Prestige Promenade pearls and sweets
Issue link: http://www.epageflip.net/i/457831
16 www.thejewelrybook.com Tirisi The Perfect Storm in Today's Fine Jewelry Landscape 3 Times a Lady T I R I S I J E W E L R Y O N T H E C O V E R For husband and wife team Natascha Zuchouwski and Julian Rotstein, there is little demarcation between work and play. The creative and business force behind Tirisi developed the brand as a true passion proj- ect, and their most inspired ideas come from spending time together on vacation and on long car trips. But just because ideas often are born out of casual moments doesn't mean that Natascha and Julian don't take their business very seriously. Debuting at the 2010 Basel Jewelry Fair, Tirisi Moda was launched to resound- ing success, opening in 70 AAA stores as a result. Tirisi Jewelry (more classic styles) launched soon afterwards, and Tirisi Accessories (handbags and keychains) is a newer brand extension that continues to be developed. Currently available in high-end retailers in the U.S, Europe and the Caribbean, they also have a standalone boutique in St. Petersburg, Russia and just opened a shop-in-shop concept in Abu Dhabi. How- ever, despite this impressive expansion in less than 5 years, Tirisi is extremely hands- on and highly invested in maintaining a personal touch. Natascha and Julian are always on the move, visiting new accounts for sales training and press events, and returning to existing clients for addi- tional training sessions. As a result, they are able to share the Tirisi story with their vendors, which can be then passed on to the customer. In addition, they want to make sure that every interaction with the brand is consistent, and offer a variety of customizable displays, showcases and marketing support. Extremely brand-savvy, the duo has spent countless hours developing a comprehensive brand presence, including identifying their target customer and her behavior so that the product will resonate with her aesthetic and lifestyle. Tirisi Moda is, as its name suggests, very fashion-forward, designed to refresh and complement a woman's ward- robe. The pieces are meant to be worn, not kept in a safe! As for the aesthetic, Natascha and Julian like to think of it as "feminine chic" - sophisticated but still accessible. Each of Tirisi's collections was born out of an ability to see design in everything, from the stitching on an unremarkable shoe to the lyrics of a song. My favorite example of the many that Julian shared is that of the "3 Times a Lady" collection. Inspired by the famous Lionel Ritchie song, Julian was listening and thinking that if he were a songwriter, it would be the perfect song to present to Natascha as a most mean- ingful gift. But since lyrics are not his talent, he decided to design her a ring BY ALLYSON BAINBRIDGE RICCARDI