Reinventing in secret
18 January, 2012
The secret of the business duo formed by Daniela Luque and Augusto Rozo lies in the heart of Barcelona’s Passeig de Gràcia. A little over a year ago, the two high-end costume-jewellery designers created Croxé’s Secret.
The secret of the business duo formed by Daniela Luque and Augusto Rozo lies in the heart of Barcelona’s Passeig de Gràcia. A little over a year ago, the two high-end costume-jewellery designers created Croxé’s Secret, a studio space to entice the most inquisitive customers who are always seeking new experiences.
Croxé’s Secret is the latest venture from the jewellery firm Croxé, founded in 2005. The company, which set international expansion as one of its primary goals, opened a workshop of over 100 square metres in Terrassa just over a year ago and had a team of eight people. Today, that first business initiative has closed and been repackaged into an innovative and daring attempt to achieve a higher and more prestigious position for the firm.
That is why neither Luque, the heart and soul behind Croxé’s designs, nor Rozo, the firm’s manager, will reveal the address of the upmarket studio where customers are received. “We’re an oasis in the middle of the city, with a very different single-brand location. With this space, we want our customers to choose us, but we also want to choose them,” said Luque. Both for Augusto Rozo and for Croxé’s designer, knowing the full names of their customers and meeting them individually is very important. With this strategy they seek to set themselves apart in an industry where constant reinvention is the norm. In their studio they offer limited-edition artisan costume-jewellery pieces with prices that range from 80 to 600 euros.
Promoting the classic
The traditional word-of-mouth method is a key element in Croxé’s strategy. “Part of the studio’s charm involves creating a very special experience for our customers. Here they can tell us their tastes and we can listen…and more importantly, we can make new creations based on our firsthand knowledge of their preferences,” says Daniela.
Each season Croxé holds a show in a landmark Barcelona location to present and sell their collections upon request. The last exhibition, to which a large number of the firm’s best customers were invited, took place at the Hotel Florida in November. For the occasion Luque and Rozo presented a visual theme titled ‘Black’ to emphasize the inspiration behind the latest of their creations, classical dance.
Rozo sees clearly that “the crisis has changed our business strategy”. If before they looked abroad to markets like Australia, Europe and Japan, today the priority is Barcelona. “We have the opportunity to do something different and daring here,” said the company’s director with enthusiasm and determination.
For this pair of entrepreneurs who came to Barcelona from Colombia over seven years ago, enamoured of the brilliance and creativity of the city, the firm’s location in the Catalan capital has immense advantages. “People associate Barcelona with new ideas, colours and light. Saying that the firm is from here always gets a good reception,” they say, excited about their future and already thinking up new projects to start alongside their most recent “secret”.