For years, Carrera y Carrera, Spain's leading prestige jeweler, captured the
imaginations and hearts of jewelry lovers worldwide with its unique craftsmanship
and designs. In the process, the brand earned the prestigious reputation for being
called `jewelry for jewelers' in elite circles.



As its reputation and business grew, though, attention to detail, that is, the one-on-one relationships with its retail partners along with the marketing and merchandising support needed to succeed began to waver. A classic case for many businesses and Carrera y Carrera realized it was time to regroup. Now, the company, boosted with the financial support of its new parent Lladró, which acquired Carrera y Carrera in December 2001, is ready to come back to the U.S. market stronger, complete with new designs and a comprehensive retail support plan. To start, the company is refocusing its distribution to include a limited number of the most prestigious U.S. retailers in the country. “Our goal is to sell to 48 to 52 Couture jewelers,” says Carrera's Executive Director Jean-Luc Negre. “We want dealers to support the brand and dealers who understand the brand.”
In return, and as part of Carrera's relaunch, the company is offering its retail partners advertising, marketing and retail sales training support. “If you don't have the trust of the trade, you have nothing,” Negre explains. Carrera y Carrera is also holding trunk shows and public appearances by head designer, Manuel Carrera. These trunk shows will also be the perfect opportunity to highlight its new Haute Couture line which embodies Carrera y Carrera's signature look: a uniquely exclusive matte finish, achieved through the practice of a closely guarded family secret since the company began in 1885.
Carrera y Carrera's U.S. push is part of an aggressive worldwide expansion that includes the opening of two boutiques in Japan and one in Barcelona this year, bringing the total number of retail stores to seven. Although Lladró continues to support Carrera y Carrera in its ongoing growth and expansion, it is important to note, Negre says, that the brands are run completely independently of one another.
Negre assumed his current role in November 2002 after serving as Lladró's, Executive Vice President. Rounding out the U.S. team is Raquel Schuttler, former Director of Marketing for Omega, who joined Carrera y Carrera in January 2003 as Vice President Sales and Marketing. “With Raquel's many years of experience in the United States with brands like Omega and Baccarat, she is the perfect link to improve the service we offer here and to establish Carrera y Carrera as a luxury leader,” Negre says.


Carrera y Carrera's Barcelona
boutique is just one of its many locations worldwide. Now, the company is ready to concentrate more on the U.S. market with new designs and a new team ready to serve U.S. Couture retailers.

Carrera y Carrera's relaunch in the United States means a select group of Couture jewelers will be able to offer their customers distinctive jewelry.

An elegant necklace is just one of the unique looks offered by Carrera y Carrera.

www.carreraycarrera.com
Contact: [email protected]
(please credit europastar.com)


Source: Couture International Jeweler
June / July 03 issue