Where it all began one night of Sept. 1985 in St Barth, F.W.I.
DENIZEN® bracelet was born French in the luxury resort island of St. Barth. An American surgeon, passionate about sailing had a soft spot for this speck in the Caribbean Sea. One night in fall of 1985, he was inspired by the apparition of planet Saturn in his new telescope that adorned his beach house. Mesmerized by the dazzling ring contrasting with the absolutely veiled surface, he had a revelation. The vision sparked more his imagination than it offered substance for his eyes to gaze. And so came about the Bracelet of St Barth, later named DENIZEN. He 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.
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 are still in existence, remain our loyal retailers to this day. The protocol called for the replication of the precept observed on Saturn. An ''invisible" land mass of St Barth epitomized by the cutout of an abstract map in a stunning yet minimalist round charm to portray the planet ring. The initial production was in 18kt gold to befit the fortunate few 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 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 150 countries and territories. You can find them locally at airport retailers like Santo in Milan,Italy and Sanjay in Mumbai airport, India. The rest is history.
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 or its related symbol where it is retailed.
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®