30 years and counting
The launch of the fine jewellery collection seems fitting, given it coincided with Thomas Sabo’s 30th year in business. It was in the early 1980s when company founder Thomas Sabo—who apprenticed to become a precision mechanic—looked to Asia to source silver jewellery that he sold in Germany. By 1984, he had established his namesake company, added a team of designers, and developed a brand concept.
In the years since, Thomas Sabo has expanded to include more than 250 concept stores worldwide, over 2600 trade partners, and about 1500 employees. It’s also seen itself grow from offering only sterling silver to a company that now bills itself as a ‘lifestyle brand,’ reflected in its ‘Glam & Soul,’ ‘Karma Beads,’ ‘Rebel at Heart,’ ‘Charm Club,’ and watch collections. Along the way, Thomas Sabo also brought a few brand ambassadors on board, which today include British fashion model, Georgia May Jagger (daughter of Mick Jagger and Jerry Hall); Formula 1 driver, Nico Rosberg; and violin virtuoso, David Garrett. And last December, it made its first foray into television advertising that ran not only in Canada, but in Sweden, the United Kingdom, Australia, and Germany.
The list of accomplishments and stats don’t end there. Since first entering the Canadian market about five years ago, Thomas Sabo has opened 11 concept stores across the country and grown its client list to just over 200 independents. Aside from the flagship store at the Eaton Centre, at least two more concept stores are slated to open in the Greater Toronto Area this year.
Winzer says a great deal of consideration goes into opening a concept store in a geographical area that is already served by a Thomas Sabo retail partner. Ultimately, these locations help promote a brand, he explains, and that’s a good thing for jewellers who carry the line.
“If we didn’t have any concept stores, no independents would buy into Thomas Sabo because they would say it isn’t recognized in the market,” he says. “What we’ve seen in every market we operate is that you need both. You need solid distribution through your own concept stores, plus independent retail partners with the right brand appearance. One doesn’t happen without the other.”
