Destination jewellery brand DENIZEN has named Leila Chouk as Senior Key Account Manager for Travel Retail, in a move that further strengthens its position in the channel.
This follows the news that Sue Gosling, formerly Marketing Director & Chief Brand & Culture Officer with Harding+, has joined the business in a strategic advisory role.
Reporting to DENIZEN World & Destination Managing Director and CEO Estelle Baumann, Chouk brings expertise and a track record of success in commercial management, procurement and strategic partnerships to the DENIZEN team.
Chouk’s career in travel retail spans over two decades, including a period at Dufry (now Avolta) where she was Global Category Manager for Watches & Jewellery. DENIZEN said that Chouk would bring her experience in driving retail projects, managing complex negotiations, and leading teams across diverse geographies and cultures to the role.
As part of the new strategic approach curated by Gosling and Baumann, Chouk will be instrumental in developing and implementing DENIZEN’s travel retail strategy and expanding its portfolio. The strategic three-year focus for DENIZEN remains “to expand the business’ reach and own the destination category by using data and insight to curate and enhance the product portfolio for the right customer in the right location”. This builds on the successful local market portfolio that the brand has served for four decades.
DENIZEN World & Destination Managing Director and CEO Estelle Baumann said: “Leila’s extensive experience in commercial management, coupled with her exceptional ability to pinpoint potential brands and align products with the precise consumer profile, positions her perfectly for this role. The guidance of Sue in our strategic approach and Leila’s talent coupled with our magnificent core team, significantly enhances our travel retail team portfolio.”
Reflecting on the value proposition represented by the destination category, Chouk explained how the brand bridges the gap between traditional souvenirs and meaningful keepsakes.
“In today’s world, travellers often encounter the same jewellery and the same brands, whether they’re exploring new destinations or shopping online. Destination jewellery offers a unique solution by creating an emotional bond giving a sense of place to visitors and a sense of national pride to locals.
“This innovative approach, curating a specific design to the country or location adds a much needed connection between jewellery and souvenirs, enriching the idea of a Sense of Place with deeper significance.
“I am excited to join DENIZEN and contribute to its vision of redefining travel retail. The opportunity to play a key role in achieving the company’s strategic objectives is both inspiring and motivating. I look forward to leveraging my skills and background to drive success and create memorable experiences for travellers around the world.”
The addition of Chouk to the strengthened DENIZEN team reaffirms the brand’s ambition and investment “to become the number one destination brand, dedicated to excellence and innovation in meeting the needs of international travellers”.
The DENIZEN team will attend the major industry events in 2024 starting with Seatrade Cruise Global and the IAADFS Duty Free Show of thew Americas. ✈
*Click here for an interview with Estelle Baumann on DENIZEN Destination’s growth ambitions.
**As reported, DENIZEN Destination has become the exclusive media partner for The Moodie Davitt Report’s extensive coverage of the all-important Sense of Place concept and of related destination merchandise and jewellery content.
