Hans Stern / "H. Stern"

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H.Stern

In one capital of the Latin American world any five-stars hotel does not open without Stern's shop in a hall where bright collections of hours are presented, chains, rings and bracelets. There has passed a lot of time before the native of the German city of Essen has subdued Ipanemu, smart suburb Rio de Janeiro where Stern's shop visits more than 120 thousand tourists a year.

In 1939, on the eve of the Second World War, the German Jew by name of Hans Stern has arrived to Brazil together with the parents. Has arrived without a penny in a pocket. More precisely, in a pocket at it laid only 10 stamps, and it and concepts had no, on what will live.

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Having got to Brazil, he has fallen in love with the Brazilian semi-precious stones. After six years when war approached the end, the enterprising teenager has sold the accordion for 200 dollars and has put up this money in opening of own jeweller business. Astride a horse it reached the most distant copies and workings out where these stones were extracted. Then employed jewellers whom granili semi-precious stones and did for them a frame, and then sold jewels from trays before hotels on the Kapablanka-scourge and in port where passenger liners came.

Break in a life of the young jeweller has happened in 1951 when it has received the order for a necklace from aquamarine in cost of 20 thousand dollars from the dictator of Nicaragua Anastaso Somoza. In 1955 Stern has opened the first shop in capital of Uruguay, Montevideo.

Business prospered, and Stern has started to extend, submitting all new cities of the South America, and then Europe, Israel and the USA. On a course its company, which main representation is in Rio, carried out researches of methods of processing of jewels. «Brazil rich on jewels seems to me, that, is for the world of jewelry the same, than France - for the world of spirits, and Scotland - for the whisky world, - reflects Stern. - in one only Brazil we work in 18 cities. We - the most popular jeweller company in the country».

Stern collects stamps, takes a great interest in swimming, game on body and Bach music. And in the business he especially is proud of factory of a facet and polishing of stones, and often drives there the friends. Besides, he has created Stern's Cultural centre which is in a 17-storeyed building of headquarters H. Stern in Ipaneme. Every month her visit to 10 thousand persons. On the third floor of a building the exhibition of jewels works, and about them it is possible to listen to accompanying stories on one of 18 languages, including Japanese, Korean, Turkish, a Hebrew and Arabian. Besides, visitors have possibility to observe jewellers behind job.

As the majority of jewels is extracted in Brazil, the prices here is frequent on 30 % more low, than in other countries. On the average, the tourist leaves in shop H. Stern 1200 dollars. However tourists are only 20 % of buyers of ornaments H. Stern. The rest arrives on the local Brazilian market which last years rapid growth worries. Stern does not carry any jeweller ornaments, except for hours and cuff links. Its usual operating mode - from 8:30 till five days in a week, and half of working day on Saturday. «As I already almost on pension I can come on job on half an hour later», - joke Stern. This year to it 81 year was executed, however it still reserves the right to put a veto for any decision of strategic character.

In Brazil in Stern's business works 2,8 thousand persons, 700 more employees work abroad. In one New York at Stern of the whole 4 shops.

In Europe jeweller ornaments H. Stern it is possible to buy in Paris, Munich and Frankfurt, and also in Greece and Portugal. Recently new shop has opened in Kazakhstan. Negotiations are carried on for representation opening in Cannes.

In Israel Stern has 30 shops - from Haifa to Eilat, and in them 300 persons work. H. Stern also it is presented to the United Arab Emirates - the truth there, under stamp Azal, and in other Arabian countries, including Lebanon.

New marketing strategy which to no small degree leans against authority of the Hollywood stars, in H. Stern began to carry out about three years ago. «We search young celebrities which can create to our products image ultrafashionable and ultraprestigious, - speaks Andrea Hanssen, director H. Stern on the marketing policy in the North America. - and here Elizabeth Taylor, for example, we do not dress».

