Jewelry has long been considered a luxury and high-status symbol. Given the substantial cost of acquiring fine jewelry, it is often reserved for special occasions such as engagements, anniversaries, and significant milestones.
However, this situation is now changing with brands like Aquae Jewels. Offering a stunning collection of 18K gold jewelry at 30 to 40 percent off traditional retail prices, Aquae Jewels is making beautiful, high-quality fine jewelry available to a broader audience. When asked how they do it, Catherine Klastersky, founder of Aquae Jewels, reveals their secret lies in their direct-to-consumer (D2C) business model.
The Traditional Process
The journey from the workshop to the customer in the conventional jewelry market is long and winding. A piece of jewelry typically passes through multiple hands—manufacturers, wholesalers, distributors, and retailers—each adding their markup prices.
Klastersky explains that with intermediaries, the price has escalated by the time it reaches the consumer. This traditional process results in excessive costs that deter many potential buyers from indulging in luxurious pieces.
Aquae Jewels’ Direct-to-Consumer (D2C) Model
Seeing the gap between price and consumers, Aquae Jewels implemented its D2C model, a vertical integration that delivers exceptional price value compared to the traditional luxury jewelry market. Klastersky notes, “This vertical integration means it controls everything from design to manufacturing and, ultimately, distribution, maintaining the highest standards of quality and craftsmanship in the process.”
By selling and shipping directly to consumers through their online store from their workshop to customers worldwide, they avoid the additional costs associated with traditional distribution channels or third-party retailers. This eliminates the layers of intermediaries like wholesalers and retail outlets that typically add markups to the final product price.
Moreover, this vertical integration approach drastically reduces operational costs, which they pass on to consumers by offering competitive pricing on their high-quality jewelry. The result is products at 30 to 40 percent less than similar quality jewelry in traditional retail stores. It ensures that customers receive premium products at a fraction of the usual cost, making fine jewelry more accessible.
“We believe that everyone deserves to experience the beauty and elegance of luxury jewelry without the prohibitive costs,” says Klastersky. “Our D2C model allows us to offer high-end, handcrafted pieces at much lower prices. This is the future of luxury jewelry.”
Crafting Affordability with Elegance
Aquae Jewels challenges the notion that affordable pricing equates to lower-quality products or services with its stunning 18K gold jewelry collection. The brand prides itself on maintaining the highest standards of craftsmanship, with each piece meticulously designed and handcrafted in its Dubai workshop.
Known for its unparalleled expertise in luxury goods, Aquae Jewels creates sophisticated pieces perfect for any occasion—weddings, birthdays, anniversaries, or as a simple gift. Each piece meets quality benchmarks, from its classic pieces—bracelets, earrings, and rings to more unique designs like anklets, chokers, body charms, and headpieces.
Its capability to produce approximately 10 new designs per month and deliver fully customized jewelry pieces within six to eight business days from sketch approval reveals its commitment to quality and customer satisfaction, changing any notions that affordability compromises excellence.
Expanding Horizons
Aquae Jewels acknowledges that controlling the production and distribution process ensures consistent brand image, marketing, and sales strategies. This maintains the brand experience and message and enhances customer trust and loyalty.
This has proved successful, with thousands of loyal customers in over 60 countries proving that it is possible to deliver luxury without sacrificing the design and service standards that define truly exceptional jewelry.
Still, Klastersky plans for further expansion of Aquae Jewels, saying, “We aim to lead the luxury jewelry industry in Dubai and worldwide, sharing the market with all big names. We aim to tap wider customers and let them experience the beauty Aqaue Jewels has to offer.”
With its business model, Aquae Jewels is transforming the jewelry industry and touching the lives of countless individuals who can now enjoy the elegance of finely crafted jewelry without the high cost.
Harper’s Bazaar Vietnam
