Where it all began one night of Sept. 1984 in St Barth, F.W.I.
DENIZEN® bracelet was born French in the luxury resort island of St. Barth. An American surgeon, passionate about astronomy, sailing and the island. One night of fall in year 1984, he was inspired by the apparition of planet Saturn in his new telescope, fine tuning the idea by his future founding partner who also frequented the island. He was a psychologist by trade and practicing in his hometown Paris, France. Mesmerized by the dazzling ring contrasting with the absolutely veiled surface an eye couldn't see, they had a revelation. The vision sparked more their imagination than it offered substance for their eyes to gaze upon. And so came about the Bracelet of St Barth, later named DENIZEN. They had been cogitating for some time about the idea to create a keepsake on par with the prestige of the island as a world class destination for millionaires and Hollywood A-lister visitors as their friends local retailers and jewelers by trade expressed frustratingly their inability to find the right product.
A highly respected Paris-based goldsmith was commissioned to manufacture the prototype and the first series of the initial orders placed by the finest French jewelers on island, many still in existence, have remained our loyal retailers to this day. Based on the planet two factors they observed, they replicated the rings into a high polished round shaped charm and an ''invisible" land mass of St Barts to the eye, epitomized by what will become our signature design the cutout of its map creating a stunning yet minimalist jewelry with an amazing sense of place everyone loved at first sight to this day.
The initial production was in 18kt gold to befit the fortunate well heeled who vacationed on island.
The idea to visualize mentally their own memories turned out to be overly astute. The precious metal echoed the epitome of luxury. The adjustable cord made of natural fiber of bamboo staples mirrored a bohemian exercise of French fashion reflecting the laid back demeanor of '' un je ne sais quoi" typical St Barth and St Tropez vacation style.
The splendid design was on point emblematic of the destination conveying an exclusive Sense of Place unanimously everyone identified with a remarkable thrill, which led to an instantaneous success still seen with new retailers in new destinations like yours. Today DENIZEN is sold in nearly 178 countries and territories. You can find our brand sold locally at airport by our retailer Santo in Milan, Italy and you will find us also with Sanjay at Mumbai Duty Free at the airport of the same city in India. The rest is history as we stock more than 5800 retailers worldwide and still growing.
And so was born the DENIZEN® Bracelet inspirited by the very same precept.
2. DESCRIBING THE DENIZEN ® BRACELET
Our signature concept was at inception a charm made exclusively in 18kt (for St Barth) and 14kt gold (for Ibiza) and other luxury markets / destinations. It was mounted on an adjustable cord (still most popular), leather or chain bracelet in which we cut out the discernible map of some specific destination, like yours and/or its related symbol.
More accessories were introduced subsequently to include necklaces, pendants, earrings, cuff links, brooches, key rings, necktie clips etc... We diversified our metal line to include sterling silver, stainless steel, even in limited series ebony charms filled with 24kt gold or lesser content.
Two factors help reinforce the cognizance of a location:
1. Retailers are allowed to market the design of their destination only. (Though we make exception to airport hub stores and cruise/ferry lines.
2. We devised an astute display to showcase but mostly to replicates the design of each charm in an over sized metallic disc in which we explicitly engrave the name of the location and perform the cutout of its map, thus it is custom made with each order received.
Different retail venues are given different displays. More on the subject in this weblink: displays
DENIZEN® offers 7 different collections that all share the same precept with the exception of Sextan which departs from our inceptive concept. Discover it and all 6 other collections in our brochure starting page 37 to 83.
Our designs incorporate 4 principal styling from the most minimalist design that appeal to both ladies and men to the glamorized design with diamonds. You can discover them all in our brochure or at our weblink: styles.
We appeal through our sub brands of DENIZEN to 3 different markets, which we differentiate through different logos, displays, packaging, retail venues and price points:
N.B. Our gold line is exclusively sold in luxury jewelry stores and elegantly packaged for each retail venue.
PREMIUM AND LUXURY LINES PACKAGING for silver and gold lines (notice the differentiation in logo to distinguish categories)
3. PROFILE OF DENIZEN® BRACELET BUYERS
DENIZEN® bracelets appeal to travelers, (visitors, guests, passengers) who are on a journey to create for themselves our motto Unforgettable Travel Memories™. Images of customers who send us back their photos to be posted in our social media seem to have no particular age group, confirmed in the online warranty registration. We appeal to both genders with our unisex model and we are not limited to any specific ethnic or cultural group. Take a moment to review our Instagram account with thousands of shining faces coming from all corners of the world. You will see from the classiest to the funkiest and from the youngest to the oldest.
4. PROFILE OF DENIZEN® RETAILERS
All of our retailers operate in the Travel Retail and resort destinations covering several retail venues.
On land: Luxury hotel/resort boutiques, spas, concierges, theme parks, golf/surf/ski pro shops, museums, tourism offices, airport duty free stores, border duty free stores, sea port shops, train stations, standard, jewelry and concept stores of touristic destinations.
On water: Ferry lines and cruise lines (porthole packaging . see above)
In air: Inflight sales (airplane window packaging . see above)
On Ice: From the North Pole, in Alaska to the South Pole in Antarctica and nearly all fashionable snow-capped mountain destinations of Europe and the American Rockies, including Canada.
Below are some images of various retailers around the world:
Your clear advantages in retailing DENIZEN®