For the creative director of the brand, Juan Suarez, the most traditional of the Suarez Group, is making a kind of jewelry “that nobody has dared to do”. The creation of Aristocrazy in 2010, in the middle of a crisis, has meant the words of its creative director «an innovative and disruptive contribution» for the whole company, «integrating the world of jewelery in the field of purchasing and retail or fashion codes». What has allowed them to expand their clientele: “Aristocrazy is a jewelry aimed at more consumption on impulse and I would say that Suárez is more for special occasions”, summarizes the creative maxim of the young brand. For Benito, co-president of the group, “what we have done in the last eight years is to democratize Suarez.” All this with completely different creative teams and independence between both brands. The changes are happening quickly in May 2019 calendar Cute and reach the manufacturing, design, distribution, sales and customer service processes that the family controls to the last detail: “We are 100% vertical,” says Benito, who guarantees that all stages, from the careful selection of raw materials from countries such as Thailand, India or Brazil – “the best do not bring it to you, you have to go look for it” – until the commercialization in each of the physical stores.
May 2019 calendar Cute
Specifically, about the physical points of sale – they have come to sell some pieces through Instagram for customers with residence in New York – Gabriel emphasizes that these “today are extremely open and our customers see what goes on inside”. In his opinion, the redesign of its stores made by a French studio and the alliance with El Corte Inglés have allowed “many people have lost the fear of entering a jewelry store.”
On the future challenges of the company, Gabriel notes that «May 2019 calendar Cute must continue to consolidate in Spain, as well as deepen internationalization». All with own funds and in a sustainable manner. Recently three establishments have opened in France, two in Paris and one in Dijon. On the other hand, about Suárez Joyerías, it aims at its consolidation in Spain, while it indicates as a pending issue to leave Spain. “The first step will be to go to Mexico at the end of the year,” says the creative mind of the brand. In the opinion of Benito, of the second generation, “Suárez’s success is and will be not to lose the values of the jewelery but, at the same time, to be contemporary and innovative”. A success that, in part, they share with society through the Suarez Foundation with which they help Father Angel or go to scholarship to young design talents without resources.