CORAL GABLES, Fla. — Victoria Casal, the pink-loving Parisian jewelry designer, is staking her claim in the U.S. — first stop, Miami.
“Miami’s a great starting point because its Latin women are glamorous. They’re not afraid of color, bold pieces or having fun with fashion,” said Casal, who earlier this month opened a 600-square-foot store here in Village of Merrick Park.
The firm, known for its signature girly jewelry, already has an 860-square-foot boutique in Place Vendôme in Paris and locations in Cannes, Moscow and Dubai. There are plans to open more U.S. stores, after testing the waters in Miami; New York, Los Angeles and Las Vegas have been mentioned. Last year, the company generated worldwide sales of $15 million.
Casal owns the worldwide luxury licenses for Hello Kitty and Disney and is known for items like pavé-encrusted pendants and leather handbags with the company’s signature motifs.
Steve Azoulay, the firm’s U.S. distributor, owns Casal’s Miami store.
The Miami store is similar in style to the Paris boutique, with its confectionery pink seating areas, ceiling lights and walls, mixed with contemporary touches like wenge wood, a zebra-print throw rug and a flat-screen TV. Casal always leans large mirrors against walls so shoppers have head-to-toe views when trying on jewelry.
“Small mirrors that display the neck only show how male-dominated the jewelry business is,” she said.
Casal also dusts off the industry’s traditions by designing everyday looks in two sizes, described as “baby” and “mama,” that can be worn casually.
There are many combinations offered for the best-selling chain-link bracelet with a flat, rectangular semiprecious stone and pavé diamonds. It retails for $690. This spring, she added four-leaf clover and palm-tree themes and an apple motif collection retailing from $950 to $1,750. Other collections feature whistles, dog tags, feathers and chain-link bracelets of wood, ceramic, yellow gold and pavé diamonds.
Azoulay, who plans to begin wholesaling the brand in March, estimated that in its first year the Miami store would bring in sales of $900,000.
“We’ll probably [go into] 15 to 20 department store doors this year,” he said.
Related Articles
You May Also Like
Casal’s next steps are launching a perfume later this year, opening six Victoria Casal jewelry stores in the United Arab Emirates by 2008 and three Victoria Couture stores that will carry Hello Kitty women’s wear and accessories, beginning with Place Victoire in Paris, followed by Rome and Saint-Tropez by yearend.
Last but not least, she’s developing a Victoria Casal women’s wear line for spring 2008.
“It’s a small collection of dresses and cashmere based on the same principle as my jewelry,” she said.