Post by Nathalie Colin

The most profitable jewelry piece in your assortment may not exist yet. Most brands make the same mistake of trying to appeal to everyone. They launch too many designs, countless SKUs, too many novelties. The iconic has always been my battle. At Swarovski, I had to fight hard to convince the marketing teams while the internal debate raged : does a fashion jewelry brand really need icons? Even the iconic Nirvana ring was once discontinued. That's how hard it is to defend an icon. An iconic piece is not an immediate best-seller. It takes conviction and perseverance. It's a piece that embodies a house's identity and becomes inseparable from it. One that transcends seasons. That is recognized at first glance. That often appeals across generations for self-purchase or as a gift. Iconic families, refined over the years, consistently become the most profitable in the assortment. After 35 years in the industry, including 14 years on the Board and as Creative Director of Swarovski, I've learned one thing : the brands that win long-term are those with the courage to build their icons, assert their distinctive identity and history, and the discipline to defend them season after season. This is what I do today for international brands, retailers, and family offices & investment funds investing in luxury : imagining tomorrow's icons and modernizing the existing ones. Do you have a jewelry brand? Let's talk icons. → [email protected]   #FineJewelry #LuxuryBrands #IconicDesign #CreativeDirection #LuxuryInvestment