Chimento’s Strategic Vision: Empowering Growth in the UK Luxury Jewellery Market

Chimento, a distinguished name synonymous with Italian fine jewellery, is embarking on an ambitious journey to solidify its presence and achieve substantial growth within the United Kingdom. We recently connected with Michele Battaglioli, Chimento’s dynamic Sales Director, to delve into the brand’s strategic blueprint aimed at positioning the UK as its third-largest global market. This insightful conversation revealed a brand deeply committed to its heritage, innovation, and, critically, fostering robust relationships with its retail partners.

A Legacy of Excellence: The Chimento Promise

Across the UK, jewellers who proudly stock Chimento speak with unanimous admiration for the brand. This widespread acclaim is not merely a testament to the brand’s exquisite craftsmanship but also to its holistic approach to partnerships. Chimento transcends being just a recognisable name; it embodies a commitment to delivering superior quality products complemented by unparalleled support and ethical business practices. This dedication has forged a reputation for reliability and excellence, making Chimento a preferred partner for discerning retailers seeking to offer their clientele truly exceptional pieces.

The brand’s strategic roadmap for the UK, initiated in 2015, set an ambitious target: to achieve distribution across 50 doors by the close of 2018. As the deadline approached, Michele Battaglioli exuded confidence that this significant milestone would indeed be met. Despite the economic uncertainties introduced by Brexit, which impacted many European luxury brands operating in the UK, Chimento demonstrated remarkable resilience. In fact, the previous year marked several pivotal achievements, most notably the successful finalisation of a landmark partnership with national jewellery retailer, Fraser Hart.

Forging Strategic Alliances: The Fraser Hart Partnership

The collaboration with Fraser Hart commenced with remarkable success, following Chimento’s launch within the retailer’s newly revamped Brent Cross boutique. The initial performance was exceedingly positive, with Chimento pieces resonating strongly with customers. Reflecting on the past year, Battaglioli acknowledged the broader market challenges but underscored Chimento’s ability to thrive. “Undoubtedly, business faced headwinds from Brexit last year,” he stated, “but despite that, we achieved some very important targets in 2017. I am particularly proud to have introduced Chimento to Fraser Hart’s Brent Cross store, as we share deeply aligned views on business ethics and corporate values, which is fundamental to any successful partnership.”

Looking ahead, Battaglioli maintains a realistic yet optimistic outlook on the UK market. He recognises that challenges persist, but his confidence in Chimento’s growth potential remains unwavering, largely due to a deliberate strategy focused on fortifying relationships with existing retailers. This approach underscores a belief in sustainable growth, prioritising depth over sheer breadth, and ensuring that every partner feels valued and supported.

Unwavering Retailer Support: A Cornerstone of Success

“We cannot afford to ignore the prevailing market environment,” Battaglioli emphasised. “For this reason, our paramount priority is to focus intensively on our existing network of partners, providing them with comprehensive support to maximise the sell-through of our products. We are not driven by haste; instead, we embrace the time needed to build strong, enduring foundations.” This philosophy is translated into a robust support framework designed to empower retailers at every touchpoint.

Chimento’s commitment to its partners is manifested through a multi-faceted support system. This includes regular, personalised visits from dedicated local agents, ensuring ongoing dialogue and immediate assistance. Extensive brand and product training sessions are meticulously designed to equip sales staff with in-depth knowledge and compelling narratives about Chimento’s collections, enabling them to confidently engage customers. Furthermore, Chimento provides expert guidance on visual merchandising, helping retailers create captivating in-store displays that showcase the jewellery in its best light. Targeted advertising support, both national and localised, also plays a crucial role in driving customer awareness and footfall.

As a family-run business, Chimento possesses a unique agility and flexibility that allows it to tailor its support to the specific needs of each individual client. This bespoke approach means the brand can react swiftly and effectively to partners’ requests, offering customised solutions. For instance, upon request, Chimento can actively support retailers with local advertising campaigns or co-host special in-store activities and exclusive events, creating memorable experiences for customers and fostering community engagement.

“Our ability to be flexible and quick is a significant advantage,” Battaglioli explained. “Generally speaking, we invest a considerable amount of time and resources into comprehensive brand and product training. Our local agents make it a point to visit most of our partner shops every six to eight weeks, specifically for this invaluable activity. This hands-on, consistent engagement is absolutely crucial for any luxury brand aiming to significantly increase its brand awareness and ensure consistent brand messaging at the point of sale.”

