Euro Brands: Ti Sento Milano

Posted May 01, 2014 |

Ti Sento Milano's unique designs takes its inspiration directly from Milan, the fashion capital of the world. Feminine, chic and fasionable,Ti Sento Milano's bold but above all feminine creations are available in Australia.

What is the brand’s philosophy?
Ti Sento Milano’s philosophy was to create a fashionable, luxurious and accessible jewellery range that was of high quality and incorporated great attention to detail, with all stones to be hand-set during the manufacturing process. Today, this is still part of the brand’s DNA.

The fact that Ti Sento has different collections, whereby new products are often added throughout the year, is also a signature element of the brand.

This allows consumers to build on their existing Ti Sento wardrobe over a period of time, and to mix-and-match pieces from various collections.

How does this philosophy work within the Australian and New Zealand markets?

Hannes Coetsee, managing director of IBD

It creates a point of difference as well as a great opportunity for the savvy retailer, while supporting the store’s existing image. It also allows the retailer to offer a high-quality, stylish and colourful silver fashion line without the need to constantly price match a competing store around the corner.

What are the differences between the Australian and New Zealand markets and the brand’s market of origin?
Within European countries, the demand for – and general appreciation of – the brand’s designs and textures are much higher. This is due to the fact that Ti Sento’s twice annually released collections are inspired by European catwalk trends – something that Australia is slower in taking up.

How many stockists do you have across Australia and New Zealand?
We have 50.

How do you account for the brand’s success in Australia and New Zealand?
Bringing back the emotion and romance associated with buying jewellery is easy with Ti Sento as every release is supported by material that describes the inspiration behind each collection.

Once staff own this knowledge and are able to incorporate it into their sales discussion, the brand is elevated above plain generic pieces; it puts the store and its offering to the consumer in a totally different light.

What is the brand’s most successful/innovative marketing campaign?
We’ve found success with glossy print media and have recently employed a public relations company from which we are starting to see positive results.

A social media strategy is soon to follow that will support campaigns that are already in the pipeline.

What have been some major achievements/milestones for the brand?
Ti Sento was voted UK brand of the year in 2010 and 2011 (award program conducted by trade magazine Retail Jeweller) and was listed fifth top-selling silver brand in the UK in 2013 on Retail Jeweller’s Barometer survey.

What are the benefits for retailers stocking your brand?

Ti Sento’s distribution network is controlled in order to provide retailers with the all-important “point of difference” in a competitive market. They can capitalise on this to successfully build the brand for themselves within their demographic.

We consistently measure and give feedback on Ti Sento’s sell-through data in order to provide retailers with insight on what Australian consumers are demanding on a national level.

In addition to our Australian inventory being available for 24-hour delivery, we deliver special orders being generated by retailers who take full advantage of Ti Sento’s entire range (up to 700 different styles) in four to five business days.

How should retailers use your brand to improve their overall business?
As a stockist of Ti Sento, we don’t tell retailers what and when to buy, but as mentioned, we do give valuable feedback on what is working for a large percentage of our stockists by analysing the sell-through data.

Decisions are so much easier to make if part of the secret to success is known, and this data could and should be constantly used to review inventory and purchases.

What’s next for the brand?
Ti Sento has and will always be true to its philosophy. After all, those are the exact reasons why the brand was created and has consequently enjoyed 10 years of success.

In Australia, we will build on our existing successful stockist platform while continuing to work with a public relations company to introduce the brand and its philosophy to more local consumers.

Favourite product from the collection?
There are numerous classics in the range but in every new collection there are so many inspiring pieces in such beautiful colours that, as a jeweller, it is difficult to pick only one or two pieces. We truly look forward to and enjoy the unveiling of every new release.