On the runway to success - MCH Group

TRENDS PAGE 22
SATURDAY. MARCH 10. 2012
Brands for the world
The Pranda Group is conquering global markets with its lifestyle brands
Lifestyle brands are becoming
ever more important across the
world. BWDN spoke with Gregor
Kroll, managing director of
the German-Thai company
Pranda & Kroll, a specialist in
fashionable silver jewellery.
BWDN: What are the developments
in the lifestyle brands
Baldessarini, caï and Merii?
Gregor Kroll: We were able to virtually
double the turnover of the
brands in the last year and we foresee
substantial increases in turnover
for 2012. The brands have
strong representation in Europe,
Russia and the Middle East. In
Switzerland, we will introduce caï
across the country in April along
with the jewellery chain Christ. We
work with a very strong distribution
partner in Russia and are
expecting to see additional growth
of the Baldessarini brand in 2012.
Our partners in Dubai will also
open three caï shops in 2012. Further
caï shops are also in the plan-
Gregor Kroll, managing director of Pranda & Kroll.
ning stages in addition to the
opening of Merii shops.
This month we will be opening a
Baldessarini mono-brand shop in
the Marina Mall in Dubai. We are
A love of life
This season, glamorous black and white contrasts show off their sparkling side
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seeing the greatest dynamic on
this market at present.
BWDN: Do you have any other
sales channels?
1) Cristofoli | 2) La Reina | 3) Viventy | 4) A Cuckoo Moment | 5) Facet | 6) Dior | 7) Saint Honoré | 8) Anja Gockel | 9) Brumani
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Kroll: Yes, the in-flight business
is another excellent market. We
have advertised a Baldessarini
watch and a watch strap on the
cover of the Lufthansa in-flight
magazine and will offer the products
as part of the on-board sales
on Lufthansa flights until summer.
We have been able to secure
the Swiss airline for our Merii
brand. Another partner is Etihad
Airways based in Abu-Dhabi
which offers a Baldessarini watch
and strap as part of its on-board
sales.
BWDN: The markets of the Far
East in particular are booming.
Are your brands also represented
there?
Kroll: The expansion is going very
well in the Asian Pacific region via
our head office in Bangkok. We
are on the verge of signing several
contracts for the brand distribution
in the Far East. There is a
significant trend towards brand
jewellery in this region.
Back to the basics: nothing guarantees
a strong look better than a
combination of black and white.
From elegant understatement to
strong graphical accents, this classic
contrast never loses its impact.
Since this colour combination is
limited to two contrasting shades,
the diverse range of forms creates
even more dramatic effects. In
fashion stripes, checks and
hound’s-tooth patterns are skilfully
applied while abstract patterns
add a modern twist to the elegant
look. In jewellery, the colour
scheme highlights the extensive
craftsmanship of the manufacturers:
black and white diamonds,
Tahitian and South Sea cultured
pearls, white gold and platinum
are processed to create elaborate
items of jewellery which exude
timeless elegance and glamour.
Intense black and
shimmering white
The label A Cuckoo Moment is
making its debut at BASEL-
WORLD this year and features
pieces for those special moments
in life. Bracelets and rings create a
striking contrast with the graphically
processed silver material
which stands out against black
rayskin. The opaque moonstone
enhances the contrast between the
black and white and the shiny and
matt effects. Watches too are
incorporating the classic black and
white theme and feature lavishly
Fashionable jewellery made of 925 sterling
silver by caï.
BWDN: Which markets would
you like to conquer in the future
and with which brands?
Kroll: We will continue to
expand our global distribution of
the brands. The additional expansion
of the Asian market as well
as the Eastern European and
Scandinavian markets is a priority.
In general, we are striving to
achieve this expansion with all of
the brands. In 2012, we also want
to support our existing partners
and help them with their growth.
Interview by Axel Henselder ■
decorated faces and cases as a
highlight. Swiss manufacturer
Saint Honoré is also in tune with
the times, as demonstrated by the
new edition of the Opéra watch
model: the Opéra Black Eclair
comes in a new and particularly
seductive little black attire and
looks simply stunning in its contrasting
colours: the intense blackness
of the case magnifies the
watch finish to perfection. ‘Eclair’
is an exclusive innovation from
Saint Honoré, a special technique
which creates the unique, infinitely
dazzling effect of the pavé
diamonds. Pavé diamonds play a
key role in the ever-popular black
and white trend. Here the excellent
goldsmithing abilities of manufacturers
such as Facet, La Reina
and Viventy are paired with the
sparkling effects of the diamonds,
creating a virtually endless range
of options for incorporating this
exquisite interplay of contrasts.
(cete) ■
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