Distinctive Edge: Chimento’s Unique Value Propositions

In a competitive market, Chimento distinguishes itself through several compelling unique selling propositions. One standout feature, particularly when compared to other Italian jewellery brands, is its offer of complimentary insurance against theft and robbery for all its jewellery pieces. This exceptional benefit provides customers with invaluable peace of mind and, as Battaglioli highlighted, serves as a powerful talking point that sales staff should actively communicate to customers in store, reinforcing the brand’s commitment to customer satisfaction and confidence.

Beyond security, Chimento also prides itself on its remarkable ability to satisfy almost any request for customisation. This bespoke service allows customers to acquire truly unique pieces that reflect their individual style and preferences, further enhancing the luxury experience and fostering a deep personal connection with the brand. From subtle adjustments to significant design modifications, Chimento’s artisans work diligently to bring individual visions to life.

Innovation extends to Chimento’s marketing and operational strategies. In September, the brand was set to unveil a refreshed window display concept, alongside a new advertising campaign and an enhanced website. These initiatives are meticulously crafted to modernise Chimento’s aesthetic, captivate new audiences, and streamline the customer journey in the digital realm. The brand has also wholeheartedly embraced social media, implementing a successful, dynamic strategy to connect with a broader, contemporary demographic, sharing its story and stunning collections through engaging digital content.

Internal Transformation: Fueling Future Growth

On the product development front, Chimento has proactively sought fresh perspectives by bringing in new talent. Battaglioli elaborated on this internal transformation: “As a Team, we have dedicated significant effort over the last 18 months to make the company more modern, agile, and efficient. I am incredibly pleased with the tangible results of this hard work. We have recently implemented a state-of-the-art IT system which will revolutionise our manufacturing process, allowing us to accelerate production timelines and plan our stock levels with far greater precision. Furthermore, we have strategically hired new colleagues from diverse professional backgrounds, beyond traditional jewellery, to infuse our operations with innovative ideas and fresh approaches. Our design team, too, has been significantly enriched by new talent with extensive international experience, hailing from prestigious universities and design schools, bringing a global perspective to our creative output.”

Evolving Aesthetics: Responding to the Modern Jewellery Buyer

To meet the evolving demands of today’s gold jewellery buyers, Chimento is unequivocally committed to continuous evolution and staying relevant. This commitment is evident in its design philosophy, with collections now featuring noticeably less bulky profiles than in previous years. This shift is a direct response to two key factors: the fluctuating price of gold, which necessitates more refined material usage, and a growing consumer preference, particularly in the UK, for more discrete, elegant, and feminine jewellery pieces over bolder, statement designs. Today, the majority of Chimento’s exquisite products retail within a highly competitive price range of £400-£2,500, offering exceptional value for high-quality jewels meticulously crafted from luxurious 18ct gold and often adorned with dazzling diamonds. This pricing strategy makes aspirational luxury more accessible without compromising on the brand’s hallmark quality.

“The market landscape has undeniably changed,” Battaglioli affirmed. “It is imperative that we continuously adapt our entire offering – from design aesthetics and price ranges to our service excellence and fundamental ways of thinking and selling.” This agile approach ensures Chimento remains attuned to consumer desires and market dynamics.

Reflecting on the enduring allure of gold, the Sales Director shared a profound observation: “During the Easter holidays, I had the privilege of visiting the British Museum with my daughter. There, we marvelled at gold jewellery dating back to ancient Egypt, pieces that were created over 4,000 years ago. If gold could endure for four millennia then, why should its appeal not last for another four thousand years?” This powerful sentiment underscores Chimento’s belief in the timeless beauty and inherent value of gold, positioning their creations not just as accessories, but as enduring legacies.

Strategic Expansion: Mapping Chimento’s UK Footprint

In the UK, Chimento is keenly focused on deepening and expanding its successful partnership with Fraser Hart, envisioning even greater collaboration and reach. The brand also aims to establish a stronger presence within prominent shopping centres, a strategic move informed by consumer footfall data suggesting these locations are key hubs for modern shoppers. Chimento is actively seeking new retail partners in strategically important cities across the UK, including vibrant urban centres such as Manchester, the historic capital Edinburgh, the charming Canterbury, and the burgeoning city of Hull. These locations have been identified for their strong economic potential and discerning customer bases.

Currently, Italy remains Chimento’s largest market, accounting for approximately 50% of the brand’s turnover, with the United States also representing another significant and thriving market. Working in close collaboration with the brand’s dedicated sales agents for the UK, Michele Battaglioli is resolutely focused on realising Chimento’s ambition: to elevate the United Kingdom to its coveted position as the brand’s third biggest global market. This unwavering dedication, combined with a clear strategic vision and a commitment to excellence, positions Chimento for a future of continued success and prestige in the dynamic world of luxury jewellery.

News Source: professionaljeweller.com