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Wednesday, 05 May 2021

Finematter: Caroline Chalmer and Mie Ejdrup

Finematter: Caroline Chalmer and Mie Ejdrup

«When the pandemic began spreading, we experienced an even stronger interest in our business from jewelry designers and customers.

Jewelry designers were facing closed stores and a sudden drop in sales. They needed an alternative distribution channel that would make it financially attractive and simple to sell online – while still being strong ambassadors for their brand. And customers were looking for ways to buy fine and high jewelry online that resembles the experience in a physical store. Never had our raison-d’être been stronger. 

The pandemic didn’t change our strategic direction, it pushed us to move faster and think bigger. Our business model has been compared to that of Farfetch because we own the brand experience E2E, but do not own stock. Jewelry is shipped directly from our designers to customers, but we take care of everything from marketing, content production, fully insured & free shipping and transparent international pricing to the Finematter packaging.

Our ambition is to become the leading online platform for fine and high independent designers. And our vision is to use technology to translate the traditional jewelry store experience into the digital space. We have developed a jewelry-specific content universe, where you can "meet the designer" through interviews, imagery of themselves, their studios and the production processes. We have developed a platform that enables consumers to evaluate and buy jewelry as investment items - like watches, art or collectable sneakers - rather than just as a fashion purchase.

We see consumers moving rapidly in the direction of conscious consumption. They want to know who and where they are buying from. They prefer to shop from independents and support smaller businesses. The designers we choose to work with and our assortment is highly curated. We develop close partnerships with them and we select them based on a strong design orientation and expression, solid craftmanship, focus on sustainability and use of precious metals and gems.

One of the recent designers we onboarded to Finematter, is Delfina Delettrez, who redefines the definition of traditional jewelry with her strong craftmanship and innovative designs in precious metals. And the result is always stunning.»

Federica Frosini, Editor in Chief VO+

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