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.