CEO of affordable jewelry brand celebrates expansion in the national market

A brand specializing in the 18K gold and 925 silver plated jewelry market, Rommanel opens this Friday, the 15th, a new store in the Center Norte shopping center, in São Paulo. The space is part of the company’s expansion plans for 2024, which intends to open 40 new points of sale. Antonio Carlos Martins67, CEO of the group that already has 350 units across the country, with a presence in the United States and in more than 15 countries, spoke to the column about the national market for the sector.

How do you see the national market in the coming years? I understand that Brazil is a spectacular country of opportunities. Despite some problems, we are always optimistic. We understand that, regardless of any situation the country may face, the outlook is the best possible. And Rommanel has an accessibility proposal. I am often asked what social class we want to achieve. I say it is class G, class G of “people” (laughter). We seek to be the most democratic, in the best expression of the word.

And outside the country, how can you establish a competitive presence? Rommanel, since 1986, has been operating in some markets here in Latin America, such as Chile, Colombia, Peru, Central America, El Salvador, Panama. We have our own distribution, our own store in Miami, which becomes an export hub, and now we are also expanding to Europe. Miami today is a great hub. We already export to several countries directly.

Have Brazilians been able to consume more jewelry? We have pieces from 50 reais, 200 reais, up to a thousand reais, in short, of all values. Within this segment, understanding the average ticket that works in Brazilians’ pockets, we see an important consumption perspective. We are setting up a new factory that is already in production, including 925 solid silver, because we understand that it speaks to the younger public. Brazilian women are very vain and like to wear jewelry.

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How to stay up to date in such an unstable market? The market changes very quickly, both the way of consuming and people’s tastes and how they look at the issue of conscious consumption. We have a research and development team that works around the clock, understanding what is happening around the world and at the same time making adaptations for Brazil, so that we can understand what fits best here. The future for us is challenging, but we are happy to face it.