PERODRI

Few brands bring together everything Perodri has built over more than sixty years. An in-house workshop in Bilbao’s Old Town, where a distinctive vision of High Jewelry first took shape. Signature collections with unmistakable character that have accompanied generations of clients through life’s most meaningful moments. Boutiques that have become places of lasting connection in some of Spain’s most important shopping streets. And partnerships with the world’s leading watch manufactures, such as Rolex and Cartier, that speak, without further explanation, to the standards of excellence and credibility this House has earned over decades.

All of this comes at a time when craftsmanship has regained unprecedented cultural relevance, driven by a growing desire for authenticity, individuality, and mastery in response to standardization. At the same time, jewelry has established itself as the most resilient segment of the luxury market: an expression of identity that is no longer reserved for milestone occasions but has become part of everyday self-expression. In essence, Perodri embodies precisely what this moment demands and what is increasingly rare: a brand that genuinely is what it claims to be.

A LEGACY THAT NEEDED TO FIND ITS VOICE.

There comes an inevitable moment in the life of every great family-owned House: the moment when the next generation must make its inheritance its own. Not by preserving it exactly as it is, but by projecting it into the present, through today’s realities, today’s assets, and the expectations of contemporary audiences. It is both a delicate and an exciting moment. The legacy is real and invaluable, yet it can also become a burden if it is not reinterpreted for the future. The challenge is not choosing between heritage and innovation. It is translating the value of the past into the expectations of the present to secure future relevance.

Perodri had reached precisely that moment. Everything Carlos and Marisol had built since 1961—the workshop, the craftsmanship, the collections, the boutiques, a unique way of combining artisanal precision with human connection—was ready to be carried forward by a second generation determined to make that legacy living, contemporary, and unmistakably their own. A legacy that matters now more than ever: when the jewelry market is saturated with brands that speak about emotion and authenticity without truly possessing either. Perodri does. It has its own workshop. It has genuine craftsmanship. It has a family history that is not a marketing narrative, but the very reason the company exists. What it needed was the strategic architecture capable of helping the ownership position all that potential where it truly belonged.

Nadie recognized that Perodri’s authentic craftsmanship was not a nostalgic attribute, but the most difficult competitive advantage to replicate in today’s market. That insight became the foundation of a strategic culture rooted in the House’s very essence. From there, we developed its new identity—its narrative, language, and vision—and designed a comprehensive go-to-market strategy capable of bringing that vision to life across every brand touchpoint.

THE SETTING: FROM VISION TO COMPANY.

A strategy only creates value when it transforms the way a company makes decisions, sets priorities, and operates. For Nadie, our work does not end with defining a vision. It continues through its implementation.

At Perodri, this has taken the form of the strategic leadership role that Nadie frequently assumes for its brands. We guide the implementation of the project across every dimension of the transformation: product, identity, marketing, customer experience, digital, and the organization itself. Nadie coordinates key decisions, aligns internal teams, selects and leads strategic and creative partners, as Clase bcn for the creation and creative direction of its advertising, and develops the capabilities the company needs to turn strategy into reality.

Our objective is to create the conditions for strategy to become operational. To ensure that every decision, every investment, and every step forward reinforces our vision of the brand as the point where all the business’s growth drivers converge. Moving beyond strategy as a plan, towards strategy as a management discipline, one that evolves alongside the company and its people, grows with them, and ultimately becomes embedded in the organization’s culture, no longer dependent on those who first conceived it.