Nomination, the Italian jewellery brand famous for its modular stainless steel and gold bracelets, is preparing for new expansion moves. The Florentine company, which will celebrate its 40th anniversary in 2027, continues to show strong growth in both sales and retail presence.
“2024 was an extraordinary year,” said Alessandro Gensini, Marketing and Communications Director and son of founder Paolo Gensini, in an interview with FashionNetwork.com. “We exceeded expectations with a turnover of more than €60 million, a 30% increase. We are confident that we will maintain this momentum into 2025.”
Gensini noted that all product lines performed well, especially the modular bracelets and links, which have sparked a collecting trend in many markets. He explained that Nomination has pioneered the idea of “accessible luxury” jewellery. With gold prices rising sharply, their combination of stainless steel and gold appeals to younger buyers looking for high-quality, customisable pieces made in Italy.
The company’s production figures are equally impressive. Nomination produces between 15,000 and 18,000 links every day at its headquarters in Florence. Last year, it sold 3.25 million links and 850,000 fashion jewellery pieces.
Europe remains a key market for the brand, with Italy and the United Kingdom making up a significant share of sales. Retail expansion continues to be a strong focus. “Last year, we opened nine standalone stores,” Gensini said. “We opened locations in Sofia, Dubai, four in Türkiye, two in South Africa, one in Azerbaijan, and another in Glasgow just a few weeks ago. We are planning more openings in England and Türkiye before the end of this year.”
Looking ahead, the company has several new projects. “Besides opening standalone stores, we will also focus on shop-in-shops within independent jewellery retailers,” Gensini explained. “We are working on new collections and new symbols to keep our designs fresh.”
From a marketing perspective, Nomination is preparing a new advertising campaign that will launch in September. The campaign will build on the current one and will highlight the brand’s heritage in Florence, its family roots, and its ongoing innovation in the jewellery industry.
Social media and collaborations with selected content creators will play an even bigger role in the brand’s communication strategy. “We want them to be the ambassadors of our brand values and the unique style of our jewellery,” Gensini added. “Nomination is and will remain an accessible luxury for everyone.”
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