Television classics increase jewelry sales by 30%


Even with the closing of trade for a long period last year, the jewelry market kept growing in the country. Brands such as the Montecarlo, focused on digital sales to supply the closing of physical points. Another strategy of the Brazilian brand has been the launch of licensed products. In partnership with other brands, pieces from series and films such as Friends, Harry Potter, O Magical of Oz e Game of Thrones.

Monte Carlo is now launching the Jolie Space Jam collection, in partnership with Warner Bros Consumer Products and in celebration of the film’s release Space Jam: A New Legacy. Made of 925 silver, the pendants feature characters such as Taz, Daffy Duck, Frajola, Piu Piu, Lolla and Bugs, starting at 250 reais. In conversation with Casual, Renato Balbi, CEO of Monte Carlo, talks about the brand’s business strategies when launching jewelry featuring classic fictional characters.

How does the partnership with franchises bring relevance to the brand?

Jolie by Monte Carlo is a brand that has a young spirit and always seeks to bring releases in tune with what is in evidence in the world. So, for us, it makes a lot of sense to launch franchise-licensed collections that are among the hottest topics right now. the new movie Space Jam is coming out this week, so we’re offering our audience a super cool new feature. We already have a long partnership with Warner Bros. Consumer Products and it’s always very interesting to launch these collections of charms with them, because fans of the series and movies end up knowing the brand and becoming our customers too.

How important is it for the brand to bring franchise items?

Attract new audiences and communicate with people from different niches that make up Jolie’s young, connected audience. We’ve already had licensed collections of Friends, Harry Potter, O Magical of Oz, Game of Thrones and all had great public acceptance.