IFE Lux Group announces a partnership between Avolta and Rebecca Jewelry in the Mexico duty free market.
The partnership entails the successful launch of a shop-in-shop concept in Cancun International Airport, followed with a rollout to Cabo San Lucas International Airport and Royal Village Shopping Center, the outdoor mall across from the International Pier in Cozumel.
Rebecca Jewelry is a fashion line that is 100% produced in Italy at a factory near Florence. Available in sterling silver and bronze, Rebecca Jewelry is priced between $100 and $200. Jewelry in 18K gold is also available at higher price points.
“This is the sweet spot in jewelry pricing now and strongly appeals to women as a self-purchase item,” explains Dario Pastorelli, who along with Anna Zordan, founded IFE Lux Group in 2019.
IFE, which stands for “Italianity for Excellence,” connects Italian luxury brands with retailers across the U.S., Canada, the Caribbean and Central America. It also represents fine jewelry for men with the Baraka brand; fine Italian gold jewelry for women from Chimento; and luxury handbags from Graziella Braccialini
“IFE only represents brands that are made 100% in Italy. Rebecca is a fashion brand that is made in a factory close to Florence. This factory makes non-precious jewelry for some of the top-name Italian brands, so that reflects the quality. We have been working with them for many years.
“We use top notch materials, 100% Made in Italy, offering quality and affordability. To keep the price point within the $100 – $150 range, especially as it is made in Italy, is challenging nowadays, but this is the success of the Rebecca brand,” Pastorelli explains.
Rebecca Jewelry, which was created in 1998 during a recession when the price of gold was high, is the pioneer in creating fashion jewelry using a non-precious metal like bronze. Early ad campaigns featuring such super stars as Beyoncé and Rihanna, gave the brand a major international boom.
Today, after two years of testing the Rebecca Jewelry with Avolta in Mexico, IFE and Avolta are in discussions to expand the brand to more locations in the Caribbean and LATAM region.
“The goal is to expand from the Caribbean to Latin America and South America, with a focus on airports. We are also looking to list the Rebecca Jewelry on cruise ships in the Caribbean and Alaska regions. Rebecca Jewelry is currently available on several cruise lines in Europe,” says Pastorelli.
“Focusing on the quality and affordability of the brand, we are also working on creating a ‘grab-n-go’ concept using self-serve towers,” says Pastorelli.
