The concept of luxury is misunderstood very often. The concept is often oversimplified as if it is expensive it must be luxury. But it isn’t always about the money. Wasteful expenditure is not luxury; it is simply a waste of money. Luxury should also provide you value for money. Bijoux Terner with their range of semi precious jewelry and accessories has perfected their retail concept and they have branded it as Luxury at $10. They have effectively put forward the concept of affordable luxury. Now that they have consolidated their position in the market they are diversifying their business with the introduction of two new brands at higher price points. The new brands were launched during the IAADFS Duty Free Show of the Americas last month. They hope to give the luxury brands a run for their money.
The new brands are called Voux at $20 and X’est Jolie at $30. The new brands will maintain their separate identity but will be available in all their stores. Travel retail is their area of focus for growth. Panos Argyros who is responsible for their travel retail worldwide, disclosed that their new stores will be called Adixion and the first store will open in Miami Airport in two months. Voux is being positioned as a brand that combines quality with value. The products offered under the brand will offer a huge value to price ratio. There will be Voux watches with the rose gold look and cocktail rings with quartz gemstones.
The new X’est Jolie range will focus on natural pendants, leather wallets, jewelry with semi-precious stones and pearls, and Jacquard pashminas. You will have genuine quartz necklace available under the brand for $30. They are willing to go against the trend and promote affordable fashion. At the same time Voux will have a sub brand under the name Voux Sport. It will mainly have watches in attractive gift packaging. Deja Voux will be the other sub brand focusing on creating sets as gifts; a tie with matching cuff links, a belt with a matching watch or a watch with necklace and earrings. Bijoux Terner also has an agreement in place with A La Gate Carte. Bijoux Terner will launch its first A La Gate Carte at New York JFK Terminal 4.
