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JEWELLERY IN ROMANIA

Euromonitor International
February 2014

JEWELLERY IN ROMANIA

LIST OF CONTENTS AND TABLES


Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 5
Category Data .............................................................................................................................. 6
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13

Sales of Jewellery by Category: Volume 2008-2013 .................................... 6


Sales of Jewellery by Category: Value 2008-2013 ....................................... 6
Sales of Jewellery by Category: % Volume Growth 2008-2013 ................... 7
Sales of Jewellery by Category: % Value Growth 2008-2013 ...................... 7
Sales of Costume Jewellery by Type: % Value Breakdown 2008-2013 ....... 7
Sales of Real Jewellery by Type: % Value Breakdown 2008-2013 .............. 7
NBO Company Shares of Jewellery: % Value 2008-2012............................ 8
LBN Brand Shares of Jewellery: % Value 2009-2012 .................................. 8
Distribution of Jewellery by Format: % Value 2008-2013 ............................. 9
Forecast Sales of Jewellery by Category: Volume 2013-2018 ................... 10
Forecast Sales of Jewellery by Category: Value 2013-2018 ...................... 10
Forecast Sales of Jewellery by Category: % Volume Growth 20132018 ........................................................................................................... 10
Forecast Sales of Jewellery by Category: % Value Growth 2013-2018 ..... 10

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JEWELLERY IN ROMANIA
HEADLINES
Jewellery in Romania decreases in constant value by 1% in 2013, falling to RON1.9 billion
In real jewellery, gold continues to lose ground to silver, platinum and various combinations
precious metals
Costume jewellery increases in constant value by 6% in 2012, rising to RON150 million
International players continue to dominate jewellery in Romania
Jewellery is set to increase in constant value at a CAGR of 3% over the forecast period, rising
to RON2.2 billion in 2018

TRENDS
Jewellery in Romania declined in constant value again in 2013, contracting by 1% to RON1.9
billion. Jewellery in Romania continues to suffer from the countrys severe economic
recession, which has made the majority of consumers much less enthusiastic about spending
money on jewellery. The profitability of the companies operating in jewellery has been
decreasing with each passing year as Romanian consumers increasingly expect price
discounts in the knowledge that lower demand due to the economic crisis is forcing retailers to
be more flexible in their pricing policies.
In spite of the constant value decline recorded in jewellery in 2013, sales of costume jewellery
increased over the year both constant value and volume terms. Costume jewellery increased
in constant value by 5% in 2013, rising to RON150 million. Costume jewellery continued to
benefit from high and rising demand and the shifting consumer perception of costume
jewellery. While costume jewellery was once considered to be a category of tacky and lowquality products, costume jewellery now attracts many Romanian as it represents an
affordable way of enhancing ones personal image as well as being a trendy fashion
accessory. Moreover, marketing campaigns conducted for costume jewellery are becoming
more visible in Romania, while costume jewellery is becoming increasingly available through
a wider variety of retail distribution channels.
Constant value sales of real jewellery declined again during in 2013, falling by 1%, while
volume sales declined by 3%, although it is clear that the category is moving towards a
certain degree of stabilisation. The economic crisis has had a major negative impact on
demand for real jewellery as declining purchasing power and increasing taxation have taken
their toll. In addition, although the Romanian government decreased taxes in 2010, the rise in
the rate of VAT to 24% cancelled out any positive effects of this. In addition, the rising prices
of the raw materials for real jewellery continue to have a negative impact on demand for real
jewellery as unit prices having been increasing ever since the onset of the financial crisis.
Nevertheless, consumer behaviour has also changed in the sense that real jewellery is once
again being seen as an investment opportunity.
In order to combat the trade in counterfeit branded jewellery in Romania, a more complex
labelling system has been developed as a future initiative for the industry. This involves brand
labels which inform consumers about the precious metal content of the product, responsibility
labels to identify the economic operator which first marketed the jewel and state labels which
certify the precious metal content. State labelling measures are already being used in 16
other European countries. Reactions to these measures from Romanian jewellery businesses,
however, have been unanimously negative as all companies and trade associations have

