Carlo Bartorelli on the effectiveness of selling a brand

«The story of my long career has seen numerous moments of transformation in the jewelry sector. Covid accelerated a process that was already underway and led companies to make strategic choices and, now more than ever, they are looking for greater visibility and are oriented towards the flagship store. As we are already present in prestigious tourist locations, we have been chosen as partners by some well-known highend brands such as Hublot and Bulgari (Patek Philippe will also be opening soon), so we are already operating within these strategies. If I were to describe a current snapshot of the retail market, I see a world made up of small shops that absolutely must be maintained because they are part of the culture of popular jewelry. Jewelry is for everyone and it is right to support small businesses. Nevertheless, it is essential to focus on the internal organization, the structure and manage the boutique like a company with the approach of a true entrepreneur. This is the only way to be competitive. As for brands, with their exponential development, jewelry has radically changed. I remember as a child in the 1960s, gold was sold by the kilo and the price was displayed outside the stores. Nowadays, it is the brands that dictate the rules and the fashion brands that have entered high jewelry that launch new trends. However, to understand the right product, you have to know your customer and establish a relationship of trust, because it is only through this privileged relationship that you will know what is missing in your showcase. Obviously, aside from research, it is the story around the jewelry that is the driving force. We have customers who choose us first and foremost because we are Bartorelli and then they think of the product, the brand. But let's not forget that precisely due to this trusting relationship you create with the customer, being unique is what always reaps rewards. Hence our claim, Be Rare and Unique, which underlines this approach perfectly. There is a customer for everything these days. In addition to those who only ever look for brands, I find there is also a rebound, in other words, an important clientele that has tired of brands and wants something special. My organization is based on truthful communication, which must correspond to what you actually do, on the fact of working with competent collaborators and on the ability to understand the various types of customer, which, in my opinion, are three: the investor, for whom you have to have the right channels to offer him what he wants, especially with regard to watches, the enthusiast and the serial buyer, for whom you create a dream and must always aim to make him feel good. The location is also important in order to understand which jewelry to offer based on the type of clientele. For us, for example, Forte de Marmi, which has an international clientele, is great, while Cortina is more Italian and Riccione lives off its historical clientele. In general, I prefer to work on my Bartorelli jewelry and direct my efforts there, or on historical brands such as Cartier, Bulgari and Vhernier, which are always in great demand. Projects for the future? My dream is Milan.»

Federica Frosini, Editor VO+