Aristocrazy

A new category, created by the contemporary woman.

THE CHALLENGE

To launch a young, accessible, jewelry brand, capable of transcending the limits of traditional jewelry and connecting with the “new woman”.

THE ACHIEVEMENTS

  • Development of a pioneering position that establishes a new category of jewelry: “fashion jewelry”.

  • Design of a brand experience of excellence, superior to all its competitors.

  • Attracting a much wider range of targets than expected: in size and age groups, radically transgenerational.

  • Creation of a unique brand identity: name, brand, concept, brand personality and brand attitude.

  • Anticipation of a trend that is predominant today: “women’s empowerment”, when no player in the market had detected it.

  • Internationalization of the brand.

  • Immediate attention and commitment from key players and partners, such as large scale distribution.

Understanding to get ahead. Going forward to understand. Innovation connected to the ability to interpret. The leading vision that Nadie brought to the Suarez Group about its context was key to anticipate the weight that the changes in gender and the vindication of the position of women were going to have in a sector as traditional as jewelry.

The radical diversity of our team, especially connected with sociology, creation and innovation, allowed us to detect the potential of betting on a woman who wanted to create herself, project herself, and be more and more the owner of environments that before seemed to be accessible only through the gift or mediation of fathers, boyfriends, husbands and other male roles. 

From this perspective we approached the creation of a second brand of jewelry for the group, younger and more accessible. And to transform ourselves into a great project, sensitive to the demands of the new woman, creator of concepts and visions. Able to respond to the new models of consumption in which the client, customers in this case, reward the brands that open previously inaccessible universes. Eliminating the debate between high or low price: designing a new “masstige” concept of accessibility coupled with excellence. Democratizing the access to the best jewelry to make it more accessible, more desirable and contemporary. A disruptive formula that promoted a new leadership, a dizzying growth and the internationalization of the group.

Aristocrazy already existed in the demands of its consumers before Nadie put a name to it in a deep naming process. They were the real creators of “fashion jewelry”, Nobody listened and interpreted a latent demand. And it generated a brand of enormous success that symbolized their aspirations.

 

Company website: www.aristocrazy.com

Photo Adriá Cañameras
Photo Adriá Cañameras
Photo Adriá Cañameras

If you want to know more about this project, send us an email: info@nadie.es

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