Quality is usually not the first characteristic that comes to mind when you think of the critical aspects of fashion jewelry.  This is a category where appearance, followed by price, seem to the key sales drivers.  If it is looks trendy and it the price is right, it will sell.

Not true, said David Benayoun, executive vice president, who runs the US business for Tamalet,  a French designer and manufacturer of fashion jewelry.  The company works with high-end to mass-market brands and retailers on runway pieces through to producing the final collections for retail.  Current clients range from Tory Burch and Ralph Lauren to Target.

“Consumers want quality at a fair price. If the quality is bad, consumers won’t buy from that brand or retailer again,” said Mr. Benayoun.

Tamalet works mainly with brass because it’s heavier and plates better than zinc. The company also investments using the best varnishes, which provide a protective coating on each piece of jewelry and give it greater durability.

While most fashion brands are convinced that they need to compete on price, Mr. Benayoun disagrees.

“Creativity is the only way forward.  Licensing drives quality down and leaves little room for creativity,” he said, discussing the practice of many brands to hand over their jewelry lines to licensees.” 

“We are able to work with our clients not only to help them with design development, but also to develop unique closures,” said Mr. Benayoun. 

 

European Quality at Asian Prices

"What sets us apart is that we can offer Italian quality at Asian prices," said Mr. Benayoun.  Our heritage is in Europe so we bring that level of design capabilities and production know-how. However, we produce in Asia so we are able to offer very competitive prices.

“We work with factories in China because China has the skilled workers and a very strong domestic supply chain,” said Mr Benayoun. “They have the experience to make very good quality products.”

Tamalet has European managers on site at each factory ensuring the quality of each piece of jewelry.  Quality control is performed throughout the manufacturing process in order to prevent errors.  In addition, Tamalet products are Prop 65 and Reach compliant.

“We’ve never has a return in the U.S. market…no claims either,” said Mr. Benayoun, something which is almost unheard of in the fashion industry.