
What countries are your biggest clients?
The biggest countries where we offer our services are Italy, Germany and the United Kingdom followed by the U.S. They are more or less on the same position.
In what way do you intend to offer your goods to Russian and Ukrainian customers?
Having now partners in St. Petersburg and Moscow will help us to expand our distribution network also in the regions. Thanks to the great support from your side – which helps us a lot – we are getting in contact with regional clients easier.
But for both nationalities the same is valid: We have to make a great show and presentation at the Baselworld Fair and in Vicenza.
What kind of appetite you think Russian buyers have for your jewellery?
If we make our sell-out analysis we find out that the community of Russian buyers is quite big. Concerned are all the destinations like London, Dubai, Berlin, Munich, Paris, etc. The Russian community forms a big part of our market. And we believe that further demand from Russian buyers will be much higher.
What place would you award to Russian buyers?
I think the Russian buyers surely occupy a position in the top five.
What is the role of advertising in promoting your brand?
FOPE was one of the first international jewellery companies, which began using funds for advertising since the 1990's. In our advertising projects all attention is attracted by ironic and elegant images. In 2008, our company made a new advertising project, Arte2, when FOPE jewellery was photographed together with art works by world-class Italian artists such as Gaetano Pesce. Early this year, a new press campaign made its debut with a special occasion involving famous photographer Franco Pagetti.
In April, gold price went up by 5.6%, which comes amid accelerating inflation and depreciation of the U.S. dollar against world currencies. How is your company weathering this challenge?
Of course this situation is affecting all gold jewelry manufactures. But since we are producing unique and incomparable products like the Flex’it collection we are still on a very good and successful way. Beside this, we have developed fantastic new products, which allows us to offer those collections on a very attractive price point.
Could you say a few words about your famous bracelets?
In 2007 FOPE produced a series of bracelets Flex'It, in different versions in three colors of gold - white, red and yellow - with different types of false locks, with white and brown diamonds, with precious stones (amethyst, topaz, peridot and pink sapphire). This collection is unique by elasticity; each bracelet looks very stylish in our time. These jewellery pieces are put on by one simple graceful movement and have become a symbol of ideal sentiment of the day - this is what Russian women like.
Veronica Novoselova, Rough&Polished, from Italy
