The third store opening and more in the pipeline is the way forward on the Japanese market for the Danish jewellery brand, Carré jewellery, who this year celebrates their 25th anniversary. Carré introduced the colourful storeconcept in Japan for the first time in 2001 and are now ready to open their third store.
“We have for several years seen increasing demand for our designs on the Japanese market, which is why we have taken a strategic decision to focus on the great development potential there,” says Shiri Rosenzweig, founder of Carré Jewellery.
Japan is according Shiri Rosenzweig a market that must be handled very special. It is a very quality-conscious market where Japanese customers place high demands on the products, and it has great value to them that the product and the brand has personality.
With that in mind, Carré has for years worked strategically to get just right location in the fashionable Ginza area, which has a reputation for being one of the most luxurious shopping sites in the world. It has required quite an amount of patience, says Shiri Rosenzweig she is happy, and not at all nervous to open store number three in Tokyo.
“With two existing stores in Japan, we have already proven our concept. We have a pretty good feel for what the Japanese customers want and what they like about our jewellery. We know what works, so we have great expectations for this location. “
One of the things the Japanese customers keep returning for in Carré, are the many possible combinations of jewellery – something they do not get from other brands. In addition, the stores decor in pink and turquoise colors – is a universe that greatly stand out from other jewelry stores in Japan, and they find that quite authentic and attractive, says Shiri.
Shiri Rosenzweig, who has spent much of his time in Tokyo, believe they have found the key to the Japanese customers hearts.
“The Japanese are loyal and once they like your concept, it’s whole heart. They love gemstones and want authenticity. With us, it is our history and our quirks they fall for, “she says on its Japanese customers.