When they opened the first Aristocrazy shop on Serrano Street, in October 2010, the three brothers Suarez, Juan, Gabriel and Emiliano, were beyond nervous. But within two hours the store was full and that was not common. Luxury jewelers often intimidate customers. Perhaps it was the striking designs, the affordable prices, or the open doors of the store; the fact is that the first day of sale exceeded all expectations. Five years later, the company that started with three employees, has now 76 stores (17 abroad) 267 workers and keeps on growing.
It is true there are already very strong brands with affordable jewelry. But it was not the same. They decided to create Aristocrazy because there was nothing like what they wanted to do. The project contained some highly groundbreaking ideas. The first one, was not to create a chain of affordable luxury, or even less low cost, but a brand of true cutting edge luxury jewelry with all exclusivity and unbeatable prices.
While in Suarez the usual price of a jewel starts at 1,000 euros, in its second brand the average ticket per piece is between 160 and 500 euros. And although there are jewels in the catalog up to 2,000 or 30,000 euros, the customer finds offers from 27 euros. They wanted to value the know-how of their parents company, Suarez, founded in 1943, but reaching a wider audience. Juan Suárez, is one of the minds behind Aristocrazy. He has a Master’s degree in Gemology John and an MBA.
Juan states that those prices do not mean that the store has relaxed its standards of excellence. Their designs are glamorous and sophisticated. Everything they do is with noble materials: silver, silver-plated 18K gold, diamonds mounted in white gold, precious stones. They do not use glass or synthetic materials. They want the customer to bring value to their home.