Adaptability and a ‘Made in Italy’ tagline: These are the two mainstays in Milor Group’s bid to become a main player in European, and possibly global, travel retail.
The Milan-based jewellery company made its travel retail debut in 2017 with CTC-ARI Airports, part of the Aer Rianta International (ARI) group. Its Bronzallure range was featured at Larnaca International Airport.
“It’s time to get aggressive in travel retail; more Milor shops and shops-in-shops is what we are aiming for”
Over the past two years, Milor has partnered with Gebr Heinemann and expanded its travel retail network onboard selected Tui Cruises, Phoenix Reisen, Hapag-Lloyd and AIDA Cruises ships. Its jewellery is listed at Amsterdam Schiphol, Frankfurt and Tel Aviv Ben Gurion airports, as well as in a number of borders shops and diplomatic bases in Europe.
But, faced with changes in an increasingly competitive jewellery market, Milor Group Vice President International Development and Creative Director Albert Mouhadab believes that Milor’s travel retail footprint is not nearly big enough.
“It’s time to get aggressive in travel retail; more Milor shops and shops-in-shops is what we are aiming for. I believe the fact that our jewellery is ‘Made in Italy’ will play a huge role in our success in travel retail,” Mouhadab said.
The Mouhadab family’s jewellery business dates back to 1955 when Albert’s father, Joseph, set up a custom jewellery business in Lebanon. He made and distributed jewellery throughout the Middle East and Europe where he collaborated with leading jewellery and crystal brands including Swarovski. Civil war in the 1970s forced Joseph to flee Lebanon. He and his young family settled in Milan where he strengthened his contacts with European jewellery manufacturers and suppliers and set up Milor. The company took its name from Milan and the Italian word for gold, oro.A decade later, Albert and his three brothers had moved into the business, with Albert spearheading its development in TV sales through US channel, QVC. The group boasts a wide range of brands which include classic 18ct pieces with diamonds and precious stones, contemporary silver and alloy lines. In travel retail it focuses on selected brands including Bronzallure, Etrsuca and a new Albert M line. |
Milor Group Travel Retail Director Artemis Couroupaki said: “Milor Group is a versatile vertical entity, with a robust structure that was put together specifically to serve large-scale accounts. Being 90% an international B2B business since the beginning, it has been natural for us to keep seeking new markets to challenge Milor strengths.
“The diversity, the global reach and the continuous innovation that we see in travel retail compose a very attractive mix that resonates with our mentality as a group.
“Here we see the potential of volume business, but in a new honest sense, with high quality standards, for an experienced, global, fashion-savvy customer. This is incredibly sexy for us, because what Milor does best is top-quality 100% Italian volume business.”
Couroupaki believes that geographic exposure – Milor’s jewellery is sold in 40 countries – and increased brand awareness will “propel Milor’s growth to the next level”.
She noted that Milor’s brands are favoured in popular holiday destinations and onboard cruise ships where they are presented as the ‘ultimate quality travel jewellery’.
Milor’s brands are “synonymous with the Mediterranean spirit,” Couroupaki added. “They offer colours, the beauty of natural gemstones and Italian elegance; they follow centuries-old goldsmithing techniques and somehow present that friendliness and peaceful common sense of people who live off and by the sea.”
Couroupaki is adamant that Milor’s Bronzallure, Etrsuca and Albert M. brands “tick all the boxes in the travel retail client wish list”. They are, she said, “different, easy to wear and offer high value and quality, with the ever-discerning Italian-made touch”.
Mouhadab added: “I created Bronzallure based on the changing market and the demand for rose gold-coloured jewellery. The brand marries the best of Italian craftsmanship and design, combining a Golden Rosé alloy with 18ct rose gold plating.”
Bronzallure offers rings, necklaces, bracelets, earrings and charms in eight ranges which include Purezza, Altissima, Incanto and Preziosa. SoloMio and Alphabet lines can be customised and personalised through charms and initials.
Limited-edition collections are designed seasonally and upon request, such as an 18ct white gold plated collection which was designed for Gebr Heinemann.
Bronzallure has close to 60,000 Instagram followers and Mouhadab emphasised the role played by brand ambassadors and influencers. “We must keep up with the fast-changing market of millennials,” he said, adding that Milor is rebuilding its social media presence to ensure engagement above 300,000 visits per month.
He noted that Milor’s development over the years is testament to its adaptability and ability to embrace changes and challenges.
“We (my brothers and I) may not be Italians but Milor’s design and production in Italy allows us to express the country’s sentiments and passion. We need to get our message across; we are not a normal jewellery group, we are exceptional and we whole-heartedly invite everybody to discover us.”
