Khailo Silver's Bijorhca Strategy

The Turkish brand Khailo Silver has been offering modern and elegant jewellery for over ten years. With meticulous finishes inspired by fine and high jewellery, their premium designs, often adorned with Swarovski crystals or other precious and semi-precious stones, have made them internationally renowned.

Combining simplicity and sophistication, Khailo Silver continues to carve its path in an industry undergoing significant transformation, particularly with the rise of digital trends, while maintaining artisanal craftsmanship and material integrity.

How would you describe Khailo Silver's DNA?


We’ve been selling high-end jewellery for ten years. Our models are chic and sophisticated, offering an alternative to traditional jewellery, which can be very expensive, so our pieces cater to those who don’t want to spend thousands of euros but still value quality and timeless designs.

You’re a regular at the Bijorhca show, now part of Who’s Next.


We’ve been attending Bijorhca for nine years. We used to participate in about ten shows a year, but the industry has changed, especially post-COVID. We’ve kept the best events, but the market isn’t always easy. Online often takes precedence over physical and human interactions.


Why is it attending a show like Bijorhca so important?


The human touch, of course. But today, everything can be done online, yet when people discover our products for the first time, it’s essential that they see them in person to test their quality, touch them, and even try them on. For an initial connection, I believe it’s crucial.


Your brand is based in Turkey. What are your main markets at the moment?


Our largest market is the Middle East (Dubai, Kuwait, Qatar), followed by Europe. We organize European distribution from a company in Spain, focusing on France and Italy, with some business in Greece.


The jewellery market in the Middle East differs from European consumer habits.


Each country has its own customs and purchasing behaviour. We don’t sell the same products in Europe as in Dubai, and likewise what sells in Spain differs from Greece, and it’s fascinating to compare consumer behaviour based on cultural shopping norms. For example, in Dubai, we sell much higher-quality items than in Europe, where people prefer to buy more affordable pieces more frequently.

‘Every country has different customs and ways of consuming. You can't sell the same thing in Europe as in Dubai. It's interesting to compare consumer behaviour according to their buying culture.’

What are your development goals for 2024–2025?


Two key words: meeting and observing. We always try to present a new collection at the show. We’re here to meet new clients and observe trends, our competitors, and the market positioning. It’s an opportunity to challenge ourselves and rethink our strategies.


What are the major trends for this season?


I see creations becoming simpler—smaller, more accessible, less flashy. Minimalism prevails, and pieces are no longer as ornate or showy as they were a few seasons ago.


What are your wishes for 2024–2025?


To stay healthy!

‘Today, designs are smaller, more accessible, less fancy. Minimalism prevails over everything else. The pieces are no longer busy or flashy, as they may have been a few seasons ago.’

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