By Bernardette Sto. Domingo
Turkish fine jeweller Roberto Bravo has braved many odds over the years to build a brand that constantly delivers unparalleled product quality and a unique customer experience. At the heart of its operations are gold jewellery pieces in contemporary designs that tell stories of nature, art and humanity.
The name Roberto Bravo has become synonymous with top-quality products and services since its inception in 1948. Now a leading fine jewellery brand in Turkey and a rising star in major markets worldwide, the company wants to further strengthen its relationship with consumers through new designs and clear-cut business strategies, according to Selin Nizam, marketing and brand manager at Roberto Bravo.
Building a brand
Asked what makes a brand stand out, Nizam was quick to answer “innovative products,” pertaining to Roberto Bravo’s one-of-a-kind fine jewellery collections.
“We are unique; we have always been extraordinary. We do not offer classic gold and diamond jewellery pieces,” she remarked. “We present gold and diamonds in eccentric and whimsical designs, which you can’t find anywhere else.”
Roberto Bravo specialises in fire enamel technique and a special colouring procedure, which give its handmade pieces a distinct character. Each piece also comes with a story, noted Nizam.
“Our main muse is Mother Nature because of her immense beauty and vivid colours. Our collections include pieces reinvented as flowers, trees, leaves, animals and insects in gold with diamonds, enamel and other gemstones. But more than that, a Roberto Bravo jewellery piece has to have meaning,” she added.
For instance, one of the jeweller’s iconic collections – Global Warming – features nature-inspired jewels that serve as a reminder about the dangers of climate change and man’s utmost duty to protect nature.
The brand believes that a piece of jewellery should not only be aesthetically pleasing. A Roberto Bravo ring, for instance, is more than just a ring because it is imbued with lush colours, intricate details and social relevance.
“Roberto Bravo creates jewellery for buyers who are looking for something different and exceptional. We also want to promote social consciousness about pertinent issues in the world through our products,” disclosed the company executive.
At the Istanbul Jewelry Fair in October last year, Roberto Bravo launched a new concept: Health is beauty, which was aimed at inspiring buyers to take care of their health. This theme did not materialise in any of the brand’s collections but it was presented through a massive art and jewellery booth display as a value-added service to buyers, continued Nizam.
Our collections include pieces reinvented as flowers, trees, leaves, animals and insects in gold with diamonds, enamel and other gemstones. But more than that, a Roberto Bravo jewellery piece has to have meaning. – Selin Nizam, marketing and brand manager, Roberto Bravo
Roberto Bravo is anticipating more solid growth this year, citing improvements in overall consumer sentiment as well as a more favourable business environment worldwide.
The year 2016 proved challenging to the international jewellery industry, with Russia – the company’s main market – bearing the brunt of the crisis, said Nizam.
“Business improved in 2017 as the situation began to stabilise. Russians are starting to come back to Turkey, particularly to Anatolia where Russian tourists buy their jewellery,” she noted.
Roberto Bravo also started selling in new markets last year, namely China, Israel, Greece and Spain. It also began exploring business opportunities in the US market.
Expansion and business development are the brand’s top goals for 2018, bared the company official.
Roberto Bravo regularly updates its highly sought-after collections such as Soul Dance and Global Warming. “Customers are always looking for something new and refreshing so we add new pieces to our existing collections. We’ve enriched our Soul Dance and Global Warming collections to include pieces with new designs and exciting colours,” Nizam noted.
The company also wants to take advantage of modern buying trends where empowered, professional women are purchasing jewellery pieces for themselves.
“In the past, women would wait for men to give them jewellery as gifts. But buying behaviours have shifted. Women are buying jewellery pieces for themselves as reward for hard work or simply because they enjoy wearing jewellery. We see this trend continuing,” she added.
The company is also targeting other markets this year to further expand its global reach. “We want to see our brands excel in new areas all over the world, especially in the US. We have been participating in US fairs but have yet to open a point of sale,” she revealed. “We are very optimistic about this venture because there’s genuine interest in our products and our brand from US buyers.”
Established in Italy in 1948, Roberto Bravo expanded its business from Europe to the Middle East, Russia and surrounding countries. Over time, the company started moving its production and design operations to Istanbul, which has since become its home.
Very early on, the company committed to build the Roberto Bravo brand as the most effective way to raise its profile in the global jewellery industry.
“Being a brand is important for us because we don’t just sell in Turkey but all over the world. Turkish people have yet to develop a brand culture when it comes to jewellery but buyers in other countries put a premium on jewellery brands,” Nizam remarked. “Our goal has always been to be recognised anywhere in the world. We want a buyer who sees our jewellery in a window display to immediately know that it’s a Roberto Bravo piece.”
Building a brand, however, takes time, effort, money and commitment. The process involves identifying what the product represents and what kind of buying experience the brand wants to give its customers.
“Over the years, we have developed catalogues, press materials and a brand book, among others, to make sure that we get our branding message across. It’s a long process but we know that our pieces deserve to represent a brand,” she stated.
Nizam credits the company’s success to exceptional jewellery designs and a competitive team behind the brand’s operations.
“Our teams are crucial to our success, on top of the products that we offer. Each and every Roberto Bravo staff loves Roberto Bravo. They are committed to bringing the brand to new heights,” she revealed. “You cannot sell a Roberto Bravo piece without telling the story behind it; the technique used to craft it. You need to know the piece and the brand. Our designs and the Roberto Bravo team – these are our recipe for success.”