«The current year will be one of predominant consolidation for us. It is important for me to be able to count on sustainable growth. We have sown several seeds recently and now the commitment is to take care of their development. We have just concluded the Rjc, Responsible Jewelery Council path, relating to the promotion of ethical practices for the construction of a responsible supply chain. In June we will finish the ISO 9001 certification process which certifies the quality of the company and which aims to improve production processes in terms of efficiency and effectiveness ». The speaker is Alessandro Saracino, CEO of Crieri, a Valencian goldsmith company that produces the jewelry brands Crieri and Poesia Gioielli, which closed 2021 with a turnover of over 12 million, an increase of 80% compared to 2020 and 40% compared to to 2019.
Strategic for the company is the implementation of distribution on the national territory. In 2021 the dealer network of the Crieri brand grew by 50 doors to 250 dealers. 2021 was also the year that laid the foundations for the development of the retail project that began with the opening of the Crieri e Poesia Gioielli corner at the Brian & Barry Building in the center of Milan. “We have a five-year plan for the opening of five single-brand boutiques – explains the CEO -. The first is scheduled for 2022 to continue at the rate of at least one per year. We have chosen to start the research of spaces and to invest in this sense in contrast with the situation of the last two years. We need to locate our flagships in strategic cities where it is possible for the brand to develop a relationship with local customers, which has always been of primary importance for us “.
And he adds: «Developing retail does not just mean opening stores: our strategy has a broader scope. We want to make available to the points of sale more and more tools that facilitate the work and allow staff training. We try to create a single front that includes single-brand stores and the network of dealers. The customer must receive the same welcome everywhere and be guided by solid skills. This is why we will soon launch a rather innovative online platform ».
The strong point of the maison is the launch of the Bogotà collection which features the Colombian emerald that the company selects directly on site. «A little over a year after its launch, Bogotà is already a pillar for us like our tennis bracelets. We can create “one of a kind” jewels with master pieces worth over 300 thousand euros ». In March 2020, in full stagnation due to the global contingency, Crieri developed the Poesia Gioielli project, a young brand that has developed a turnover of 1.5 million euros and is present at 120 retailers as well as being available through the sale online ( www.poesiagioielli.com ).