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denounced the complicated logistics of triple labelling, with the negative effects of state
labelling on the Hungarian jewellery industry often cited. Additional labelling is likely to lead to
higher costs, which in turn would be transferred onto end consumers through higher unit
prices, while the 2-5 working days required to apply the labels would delay the arrival of
products in retail outlets. It has been stated that these measures would lead to a decrease of
between 10% and 20% in the unit prices charged for real jewellery in Romania. In addition,
NACP does not currently possess the technology to label jewellery, which makes it likely that
they would need to rely mainly on outsourcing to complete the labelling process.
Gold remained the most preferred precious metal in real jewellery in Romania in 2013, with
consumers mainly choosing classically styled 14 carat gold items. Gold accounted for 48% of
real jewellery value sales in 2013, although the value share of gold in real jewellery is
declining, falling from 61% in 2008 as more Romanian consumers are choosing cheaper
options which are often perceived as being more fashionable alternatives. On the other hand,
the value share of silver in real jewellery increased from 32% in 2008 to 38% in 2013, due
mainly to its higher popularity among the younger population. In addition, metal combinations
and platinum each witnessed rapid growth in their popularity over the review period. The unit
price of platinum is 14% lower than gold. In addition, platinum is often associated with luxury
and exclusivity, which is supporting the increasing popularity of real jewellery made from
platinum. Argentum, an alloy which witnessed rising popularity over the course of 2013, is
becoming more popular mostly due to the fact that it does not oxidise. In addition, rose gold
has been gaining ground in real jewellery in Romania in recent years, mainly in combination
with precious stones such as pearls and diamonds.
The market for precious metals and stones in Romania is difficult to assess as it is very
fragmented and more than half of the transactions are estimated to be illegal. The Romanian
diamond trade remains at a nascent stage of development and there remains plenty of room
for growth. It is also currently dominated by the misconception that only extremely affluent
consumers can afford to purchase diamond jewellery. During 2013, 6% of real jewellery value
sales were accounted for by items containing diamonds, double the figure recorded in 2008.
The majority of Romanians would benefit from being better informed about the authenticity of
the precious stones and precious metals they are purchasing, especially with regards to
purchasing their jewellery only from authorised retailers which are able to provide certificates
of authenticity. There is also a slowly emerging trend towards the purchase of diamonds as
investment vehicles, although more Romanian consumers need to become better informed
about the benefits of purchasing diamond jewellery.
In costume jewellery, earrings and neckwear accounted for the majority of value sales in
2013, combined comprising 62% of retail value sales, although the value shares of these
items are slowly diminishing as rings and wristwear are recording slow but steady growth.
Younger women are the main target for costume jewellery as they are more likely to be nonconformist and also tend to find it easier to adapt to new trends.
Within real jewellery, earrings remained the most popular items in 2013, accounting for 35%
of total retail value sales, an increase from the 33% recorded in 2008. In addition to general
demand, earrings also continued to benefit from the fact they are often purchased for the
christenings of newborn baby girls. Demand for rings also remained strong in real jewellery at
the end of the review period as rings accounted for 27% of real jewellery retail value sales in
2013. This was supported by the high volumes of rings acquired for engagements and
weddings. In addition, neckwear and wristwear are often offered as gifts, although these are
generally low weight jewellery items of between 3g and 5g.
Sales of jewellery in Romania are dictated to a certain degree by the very seasonal nature of
demand for jewellery. Sales of jewellery are highest in the weeks preceding Christmas and

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during February and March. Valentines Day on 14 February and Dragobete on 24 February
are two occasions dedicated to the celebration of love and this represents a strong
opportunity for jewellery retailers to increase sales at this time of year as a significant
proportion of jewellery is purchased as gifts for these occasions. On 1 May, the occasion of
the Martisor holiday also involves Romanian women typically receiving brooches as gifts.
These brooches are usually tied with red and white string as a symbol of the coming of spring.
While the brooches are usually handmade and mostly have symbolic value, some consumers
choose to purchase real jewellery or costume jewellery brooches for gifts at Martisor. In
addition, sales of jewellery also peak in the weeks preceding 8 March, when Romanians
celebrate womens day.
Jewellery & watch specialist retailers remains the leading retail distribution channel for
jewellery in Romania, accounting for 85% of retail value sales in the category during 2013.
The most common trend in the retailing of jewellery in Romania towards the end of the review
period was the emergence of chained specialist retailers as the leading chained retailers in
the channel have been steadily improving their geographical coverage ever since they first
began operating in the country. In costume jewellery, apparel specialist retailers accounted for
15% of total retail value sales in 2013, which was mainly due to the increasing diversity of the
products on offer in these outlets. Internet retailing has also continued to register positive
growth in sales of jewellery, accounting for 1% of total costume jewellery retail value sales in
2013, whilst direct selling accounted for a further 1%.

