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

Jean Cocteau x Atelier Paulin

“We need a new language to appeal to the 20-30-year-olds who often know nothing about this surrealist artist, writer, poet, philosopher, filmmaker, painter....

Digitalization: a user’s guide

Following a recent webinar I took part in on the subject of digitalization, I received a number of  questions. Here are a few thoughts from the TFJP team,...

Inspiring French designers

In my view, some French designers seem to have everything it takes to survive the current turmoil – and not just because their exquisite jewelry is...

Paired earwear

With Paired, Kate Fichard and Margot Grangeon have created the first brand of earwear jewelry to dress hearing aids. The auditory equivalent of eyewear.

"It's time to change!" by the Madnetwork consulting agency

“It is undoubtedly the luxury segment that has suffered the most from the crisis,” the Madnetwork consulting agency’s study states.

Courbet raises €8 million in funds

In the midst of the lockdown, Courbet succeeded in raising an impressive €8 million. A conversation with Manuel Mallen, founder and president of this...