Seeing a business opportunity in the Swarovski jewelry business based here, a couple Ruth and Almaciga Maharani Tjondro not remain silent. In 2010, they started to run a business engaged in the field of jewelry made from Swarovski. Some products are sold, among other things, necklaces, bracelets, pendants and earrings. They have two brands that overshadow their products, AR Signature as the main line, and AR Hestia as a second-line brand with a price range of $ 700 thousand to tens of millions. AR Signature has characteristic full handicraft with more intricate designs, while AR Hestia more on simple items are components of the main supporters of titanium and stainless steel. "AR Signature design is much more complex and needs a longer processing time, so the price is relatively higher. While AR Hestia design is more daily use, so the price is more affordable, "said Alma.(long formal dresses)
Two lovebirds since the college was practically daring and reckless when it plunged into the Swarovski jewelery business. They sell all investments in the field of precious metals and stocks that were previously executed. Total required fund of Rp 50 million when it began pioneering AR Signature. Jewelry-making technique was studied by self-taught via YouTube, and ask people. Incidentally, since the SMP Ruth likes to make crafts, so it is not awkward to learn it. "The division of duties, Ruth in charge of designing and I am more in the marketing department," he added.
Through his hard work at the time, AR Signature and Hestia slowly becoming known audiences. Every month an average turnover of USD 80-100 million. They have become the official branding partner of Swarovski. In fact, in the early pioneering efforts, they received supplies from the distributor in Singapore. Confidence from Swarovski to become a partner branding is not obtained easily. They have to show the consistency of the business to design not just to trace the origin and tide.
AR Signature and Hestia, he claimed, had originality in design. They rejected the demand consumers who order goods simply to emulate other major brands. "Initially we underestimated by Swarovski, over time they see our brand to survive and serious. Thus, the center of Swarovski in Austria instituted Swarovski Indonesia to contact us, "said this man who was born in July 1988.
The partnership helped to increase confidence in business. All products are sold guaranteed authenticity, the only uses Swarovski elements. Incidentally, according to Alma, in Indonesia is still rare players who make their own jewelry with Swarovski. Instead, for the purposes of the fashion industry a lot. "So the initial time building this business, we look out who our competitors, and it turned out in Indonesia"s jewelry does not exist. If for clothes many competitors, "Alma said.
So far, the AR Signature marketing more use of social media, fairs and strategies of mouth. Almost every month they always follow the bazaar held in a large mall in Jakarta. In this way, according to Alma, more powerful than advertising. He never tried to put an ad on the Internet and magazines, but is not effective and less feedback. "We have tried advertising, but it did not work for the jewelery business. We have to find people who are like jewels, kept our concentration there, "he said.
Selection of the type of bazaar too, said Alma, it"s important to boost sales. In her experience, not all of the bazaar can give a great contribution to the business Signature AR. The first year participating bazaar for example, AR Signature losers because there are still groping or surveys, bazaar where you can make a positive contribution. "We note where the great bazaar, in the next year we are more selective, we take bazaar okay," said Alma again.(Formal Dresses Perth)
These two lovebirds do not want to be rash to invest a lot of money in terms of marketing. They further optimize its potential, so that the sale price was not immediately rise soar. Activities branding through social media, like Facebook, Instagram, websites, and Twitter, this time enough to contribute. Anyway, AR Signature ever tried to open a store in Plaza Indonesia, and had a poor experience. "At the time, again poor market conditions, coupled malnya being renovated almost all the floors, so the store deserted because of these factors. Finally we focus on online, "Alma recalled.
In terms of social media, AR Signature does have a lot of followers. Instagram, for example, account arsignature has more than 1,700 followers, as well as Twitter arsignature_com which has more than two thousand followers. The most important at this time, according to Alma, how to maintain the quality of products for the sustainability of the market. Do not let AR Signature into a money-oriented, so forget the quality. "Do not let the price is higher but the quality is getting ugly," Alma asserted.
Gustan Stefani, one of the customers AR Signature, an example informed customers through social media. He admitted to knowing these products through Instagram. Stefani was interested in buying because the price is affordable, has many variations, and serve the order customization. "Roughly already bought there more than five times, the service was satisfactory. Hopefully every year out new models continue, "said Stefani