COMPETITIVE LANDSCAPE
Jewellery in Romania, especially real jewellery, is a highly fragmented category which has
recently been flooded with international brands. Amidst this proliferation of new products,
differentiation is often based on the quality of the products and services on offer. Richemont
SA, Cie Financire remained the leading player in the category at the end of the review period
due to its numerous brands including Cartier, Chloe and Piaget, which combined accounted
for 6% of jewellery retail value sales in 2012. In costume jewellery, meanwhile, the leading
player in 2012 was the Romanian company SC Gamabell Exim SRL, which operates the Meli
Melo Paris retail chain. During 2012, the company managed a value share of 22% in costume
jewellery and although this is an impressive performance, it represents a decline by 12
percentage points from 2009.
Domestic players maintained a marginal presence in real jewellery during 2012, accounting
for only 5% of value sales in the category. The remaining 95% of real jewellery in Romania is
imported, mostly from Turkey and Italy, and is mainly distributed through chained retailers. In
costume jewellery, meanwhile, the leading player is Romanian company SC Gamabell Exim
SRL with its retail brand Meli Melo Paris, which offers an eponymous private label line which
accounts for a substantial amount of value sales in the category. The companys success is
justified by the fact this retailers was a pioneering player in the category and has managed to
develop an extensive and efficient nationwide retail distribution network. Another important
Romanian players in costume jewellery market is Tria Alfa, while the major international
players are Folli Follie, Accessorize and Swarovski.
Some of the leading retailers of jewellery in Romania remain rather pessimistic about the
growth prospects for the category in the near future, with numerous luxury goods retailers
hoping for positive development in the category. Micri Gold, one of the retailers which
specialises in luxury jewellery, has thrived in recent years in spite the influence of economic
crisis. This companys product portfolio includes leading brands such as Chopard, Bvlgari,
Chimento, Damiani, the Grisogno, Dinh Van, FOPE, Ponte Vecchio and Schoeffel. There are

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also some notable local jewellery designers operating in Romania such as David Sandu, who
has won numerous international awards. Another internationally acclaimed jewellery designer
is Narcisa Pheres, who has managed to charm consumers all over the world with her
eponymous brand of exclusive real jewellery featuring rare diamonds.
The Romanian diamond trade maintains huge potential given that the degree of development
is currently very low. Arie David, a diamond wholesaler and member of the Tel Aviv Diamond
Stock Exchange, recently entered Romania by opening an office under name of A David
Diamonds & Gold, becoming the first diamond wholesaler to operate in the country. There are
three categories of potential customers for diamonds in Romania: jewellers which acquire
diamonds in order to manufacture luxury real jewellery; diamond enthusiasts; and those who
buy diamonds as investments. In addition, during 2012, Diamond Boutique opened its doors
in Romania, offering free on-site certified diamonds and diamond jewellery.
SC Gamabell Exim SRL continued with its international expansion during 2012 as it opened
its first retail outlet in Bulgaria. Bulgaria is the second foreign territory for the Meli Melo Paris
retail chain after Moldova and Meli Melo Paris has been operating a retail outlet in Chisinau
since 2007. The level of investment in the new outlet in Sofia was RON400,000 and the outlet
is located in the Mall of Sofia. The outlet is expected to attract 3,000 customers per month
and Gamabell Exim SRL is already looking to open another new outlet in Bulgarian market,
while it also has plans to open an outlet in Moscow.
Another important player in costume jewellery in Romania is Oxette, a brand which is owned
by Greece-based Perideo SA and held a value share of 2% in costume jewellery in 2012.
Perideo was not negatively affected by the adverse economic situation in Greece during the
review period as it continued to capitalise on the increasing numbers of Romanians who are
looking for tasteful costume jewellery to accessorise their outfits. Perideo also launched a new
brand in Romania in 2012, Loisir. This brand represents a dynamic and fresh concept and
targets mainly young people and those who are not afraid to wear daring colours and have
new experiences. In line with this strategy, during 2014 the company is planning to expand its
retail outlet network as well as expand its product portfolio and engage in more aggressive
promotions.
Pandora opened its second Romanian retail outlet during 2012. This outlet is located within
the City Park Mall of Constanta shopping centre and followed the opening of the companys
first outlet in Bucharest, which required investment of RON1.5 million. Being an innovator in
jewellery, Pandora offers consumers the opportunity to customise every detail of their
jewellery purchases. In addition, during 2013, the company launched a new collection
featuring floral motifs, a launch which was very much in line with the preferences of its loyal
customers. Pandoras main customers in Romania are usually women aged over 20 years
old, with above-average income and higher education levels. Romania is the last Eastern
European country into which Pandora has expanded and the company is still encountering
various setbacks in completing its expansion plans, mainly in the form of high commercial
rents. The average expenditure per Pandora customer is in excess of RON400 (90),
according to company representatives.
Multi-brand retailers dominate the retailing of jewellery in Romania, the majority of which
import their merchandise directly. Cellini, B & B Collection, Kultho and Aquamarine are all
chained multi-brand personal goods retailers which have strong and increasing presences in
several of Romanias major urban centres.
Real jewellery in Romania is tainted by numerous irregularities. For instance, the National
Association of Consumer Protection (NACP) has indicated that 50% of the companies
operating in the category regularly break the law, with a third of them involves in the sale of
fake and counterfeit products. The most common issues in the category include trading in

