Established in 1929 in Vicenza, FOPE is one of the most beloved jewelry brands in Italy. Their innovative creations such as the FLEX'It line, have combined original, modern technology with bold stunning design. In 2023 the brand launched its first flagship store in Ginza, Tokyo. We caught up with Country Manager Momoko Ishida to see how the brand is doing following its first year in the Japan market.
Tell us about FOPE jewelry?
FOPE began in 1929 as a metal strap fabrication producer for the watch industry. Over the next four generations, that business evolved into jewelry design, combined with our engineering and fabrication background enabled us to create intricate yet strong designs that have been a staple of Italian jewelry for decades. The company went public in 2016 and has been one of the main established Italian design houses.
Please tell us about the technology aspect of FOPE design.
At our Vicenza factory, FOPE blends technology and craftsmanship to produce exquisite jewelry. Master goldsmiths collaborate with technicians, leveraging automated machinery and robotics for efficient production without compromising quality. A standout innovation is the Novecento Mesh, a distinctive soft gold weave crafted in 1980 by intricately crimping gold components, eliminating the need for welding. FOPE's patented FLEX'It system introduces microscopic 18 carat gold springs into the mesh, ensuring flexibility without compromising quality. This is one of the main innovations of our designs.
How is the brand being received in Japan?
I think the brand has been received very well, and we are growing quickly. The Japanese consumer appreciates our concept of "Everyday Luxury," luxurious yet versatile, comfortable, and genderless, minimalist yet refined. They appreciate the craftsmanship and quality of our pieces, resulting in strong sales. We have also seen a lot of celebrities and high-profile businesspeople wearing FOPE, which is fantastic to see.
What is your most popular line in Japan?
Overall, all our collections are doing well, but I would say our bracelets have been the most popular. In 2023, we launched a new necklace utilizing our FLEX’It technology and it has become one of our most popular items.
What was the concept/idea around opening a stand-alone store in Ginza with a cafe on the 2nd floor?
We like our clients to feel relaxed and comfortable, we want them to enjoy the experience of shopping with us, to take their time and enjoy a coffee, something to eat, or a glass of champagne, we also enjoy throwing parties and entertaining our clients in the spaces.
What is your background?
I have been in the luxury industry for the last 20+ years and have had the privilege to have worked with some independent brands in France and Spain, but jewelry has been a passion of mine throughout my career, and I would say all roads have led me here.
What is the favorite part of your job?
I visit at least one of the locations every day; I love to see our customers' reaction to the jewelry and how it makes them feel empowered. It’s very gratifying for us to see positive reactions and motivates us to continue to innovate and improve our product and level of service. Also, going to Italy to visit our headquarters in Vicenza is very inspiring too.
What can we expect from FOPE in 2024?
Currently in Japan, FOPE is present in 15 stores including our flagship store in Ginza. At the end of February, we will open our newest pop-up store in the Hankyu Umeda Department Store (in Osaka) for three weeks, and we are also planning to open new in-store locations at select department stores, as well as luxury watch and jewelry stores.
This year will mark a new phase not only in business development, but also in the positioning and branding of FOPE in the Japanese market.
For information on FOPE, please visit their Japanese site at www.fope.jp or international site at www.fope.com.
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