JNA Mar 2020

BRANDS 40 | JNA Mar/Apr 2020 Understanding pearls Anna Gaia, CEO of pearl jewellery specialist Utopia, also recognises the difficulty of pleasing the final consumer who is more discerning and sophisticated. Utopia is the fine jewellery brand of Italy-based Gaia spa. Two trends have recently emerged in the pearl jewellery sector, according to Anna: A reinvention of the classic look and a more modern, casual design. Since ultra-special and unique pieces don’t classify as everyday-wear jewellery, buyers remain on the lookout for an elegant piece for formal evening events. On the other hand, there is also a need for lighter, more subdued jewellery pieces that can be worn daily. This is where Utopia’s speciality comes to the fore. “The concept of Utopia is to give pearls a more contemporary appeal. Pearls are beautiful gems, but I sometimes feel that people don’t understand them,” revealed Anna. Using the pearl’s innate splendour and combining it with interesting aspects from history, art or nature, Utopia consistently offers inspired jewellery collections with South Sea and Tahitian pearls at the centre. Recently, the company started producing freshwater pearl collections, which are more affordable. One of the highlights of 2019 for Utopia is the Miró collection, which was influenced by the works of Spanish surrealist Joan Miró. The designs symbolise a gratifying contrast between the pearls’ delicate, smooth exterior and diamond-studded geometric patterns such as squares, rectangles and hexagons. Another best-selling jewellery line, Bolero, meanwhile drew inspiration from the jasmine, which commonly grows in Italy. The pearl-centric designs pay homage to the simplicity and purity of jasmine’s petals. Over the years, Utopia also started developing jewellery pieces with detachable pearls, making its collections evermore versatile – a trait that’s highly sought after by today’s female purchasers. Inspirations also come from customers whose suggestions are always taken into account, highlighting the need to maintain strong relationships with clients. “It’s important to listen to their needs. Whenever a retailer has an idea or a specific request, we try to consider it and see if it can be translated into a design or a collection,” the jeweller said. Utopia has made a name for itself in Russia, Kazakhstan, Azerbaijan, the Middle East and some Asian countries. Moving forward, the brand is setting its sights on the Asian market. “Asians have a certain affinity for pearls; it’s in their culture. We want to see if we can further develop this market,” noted Anna. “The combination of Italian designs and high-quality pearls can be attractive to Asian buyers. With more people having larger disposable incomes, Asia is poised to become the next frontier for the jewellery market.” Night Fever bracelet by Utopia Bolero necklace by Utopia