Page 10 - TFWA World Exhibit 2023 Special Edition

INSIDER

As part of the new corporate revitalization, Bijoux Terner was shooting a new advertising campaign on location in Miami style wIthout boundarIes
this summer. New CEO Carlos Cohen is flanked by Amy Lipson, Head of Product Development, left of Cohen, and Allison
Vorcheimer, Director of Marketing & Merchandising, on the right, along with two of the models in the new campaign.

Bijoux Terner revitalizes, expands under new ownership

Iconic travel retail and resort lifestyle accessories from sunglasses and fedoras to The company will also add an enticing
brand Bijoux Terner is undergoing an neck pillows, and more. promotional offer (ie. “two for XX”) to
expansion into the U.S. domestic and All products are exclusively designed encourage customers to mix and match
Caribbean retail locations and online sales, and driven by extensive trend and market their favorite items.
increasing its presence beyond the airports, research, with cross-merchandising and At the current time in the U.S., items
ports and cruise lines where the brand first increased UPT (items per customer) in are priced at $15 each, and two for $25.
launched back in 1997. mind. “We are thrilled to extend the
The company recently changed According to Bijoux America’s new accessibility and recognition of the Bijoux
ownership, being acquired by a group of CEO, Carlos Cohen, the company currently Terner brand beyond the travel retail
businessmen who purchased the company offers a limited assortment on 3rd party space,” said Allison Vorcheimer, Director
from the investment firm which had bought marketplaces, including Amazon, but the of Marketing & Merchandising. “Our
a majority share of the company from forthcoming Bijoux Terner e-commerce valued customers can now forge deeper
founder Solomon “Moni” Terner back site will offer an expanded digital offering connections with the brand, eliminating the
in 2006. At its height, under Moni and “empowering customers with more choices need to wait for their travel adventures to
daughter Rosa Terner, Bijoux Terner was in and convenience,” he said. indulge in our products!”
some 700 travel retail locations worldwide. “The new ownership is really “We’re always innovating and
The new company, Bijoux America, investing in growing the company even bringing in new products within the
will retain the renowned Bijoux Terner bigger than it once was,” says Cohen. category of resort lifestyle travel
brand name and merchandising concept. “We’re hiring new people. We’ve put in a accessories. As new trends emerge, we’re
The new owners are focused on new head of marketing, we’re improving always introducing new items, but we’re
revitalizing the brand, investing in the SEO, and we are expanding onto other not walking away from our lifestyle
marketing and its innovative distribution islands. concepts,” explains Vorcheimer. “And with
strategy, and bringing the brand to more “Our vision is to reach every people traveling so much they are buying
retail locations and other channels. As in consumer in the world-- while maintaining on impulse, and buying more than ever.”
the past, the product portfolio encompasses the essence in which the Bijoux Terner While not confirming where the new
bags for every occasion – from canvas concept was built.” domestic Bijoux Terner locations will be
beach totes to glittery evening clutches; A key hallmark of Bijoux Terner found at this time, Cohen says that the
textiles from beach cover-ups to shawls; has always been the single price point brand will be partnering with some of the
watches for every fashion style; a full strategy, which will persist to retain the major retailers in the U.S. fashion, adventure, affordability
collection of jewelry; and travel and other essence of the brand’s history, said Cohen. “My vision is to reach every consumer Destination style.
www.bijouxterner.com
October 2023 10

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TFWA 2023 cover-37.indd 10 9/19/2023 12:49:48 PM