Business

06 November 2015

The Ofée phenomenon

Ofée is an iconic brand of “small jewelry”, this new market segment consisting of accessible and trendy precious jewelry.

 Our jewellery is on the border between fantasy and precious“, explain Valérie de Mazières and Anne Scelo, the founders of the brand launched in 2006. Their price range is between 310 € and 5,000 €, with the high end representing only 15% of business. The fashion spirit that characterizes the pieces tends toward fantasy while the materials are those used by jewelers of Place Vendôme.

Officially, the jewelers of Place Vendôme don’t recognize this brand as a serious competitor because it hasn’t the prestigious brand story as a guarantee of excellence. A mistake, because customers are increasingly receptive and open to this deconsecrated jewelry akin to a fashion accessory. As for prices, they are perfectly adapted to the purchasing power of the somewhat neglected French customers. The brand is also full of highly creative ideas like the earring bar offering the opportunity to buy single earrings to make up a customized pair. And today, the brand is making a move upmarket with more impressive jewelry pieces and strong communication adopting all the codes of a luxury house.

Most popular articles

Mouzannar, from one generation to the next

Beirut’s historic souks are now but a memory. But this is where Selim’s story began.

Journey around the Workbench: the Bench Peg

When new, this small board is a rather underwhelming object, with no intrinsic value. But over time, It’s a real wonder.

The Trunk Show Trend

The trunk show is to the designer what the concert is to the musician: a way to meet the public and generate sales. Long practiced in the US and Asia, the...

Auctions: does brand-new jewelry have a place?

Well aware of the difficulties in selling contemporary jewelry, Sotheby’s is exploring a new path.

News from Selim Mouzannar in Beirut

“Believing and fighting for peace is our hope.”

The revenge of cultured pearls?

The market is completely out of whack, and nobody knows for how long.