Page 14 - TFWA World Exhibit 2023 Special Edition

INSIDER

Iconic Spanish pearl brand Majorica debuts its first
U.S. store in Miami

Distinguished Spanish pearl brand
Majorica, a long-time leader in global
travel retail jewelry, opened its first U.S.
store in August, situated in the upper level
of Miami’s famed Aventura Mall.
With a rich heritage spanning more
than a century, every Majorica pearl is
organic and each piece of its elegant
jewelry is hand-crafted.
“After meticulous market research
and in-depth data analysis, we have
strategically selected Miami, Florida as the
inaugural hub for expanding Majorica’s
distribution across the United States.
Aventura Mall stands as an ideal gateway,
granting us access to a dynamic blend of
guests who already hold a keen apprecia-
tion for our brand,” reveals Elena Stungis,
Vice President of Sales for the U.S., Opening the first Majorica jewelry store in the U.S. was (from left) Elena Stungis, Majorica’s
Canada, and TR Americas. Vice President of Sales for the U.S., Canada, and TR Americas; Spain’s Deputy Consul in
“With great enthusiasm, we are Miami, Sofia Ruiz Del Arbol Moro; Majorica CEO Didier Grupposo; and a member of
excited to offer our extensive assortment Majorica’s ownership group.
of more than 700 items, tailored to cater
to the diverse tastes and preferences of
pearl aficionados. We have even created to Aventura Mall are travelers. expansion into the United States with its
an exclusive necklace just for the Aventura “They are traveling from other states, own store is a “monumental” step.
Mall store opening!” or from Europe or Latin America. Some The brand is currently in about 70
Majorica has a strong connection brands say that 60-70% of their Aventura countries post-pandemic, and Stungis
to travel retail. Stungis tells TMI that as Mall customers are travelers,” she says. says that she is looking for some new
many as 90% of the clients who enter the “Aventura Mall’s press agency works very distributors in South America.
Majorica store say that they already knew tightly with tourism departments of Miami “We are also coming back on the
the brand, either from purchasing it or Dade County because they know that this is cruise ships. In airports we recently
receiving it as a gift from Spain, or from the customer.” restarted with Aer Rianta in Montreal and
seeing the pearl jewelry on a cruise ship or In fact, the majority of the customers are in conversations with Dufry.
other travel venue. that shop with Majorica are either from “However, we feel that in the
“So there are many, many people who Colombia, Venezuela or out-of-state and Americas our main target is to develop the
have actually discovered the brand while here on holidays, she says. brand in the shopping centers of the United
traveling and visiting in duty free shops.” Majorica has been selling in the States and Canada, and we plan to roll out
In general, about 50% of the visitors U.S. through other stores, and says that its the business model we set up in Miami.
We are also going back into department
stores,” says Stungis.
Majorica is also distributed on
Saksfifthavenue.com, Neimanmarcus.com,
among others, and has recently relaunched
the Majorica U.S. website.
“Fashion trends are just creating this
wave that we are taking advantage of,”
confirms Stungis.
“The modern designs that we develop
with our research and development team,
that we come up with on a regular basis,
also attract new younger and more modern
customers. Majorica is for everyone, so

Fashion show highlights, with haute couture
designer Paola Estefania.

October 2023 14 39 April 2023 Summit of the Americas

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