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Although the boom of silver in fine jewelry is relatively new in the US, Spain has a rich heritage of using it as the “third” precious metal. Distributor Amy Pollack explains, “The quality and craftsmanship of Spanish silver is similar to what [Americans have] known in gold lines.” Nowhere is that more apparent than with the Jorge Revilla brand. “It’s just like a gold or platinum piece,” Revilla himself asserts. “It’s the same workmanship, but with a different metal.”
Customers have taken not only to silver, but to Spain’s unique flair, as well. In general, “Spanish culture seems to surround this line,” notes Pollack. “We have retailers doing these Jorge Revilla parties”— complete with Spanish music and sangria. “People love [a trunk show like this] because it’s a fun thing to attend,” she says. Garrett Rudd of Scheherazade Jewelers in Minnesota concurs, “Our customers love … hearing that the designer originates from such a romantic city as Burgos, Spain.”
When it comes to sales, both customers and retailers are in a great mood, it seems. The brand has found the sweet spot, with average price points between $400 and $500, and sales have been strong. “The [American retailers] like this brand—especially in these times, when the jewelry business is slowing down. Customers are looking for new designs and are very open to silver.”
As a result, Pollack boasts, “The sell-through has been overwhelming. In some cases, pieces haven’t even made it into the case.” In fact, the brand’s growth domestically—in only one short year—has been explosive. “Every single day we’re getting new accounts opening up,” Pollack notes. “We have grown quickly in the US. The response from our retailers has been incredible. They call us to say, ‘We have never been so excited with any line we’ve ever purchased.’ Everything about it is upbeat.”
Revilla agrees wholeheartedly. “Every day we are opening more signature boutiques. People are very open to new ideas—open to our designs,” he notes. “Really, like never before, it’s the best market we ever had, in terms of satisfaction. Retailers are very happy with what they’re selling and calling us to order more.”
It’s not just a great price point, though, that drives sales. “The Jorge Revilla line is very fresh, crisp, and interesting. It is totally unlike any silver collection I have ever seen,” raves retailer Bob Church of Lasker Jewelers in Minnesota. “The look of the line is very different and fresh,” notes Pollack. “The use of his metals and textures makes him stand out.” The designer says of his overall aesthetic, “It’s all about comfortable
and classy. This mix makes our brand.”
Of course, quality counts, too. “When you hold a piece of Jorge Revilla jewelry in your hand, you know you’re holding a fine piece of jewelry. It has a certain weight, texture, and feel to it. … It’s not just in the way it’s designed, but in the way it’s made.”
Often, shoppers are shocked by the line’s prices. Revilla believes that even during a down economy, “you need to continue to give customers nothing but the finest.” Pollack elaborates, “Everything—from case displays to jewelry boxes—is first class.”
Another factor in the line’s popularity is its wide range of styles. “What’s interesting is that he has no particular common link or motif to his line, but it has a cohesive, distinctive look,” comments Pollack. Each of his collections has a totally different feel because they all represent something different. “The thing about this line is that it can sell from the small towns to the big cities,” Pollack remarks. “There’s really something for everyone—for every type of person.”
And the selection keeps on growing. “Jorge always has new designs. He is constantly designing—every minute of every day,” says Pollack.
Innovation is a key element of the brand. “During tough times, it’s even more important to invest in your designs and move forward,” Revilla asserts. “We are making more investments, doing more designs, helping customers more—and that makes a difference. I think we have the formula, you know?” JQ |
What’s New For 2010?
Jorge Revilla will be rolling out:
* Sterling silver rings and pendants with diamonds;
* Dark grey looks in Oyster Ruthenium™,
a bonding from the platinum family;
* Big, big bracelets and extra large cocktail rings;
* Oversized pendants, as well as variations in smaller versions;
* Neckwear with unusual links, silk cording, and fiber-optic threads.
“I like the new big pendant collection,” Revilla states.
“My favorite right now is the thumbprint pendant,
made in Oyster Ruthenium.”
Jorge Revilla On Inspiration
“Every season, we develop new designs based on the mood and the times. For me, it’s important to look at real life. When I go to a party, I watch how someone likes to dance and I imagine what kind of jewelry would be suitable for that person.”
“The feelings of people are the most inspiring to me: how someone feels about a first date or a special occasion or a meeting—all of these. It’s all about feelings. And those feelings are what make our new designs.”
“I enjoy things that have meaning in life: from wine tasting to the way I dress to my surroundings. We all have jewelry that means something for us. It is very attached to our feelings and memories. Shape, texture, stone, color—they bring us memories about childhood, about special times, about the person we were with at a certain point. And I want to express that with my designs.” |
