Bijoux Terner has debuted a new retail concept at Miami International (MIA).
The 1,000 sq. ft. AdiXion store, which opened July 21, expands the company’s one-price product strategy with jewelry, handbags and accessories for men and women in five brands, with price points ranging from $20 to $50.
Brands include Voux, priced at $20; X’est Jolie, priced at $30; Madeira, the $40 brand, and Eleganzza, priced at $50. The fifth brand is Tré©sor du Temp, a $20 brand that offers boxed gift sets. Each brand is coded with a different colored ticket and distinct signage.
“This store is the expression of the growth our company is having,” says Bijoux Terner President Gabriel Bottazzi. “It is how we are taking all of the key elements and values that the Bijoux Terner company has been learning in retail for many years, and exporting this experience into new ways of doing business.”
Adrian Songer, chief of airport concessions business development at Miami International, says, “AdiXion is bringing so much excitement to Miami International Airport. This store is fashion, it is bling, it is eye-catching and colorful, and it offers such high-value products. We wish Bijoux Terner great success and congratulations.”
Officials say the concept is designed to appeal to a broader range of customers than the typical $10 Bijoux Terner store. Merchandise includes rings, necklaces, watches, evening bags, hand bags, belts and more that are made from materials and finishing that is not available at the $10 price point.
“It is the price point that defines each brand,” Bottazzi says. “We have maintained our core concepts of simple pricing by continuing to source and design high value products offered at value-added pricing, which are exceptionally merchandised, but the execution of the merchandising and how products are put together, and how they are packaged, is totally different from that at our Bijoux Terner stores.”
He says the $10 Bijoux Terner concept is still the core of the company’s business.
“Everywhere [AdiXion] presents the same concept of retail that defines Bijoux Terner,” he says. “It has the same core vision: simple shopping, a focused selection of merchandise, easy pricing of $20-$30-$40-$50; and each brand is one price and offers a huge value.”