Every time when the company represents the next collection, Andrea Hanssen comes to California and shows to its agents and stylists, and sometimes simply itself rings round celebrities. «Now it is possible, because we began to do collections which represent certain interest for stars, - she tells. - if I was to Los Angeles of years edak six or seven back, nobody would began to talk to me - then we yet did not make similar things».

In general, last years the Brazilian fashion becomes extremely popular in the USA. However in H. Stern do not wish to rely exclusively on predilections of whimsical public. «People buy our ornaments because they are beautiful, they out of time instead of because they are fashionable and executed in the Brazilian style», - 43-year-old Roberto Stern, son Hans Stern and the president of the company speaks.

Roberto Stern was engaged in updating of image of the company in 1995 when became its president. Having received the diploma in the field of economy, Roberto then comprehended secrets gemmologii, histories of arts and a jeweller fashion under sensitive management Kostatsa Paskolato, the former editor of the Brazilian edition of magazine Vogue. «Throughout 50 years we worked only with the Brazilian semi-precious stones, - he tells. - I too like semi-precious stones, however it not that platform which can provide expansion in the world markets». Roberto Stern has decided to transform the company into the design house.

This point of view is divided quite also by his father - the company founder. «There has come time when it is necessary to change something», - Hans Stern speaks. - our purpose - to provide to itself strong positions outside of Brazil «. While in structure of sales of the company on a share of the Brazilian market it is necessary more than 50 %.

If to start with scales of the international business, H. Stern - a crumb. By estimations of branch analysts, last year the income of this company has made approximately $150 million is about 30 % from sales Tiffany fixed following the results of one only of financial quarter, this year which has come to the end on July, 31st.

Nevertheless among expensive jeweller brands H. Stern it is unique. This company itself is engaged in extraction of semi-precious stones and their processing. On it own command of jewellers and designers works. At the expense of vertical structure of the company it is possible to provide rather low level of production costs.

In H. Stern till now give special preference turmalinu, to amethyst and aquamarine. In a new collection under name Boulevard massive ornaments with these stones, executed in ultramodern style are presented. Disorder of the prices: from $1100 for a tiny ringlet to $19 000 for a massive bracelet. Other new collection - Laces in which ornaments from rubies and the brilliants are presented, executed in the form of onions. Here scattering of the prices is a little bit less: from $1000 for small ear rings to $4000 for a cervical ornament from a skin and diamond "onion" in length 4,5 see

Ljusia Rejndzhel, the lawyer from Los Angeles, names itself the fan of style H. Stern. It already has 20 steams of ear rings, some bracelets and some necklaces of this company. «These ornaments are looked absolutely in an especially way, - she speaks. - they can be put on and with a strict business suit, and with an evening dress». Certainly, ornaments from Cartier and Tiffany Rejndzhel too like, but in H. Stern, she adds, these things are more accessible.

Today company H. Stern owns 160 shops in 13 countries - mainly in the South America - and trades in jeweller ornaments with large beautiful stones. Ornaments from H. Stern it is possible to see on such stars, as Dzhennifer Lopez, Nicole Kidman and Selin Dion. Besides, works of art of jewellers of this company act in film in films. In new romantic comedy Intolerable Cruelty («Intolerable cruelty») Katrin Zeta-Dzhouns appears that in one, in other ornament from H. Stern - in one only this film such has flown more than ten. In other picture - Legally Blonde 2 («the Blonde in the law - 2») - the wedding ring with pink sapphire which is received from liked by heroine Riz Uizerspun, too is made by company H. Stern.

Now the company expands the presence in the world market and with that end in view namerena to enter into partner agreements with expensive department stores and jeweller salons in the USA, Europe and in the Near East. The next months joint ventures in Italy, Spain, Switzerland, Germany, Austria and in the United Kingdom will open.

Recently companies H. Stern often advise to expose the actions on open sale, to type means, however old man Stern says, that strangers will never supervise more than 49 % of its company. «The company will not leave a family, - he insists. - at least while I am live».