Repossi Seeks Balance of Being a Niche Brand With Growth


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LOS ANGELES — Gaia Repossi and her family’s Italian jewelry brand walk that fine line between striving for greater brand awareness and a concerted effort to retain niche status. Repossi, who has served as creative director at the company since 2007, is in town to celebrate the brand’s launch at Saks Fifth Avenue in Beverly Hills. “We’ve been in the U.S. for the past six years and the strategy’s expanding. Beverly Hills is great for diamonds,” Repossi said of the unveiling at Saks. The brand is sold in 70 points of sale, including The Webster, The Apartment by The Line, Printemps, Le Bon Marché, Montaigne Market, Lane Crawford and Dover Street Market. That’s in addition to two flagship locations in Paris and Monaco. Opening additional flagships is in the works, but Repossi tempered those goals saying the growth would be organic in key cities where the brand already has awareness. Flagships Stateside would appear to be part of the plan. “There’s a big awareness here for the product and still in that niche very trendy way, which I love, in New York and L.A. and certain key cities,” the designer said. “I think the product is really appealing to certain tastes here in the States

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