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precious metal without authorisation issued by the NACP and failure to indicate the origin of
products in company documents. Articles made from common non-precious metals such as
copper and zinc are often sold as being precious or semi-precious metals and are thus
marketed at prices well above their real value. For instance, it is common for items marked as
being made from 18 carat metals to be made from metals closer to 9 carat, while precious
metal is often filled out with various materials such as steel, brass, lead, resin and plaster,
which artificially increases the weight of objects and allows them to be sold at higher prices.
Precious stones of inferior quality such as industrial diamonds and artificial sapphires,
emeralds and rubies are often falsely registered as being of superior quality, with buyers
paying up to 10 times the actual value of the stones, while the trade in precious metals with
false warranty certificates is rampant. 80% of this non-compliant jewellery is imported from
either Turkey, China or India.

PROSPECTS
Jewellery in Romania is expected to finally experience positive constant value growth in 2014
after several years of declines, with growth set to accelerate in subsequent years as
Romanian consumers are likely to be more inclined to spend money as their incomes
increase and they become better informed about the importance of purchasing genuine and
high-quality jewellery. Thus, jewellery is expected to increase in constant value at a CAGR of
3% over the forecast period, rising to RON2.2 billion in 2018.
Proposed new measures to require state labelling on all jewellery sold in Romania are set to
result in a decline in tax evasion and other illegal practices among the players involved in
jewellery in Romania, with official estimates suggesting that the trade in untaxed and undertaxed jewellery is in the region of RON1 billion annually. The initiative to curb illegal activities
in jewellery in Romania is expected to encourage more fairness in the countrys jewellery
trade, with non-compliant products likely to disappear and consumers likely to become more
confident in the quality of the jewellery they are thinking about purchasing. However, these
companies remain cautious about the supposed benefits of these new measures and it has
been claimed that they will result in value sales of real jewellery declining by some RON50
million during 2014. Moreover, many believe that the result of these new measures will be the
black market trade in jewellery flourishing as companies will prefer to sell their wares on the
black market in order to avoid additional taxation.
Even though, costume jewellery was once unpopular among Romanians, the retailers of
these products are set to continue experiencing strong growth in volume and value sales
throughout the forecast period. Despite the reserved and conservative attitudes regarding
costume jewellery which prevailed in Romania at the beginning of the review period, the
costume jewellery preferences of Romanian consumers are becoming increasingly refined
and the level of understanding of costume jewellery fashion trends is increasing. There is now
significant room for more education about costume jewellery among Romanian consumers,
many of whom now regard costume as an acceptable and cheap form of jewellery. Costume
jewellery is thus expected to increase in constant value at a CAGR of 5% over the forecast
period, rising to RON190 million in 2018.
Romanias diamond trade remains very underdeveloped and little has changed since these
types of precious stones first became available in the country during 2005. Nevertheless, the
marked preference among Romanian consumers for diamonds is set to increase rapidly over
the course of the forecast period, with more advanced certification tools now enabling
Romanian consumers to have more confidence in the quality of the diamonds which are being
commercialised in the country. With regards to the leading retailers of diamonds in Romania,

