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ZEADES celebrates its fifth birthday with a new jewellery collection for men and women entitled COLOR MY SKIN |
MONACO. ZEADES, the Monte-Carlo-based jewellery brand, is celebrating its fifth birthday with a new collection and a new website after a positive year in the duty free business during 2009.
To mark the fifth anniversary, the co-creators of the brand, Danielle Devreese and Frederic Brega, have spoken openly about the challenges of entering the duty free channel with their new-concept jewellery, which uses Italian leather in all its pieces.
“2009 was a challenging year and a positive year,” said Brega. “ZEADES is performing well and we can confirm the expansion of our network with a certain maturity on the concept and design.”
Brega revealed that the company’s newest duty free partner is Egyptair TFS in Cairo Airport Terminal 3.
The company’s latest collection for men and women is called COLOR MY SKIN. Among the pieces is the Subversive Whisper men’s line, pictured on this page.
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Subversive Whisper consists of bracelets, pendants, cufflinks, rings and watches crafted with Italian leather |
ZEADES co-founder Frederic Brega looks back
In his five-year review – edited below – Brega pays tribute to the travel retailers who have supported the brand over the past few years.
“We were certainly aware of the risks involved in launching a new-concept brand based exclusively on the use of genuine Italian leather. New products, especially if they are decidedly different, have a much harder time gaining acceptance in the world of duty free.
“From the very beginning, we believed in our product, and that gave us the courage to step forward and be seen, to work out the technical difficulties in matching leather and jewellery. Without that belief, ZEADES could not have become the major player in the duty free market that it is today.
“ZEADES is a niche market. Its uniqueness has become a success story, given it high visibility in existing markets. Naturally, the image has to be backed by substance. ZEADES’ basic assets are use of only the best quality genuine Italian leather and stainless steel as well as very competitive price positioning (€50 to €350 are the recommended retail prices).
“A rigorous selection criterion has made us really fortunate in our choice of partners. And we would like to thank those who have trusted in the potential of the brand and who have remained with us.
“Among our host of partners, we are proud to welcome aboard the ZEADES adventure our newest partner, Egyptair TFS in Cairo Terminal 3.”
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ZEADES jewellery is designed to be competitively priced, retailing from €50 to €350 |
Danielle Devreese takes stock
Looking at the brand’s achievements over the past five years, Devreese noted that the ZEADES collection had now grown to include 400 references for women and men in jewellery, watches and accessories.
She also pointed out the production challenges of combining Italian leather into all its pieces. “No other brand has made of genuine Italian leather the building block of its jewellery collection, and when we were setting up ZEADES, we immediately understood why: technically, it often is (and remains) an additional complication. In fact, two totally different professions need to be combined and to work together – jewellery making and leather manufacture.
“One of my only regrets today is that most people do not (yet) realise the hard work involved in the implementation of leather into design, nor the level of difficulty in producing fluidly cohesive items in two different ateliers. It is symptomatic of the sincerity in our quality level, something which is often neglected in our current ‘throw-away’ society. I insist on these values, and I am confident that I am not alone.”
In other news, the company has launched a new website at www.zeades.com.
For details, tel: +377 97 77 78 17, fax: +377 97 77 78 18 or e-mail info@zeades.com Visit www.zeades.com
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MORE STORIES ON ZEADES
ZEADES puts colour in your cheeks – 16/09/09
ZEADES is determined to sparkle amid the gloom – 23/02/09
ZEADES targets men with full-on collection – 02/10/08
ZEADES revisits Riviera chic in sporty collection – 28/07/08
