Alberto Piaserico CEO MISIS - Interview

From family to worldwide enterprise. From jewellery to the total look. Interview with Alberto Piaserico, general manager of Misis.
By Maria Elena Bonacini

The sea is one of the main Misis themes. Which horizon are you looking to in terms of markets?

The main markets that we want to acquire are primarily the eastern ones, not yet ripe, which are quite keen to discover the rest of the world and especially very oriented toward new things. Since they have grown suddenly they don't have a cultural background in the fashion sector like the European or American markets do. On one hand, from a business point of view, you find contacts who are more willing to listen to and see new things; on the other is a consumer who wants to discover "Made in Italy" and "Made in Europe". However, in order to move toward those markets, we need to consolidate at home, because the beauty of the object goes hand in hand with a marketing investment in the brand, strengthening our presence in the Italian and European market in major cities.

How is the Italian market going?

Although it remains stable for us, this is not an easy time for the Italian market and the situation is not improving much because we work in a sector that will never again have the appeal that it once had. Or rather, it can reacquire it if it is interpreted differently. We have lived through, not only a global crisis, but also a strong crisis in the sector. This is why we turned toward a different product, in order to move into purchasing situations that go beyond traditional ones, for example connected to the fashion industry.

Does the structure of the new single brand shops reflect this way of thinking outside the box?

Yes. We want to create a retail location appropriate for our product. We want to make it so that the customer no longer thinks about going to a jewellery shop, but to the Misis shop, not only to buy a ring, but to purchase something original that carries a strong emotional element with it. So the concept needs to be different and the single brand shop allows that to be done. In any case it will never be the only channel because along with this we'll be looking for department stores and retailers who will allow us to enter the new markets in a more capillary way.

You also have single brand shops abroad, for example in China

That's true, we have five in China, and this year there should be more. It is an extremely difficult market. We opened them with a partner and we also sell online. There a lot of people go to the shop and then buy online, whereas here the opposite happens. Having a partner was an advantage because it allowed us to speed up the project. Then we have some corner shops planned for Thailand, Bangkok, then Taiwan and Japan. We'll also be opening up a single brand shop in Mongolia in Ulan Bator and one in Turkey in Istanbul. Another frontier is the Middle East, which we are trying to develop with some corner shops, but in this case we will also need to find the right partner. On the other hand, one of our strong markets would be Russia, but right now it's a problem for everyone because of the Rouble exchange rate.

But even China is going through a particular time

China grew very quickly, we should have expected a slowing down. I think that the current stock exchange situation is primarily speculative, but it is a country that can still grow more. I don't see another Russia in China. And in any case I believe that Russia will pick back up.

Your product is entirely Made in Italy. How important is that on the international market?

On the fashion product "Made in Italy" is still very important and you need quality to become a well-known brand. As much as they have progressed in China, they don't have our creative and problem solving skills. We have the good fortune of having the Vicenza district around us which lets us solve problems quickly and create new product concepts.

So the district still makes the difference?

The district very much makes the difference: you can count on laboratories and skills that let you set up production quickly. Besides the possibility of having direct contact, which is fundamental. And then there is the quality, having people available who have done this job for dozens of years and who know how to find the solutions to create the pieces we need. From the time Claudia thinks of a piece of jewellery to the time it goes into production, there is a long process. If we weren't in Vicenza it would be impossible to work the same way because our products are very complex and structured.

Let's get back to the economic situation. Several sources say that 2016 will be the comeback year. What do you think?

Actually that's what they thought about 2015 too... but this time it could be true. In Europe there is some change, particularly in the countries that suffered the most. Spain, for example, picked back up a bit. We still don't have the year-end data but I think that things went better than in 2014. It would take very little on the government level to restart.

Besides the economic situation, the other critical issue is the geopolitical scenario...

The international situation has a huge impact. Being successful doesn't depend just on us, on our drive, on our skills: you can go to Russia, take orders, and then the Rouble crashes; or in Turkey, which is the doorway to Russia, and a little while later their main customer's aeroplane gets shot down. We were supposed to open up in Istanbul in January but the international situation is still garbled.

Let's finish with a lighter question: your sister Claudia said that men's jewellery "isn't her thing" and that, if you find a creative vein, maybe you'll design it. Will we see you in the role of designer?

Lately I've also be discovering a creative side, less imaginative than Claudia's, because women dare to wander more whereas men are more linear. The demand is there, but there won't be any "Misis Uomo" (Men's Misis). If we do it it will be with other brands. It's an aspect that we are developing and it is likely that this type of product will come into our shops, maybe a niche, because men today consider it important to have jewellery, but still very simple things.

So will we be able to see a line from you?

You never know... And it may not necessarily be too far in the future...

Read the interview to Claudia Piaserico,
Misis Chief designer