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as the countrys diamond traders continue to concentrate more on the piece of jewellery in
itself rather than just the stone, they will need to become better informed and adapt their
strategies to the shifting commercial landscape in the diamond trade.
Ongoing changes in consumer lifestyles in Romania are set to translate into the adoption of
more non-conformist attitudes among the majority of Romanian consumers, most notably
outside of Bucharest. Consumers living in Bucharest are currently the most open in terms of
their jewellery preferences. Even though there is a certain stability associated with the
preference for precious metals and as platinum is becoming increasingly fashionable in
Romania, growth is expected in demand for gemstones set in precious metals, mainly
platinum. Nevertheless, gold is set to remain the most popular type of precious metal in
jewellery in Romania, although the value share of gold is set to continue declining as other
types of precious metals are likely to become more popular, a trend which is set to be the
effect of the diversification of demand as well as the high price of gold in comparison with
other precious metals.
As Romanias economic situation is set to stabilise further during the forecast period, the main
threat to demand for jewellery in the country over the forecast period is set to be the high
price of the raw materials used in the manufacture of real jewellery notably gold. Within this
context, costume jewellery is set to continue being regarded as an affordable way of
enhancing ones public image. Within costume jewellery, recycled and environmentally
friendly materials and handmade products are likely to attract more consumers to the
category over the forecast period.
While the share of non-store retailing in the retail distribution of jewellery increased by one
percentage point over the review period, rising from a marginal position in 2008 to 1% at the
end of 2013, this growth is expected to accelerate over the forecast period, rising to a
projected 3% by 2018. This is likely to be the result of the natural shift towards e-commerce in
retailing in Romania generally as increasing numbers of Romanian consumers come to
appreciate the superior convenience of this nascent retail channel. In addition, the majority of
Romanian consumers are becoming increasingly confident about the safety and security of
online transactions. However, many Romanian consumers are likely to maintain a certain
level of reluctance when it comes to purchasing high-priced real jewellery through internet
retailers.

CATEGORY DATA
Table 1

Sales of Jewellery by Category: Volume 2008-2013

'000 units

Costume Jewellery
Real Jewellery
Jewellery
Source:

2008

2009

2010

2011

2012

2013

1,946.0
2,415.6
4,361.6

2,001.8
1,946.0
3,947.8

2,023.8
1,717.1
3,740.9

2,071.7
1,611.7
3,683.4

2,180.7
1,522.8
3,703.5

2,281.1
1,482.0
3,763.1

2012

2013

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2

Sales of Jewellery by Category: Value 2008-2013

RON million
2008

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2009

2010

2011

JEWELLERY IN ROMANIA

Costume Jewellery
Real Jewellery
Jewellery
Source:

Passport

91.4
1,900.7
1,992.2

100.1
1,660.6
1,760.7

110.6
1,633.1
1,743.7

122.6
1,674.5
1,797.1

135.5
1,682.5
1,818.0

150.4
1,747.2
1,897.6

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

Sales of Jewellery by Category: % Volume Growth 2008-2013

% volume growth

Costume Jewellery
Real Jewellery
Jewellery
Source:

2012/13

2008-13 CAGR

2008/13 Total

4.6
-2.7
1.6

3.2
-9.3
-2.9

17.2
-38.6
-13.7

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

Sales of Jewellery by Category: % Value Growth 2008-2013

% current value growth

Costume Jewellery
Real Jewellery
Jewellery
Source:

2012/13

2008-13 CAGR

2008/13 Total

11.0
3.8
4.4

10.5
-1.7
-1.0

64.5
-8.1
-4.7

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

Sales of Costume Jewellery by Type: % Value Breakdown 2008-2013

% retail value rsp

Earrings
Neckwear
Rings
Wristwear
Other
Total

2008

2009

2010

2011

2012

2013

34.0
32.0
8.0
21.5
4.5
100.0

34.0
31.0
9.0
22.0
4.0
100.0

34.0
31.0
9.5
22.0
3.5
100.0

33.5
31.5
10.0
22.5
2.5
100.0

33.0
30.0
11.0
23.5
2.5
100.0

32.5
29.0
11.0
24.0
3.5
100.0

Source:

