DILOY STAINLESS STEEL JEWELRY IS BACK

After 9 years without launching any new collection of jewels, Diloy is now again synonymous with Stainless Steel Jewelry. Let me tell you why we are back with Stainless Steel jewelry. Let us go through Diloy’s history.

Why did we give it up?

In 2002, Diloy was one of the leading companies that launched a collection of stainless-steel bracelets. To be honest, it was not something new for us because in those days we made different stainless steel straps for woman watches so, all we had to do was just adding some extra links to join together both edges of the bracelet instead of being linked by a watch case. 

This is the main reason why the first manufacturers of stainless-steel jewelry were companies that worked mainly on the watch straps sector, but no on the jewelry sector itself. Watch straps companies had to explain to the jewelers what ‘Stainless Steel jewelry’ meant and we had to deal with assessments such as ‘this is a jewelry shop, not an ironmonger’s’. But now, 16 years later, most of those jewelers that told us to sell stainless steel at ironmonger’s have disappeared as dinosaurs that were not able to adapt to changes. This change had a quick call effect and other profiles joined this trend, like companies from other fashion sectors with popular brands such as Fossil or Tommy, strong jewelry companies that saw an opportunity to include in their assortments a new line of products that the jewelers started to request and watchmaker companies such as Lotus and Viceroy, among others. It was not a big problem. It was a huge market and these companies helped to explain to customers that stainless steel pieces could be also fashion accessories. Unfortunately, watchmakers can differentiate different kinds of stainless steel, 316, 304 or even other alloys with poorer quality. Manufacturers of metal armys know what they make because it is their daily work but applied to a new product that is really like their portfolio. Manufacturers that work with silver know about silver, but they do not know how to work with stainless steel. It is not something that has to do with technology, so their solution was the famous statement ‘I have a friend in China that knows somebody who…’ And this was the easy way for products of low quality that broke, rust, caused allergy…With the last crisis, the first discounts for this line of products came from companies such as Lotus offering between 25% and 35% discount in order to reactivate sales and clear stock. This did not work because business was completely struck, so 2x1 promotion was launched. The result of this was that the price for some watches reduced from 245€ to 100€, but this did not improve the sales. So, as stainless steel bracelets were not their target product, they offered then a bracelet for free with every watch you bought. This worked the same for the other brands and I think that the result was that most of those watches are still in the Spanish jewelry shops. In that moment, we felt that was the point to go back and leave stainless steel jewelry apart for some years. 

Is it now the right moment to get back?

We think so and we have different reasons:

1. Most of the companies that were in stainless Steel jewelry are now out.
2. Both, professionals and end customers, have learnt that there are in jewelry different qualities and categories and it does not worth selling a poor product that will bring more problems than benefits. 
3. Global economy is still not favorable for the traditional jewelry sector, that is, for the jewelry made of precious metals.  Those times when customers were happy with a Nokia mobile phone and purchasing gold jewels are over and they do not seem to be back. Now, most of customers get a mobile phone over 1.000€ and a piece of ‘jewelry’ in 50€. 
4. We have kept on making watch straps, so we know what we do. That is what we have done every day during these 8 long years: making watch straps made of stainless steel, leather, silicone, PU. The only difference is that we are not assembling the watch case so the strap is just one piece and the result is a nice bracelet. 

5. We know we can offer latest collections with profitable margins for professionals and value added for the end customer always keeping the same philosophy: adapting our collection of watch straps to jewelry world. 

Our collection of Mesh Jewels

We all agree on the idea that the trendiest watches are those with a mesh band. I think all brands have included this kind of band in one or even different watch models. So, we just thought about to apply this watchmaker trend to jewelry. 

As a result of this, we have launched our collection ‘Mesh by Diloy’: a fresh collection of mesh bracelets and more than 100 different charms, all available in four different colors. ‘Mesh by Diloy’ follows the idea of modular jewelry, so you can design your own bracelet depending on your style, your day, or the circumstances of your customer. 

With this system, customer can purchase just the bracelet that has two stoppers to help fixing the charms or a bracelet full of different designs of charms. That depends on customer’s pocket. Even, customer can get charms little by little and ‘collect’ them with the idea of having an assortment to combine depending on their likes, daily style or even the meaning of the charms. For example, do you love your dog and like black color? 

Or do you love golden rose color?