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6

Sales of Real Jewellery by Type: % Value Breakdown 2008-2013

% retail value rsp

Earrings
Neckwear
Rings
Wristwear
Other

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2008

2009

2010

2011

2012

2013

33.0
19.0
32.0
13.0
3.0

33.0
20.0
31.0
13.0
3.0

32.0
21.0
30.0
14.0
3.0

32.0
22.0
29.0
14.0
3.0

34.0
20.0
28.0
15.0
3.0

35.0
19.5
27.0
15.5
3.0

JEWELLERY IN ROMANIA

Total
Source:

Passport

100.0

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7

NBO Company Shares of Jewellery: % Value 2008-2012

% retail value rsp


Company
Richemont SA, Cie
Financire
Rafael & Sons Diamonds
& Jewellery
Joyera Tous SA
SC Gamabell Exim SRL
Giloro SRL
Solmar Trading Grup SRL
Pandora A/S
PPR SA
Elmec Romania SRL
Tiffany & Co
Safir 94 Impex SRL
LVMH Mot Hennessy
Louis Vuitton SA
Monsoon Accessorize Ltd
Swarovski Romania SRL
Perideo International SRL
Avon Cosmetics Romania
SRL
Bulgari SpA
Others
Total
Source:

100.0

2008

2009

2010

2011

2012

6.1

6.1

6.1

6.2

6.3

1.6

1.9

2.2

2.4

2.5

0.9
1.9
0.8
0.8
0.3
0.5
0.6
0.3
0.4
0.0

1.0
1.9
0.8
0.8
0.4
0.7
0.6
0.4
0.4
0.0

1.1
1.7
0.9
0.7
0.5
0.6
0.6
0.5
0.5
0.0

1.4
1.6
1.1
0.7
0.6
0.6
0.5
0.5
0.4
0.4

1.7
1.6
1.1
0.8
0.7
0.6
0.6
0.5
0.5
0.4

0.1
0.1
0.1

0.1
0.0
0.2
0.1

0.2
0.1
0.2
0.1

0.2
0.2
0.2
0.1

0.3
0.2
0.2
0.1

0.1
85.4
100.0

0.2
84.3
100.0

0.2
83.5
100.0

82.8
100.0

81.9
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8

LBN Brand Shares of Jewellery: % Value 2009-2012

% retail value rsp


Brand
Cartier
Rafael & Sons
Piaget
Tous
Meli Melo Paris
Giloro
Chlo
Mango
Pandora
Folli Follie
Boucheron
Tiffany & Co
Safir 94

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Company
Richemont SA, Cie
Financire
Rafael & Sons Diamonds
& Jewellery
Richemont SA, Cie
Financire
Joyera Tous SA
SC Gamabell Exim SRL
Giloro SRL
Richemont SA, Cie
Financire
Solmar Trading Grup SRL
Pandora A/S
Elmec Romania SRL
PPR SA
Safir 94 Impex SRL

2009

2010

2011

2012

3.8

3.6

3.5

3.6

1.9

2.2

2.4

2.5

1.7

1.8

1.9

1.9

1.0
1.9
0.8
0.7

1.1
1.7
0.9
0.7

1.4
1.6
1.1
0.8

1.7
1.6
1.1
0.8

0.8
0.4
0.6
0.6
0.4
0.4

0.7
0.5
0.6
0.6
0.5
0.5

0.7
0.6
0.5
0.5
0.5
0.4

0.8
0.7
0.6
0.6
0.5
0.5

JEWELLERY IN ROMANIA

Accessorize
Bvlgari

Monsoon Accessorize Ltd


LVMH Mot Hennessy
Louis Vuitton SA
Swarovski Romania SRL
Perideo International SRL
Avon Cosmetics Romania SRL
LVMH Mot Hennessy
Louis Vuitton SA
PPR SA
Bulgari SpA

Swarovski
Oxette
Avon
Chaumet
Gucci
Bvlgari
Others
Total
Source:

Passport

0.1
-

0.2
-

0.2
0.2

0.3
0.2

0.0
0.2
0.1
-

0.1
0.2
0.1
-

0.2
0.2
0.1
0.1

0.2
0.2
0.1
0.1

0.1
0.2
84.3
100.0

0.0
0.2
83.6
100.0

0.1
82.9
100.0

0.1
82.0
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9

Distribution of Jewellery by Format: % Value 2008-2013

% retail value rsp

Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt retailing
--- Supermarkets
--- Hypermarkets
--- Traditional Grocery
Retailers
- Non-Grocery Retailers
-- Apparel specialist
retailers
-- Health and Beauty
Specialist Retailers
--- Chemists/Pharmacies
--- Optical Goods Stores
--- Parapharmacies/
Drugstores
--- Other Health and
Beauty Specialist
retailers
-- Leisure and personal
goods retailers
--- Bags and Luggage
Specialist Retailers
--- Jewellery & Watch
Specialist Retailers
--- Stationers/Office
Supply Stores
--- Other Leisure and
Personal Goods
Specialist Retailers
-- Mixed Retailers
--- Department Stores
--- Mass Merchandisers
--- Variety Stores
--- Warehouse Clubs

Euromonitor International

2008

2009

2010

2011

2012

2013

99.7
0.5
0.5

99.6
0.6
0.6

99.5
0.7
0.7

99.3
0.7
0.7

99.0
0.8
0.8

98.6
0.9
0.9

0.5
-

0.6
-

0.7
-

0.7
-

0.8
-

0.9
-

99.3
3.0

99.1
3.4

98.8
3.5

98.5
3.8

98.1
3.9

97.7
4.0

1.7

1.8

1.9

1.9

2.0

2.1

1.7

1.8

1.9

1.9

2.0

2.1

87.5

87.4

87.4

87.4

87.3

87.4

86.0

85.8

85.6

85.5

85.4

85.3

1.5

1.6

1.8

1.9

1.9

2.0

1.3
1.1
0.2
-

1.2
1.0
0.2
-

1.1
0.9
0.2
-

1.0
0.8
0.2
-

0.9
0.6
0.2
-

0.9
0.6
0.2
-

JEWELLERY IN ROMANIA

-- Other Non-Grocery
Retailers
Non-Store Retailing
- Direct Selling
- Homeshopping
- Internet Retailing
- Vending
Total
Source:

Passport

5.7

5.3

4.9

4.4

4.0

3.3

0.3
0.1
0.0
0.1
100.0

0.4
0.1
0.0
0.2
100.0

0.5
0.1
0.0
0.3
100.0

0.7
0.1
0.1
0.5
100.0

1.0
0.2
0.1
0.8
100.0

1.4
0.2
0.0
1.1
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10

Forecast Sales of Jewellery by Category: Volume 2013-2018

'000 units

Costume Jewellery
Real Jewellery
Jewellery
Source:

2013

2014

2015

2016

2017

2018

2,281.1
1,482.0
3,763.1

2,391.7
1,472.1
3,863.8

2,484.4
1,498.3
3,982.7

2,573.4
1,532.3
4,105.7

2,665.2
1,560.6
4,225.8

2,768.2
1,592.4
4,360.6

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11

Forecast Sales of Jewellery by Category: Value 2013-2018

RON million

Costume Jewellery
Real Jewellery
Jewellery
Source:

2013

2014

2015

2016

2017

2018

150.4
1,747.2
1,897.6

159.0
1,765.0
1,924.0

166.8
1,805.6
1,972.4

174.6
1,853.1
2,027.6

182.5
1,907.7
2,090.2

190.3
1,962.5
2,152.7

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12

Forecast Sales of Jewellery by Category: % Volume Growth 2013-2018

% volume growth

Costume Jewellery
Real Jewellery
Jewellery
Source:

Table 13

2017/18

2013-18 CAGR

2013/18 Total

3.9
2.0
3.2

3.9
1.4
3.0

21.4
7.5
15.9

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Sales of Jewellery by Category: % Value Growth 2013-2018

% constant value growth

Costume Jewellery
Real Jewellery
Jewellery

Euromonitor International

2013-18 CAGR

2013/18 TOTAL

4.8
2.4
2.6

26.5
12.3
13.4

10

JEWELLERY IN ROMANIA

Source:

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Euromonitor International

Passport

11