With more than two decades of excellence behind it, this trailblazer in Indonesia’s gemstone and jewellery industry has certainly earned its reputation as a gem-setter, manufacturer and retailer extraordinaire.
For this company, which was first established in 1996, the end goal doesn’t stop at finding itself at the top of the Indonesian jewellery market. Rather, it aims to create more brands, come up with exceptional products, and ultimately put the country on the global map as a jewellery and gemstone powerhouse. This company’s integrated business model allows management to have full control over the entire operation, from the procurement of raw materials, design process and production – all the way down to sales distribution within its own retail network.
On top of that, Frank & co also supplies to its wholesale partners, as well as to other distribution channels. Frank & co recently launched its CMK Studio in East Jakarta, Indonesia, where it relies on the services of almost 1,500 craftsmen. Completing its holistic sales matrix, Frank & co’s jewellery collections are also being sold through the Top 5 e-commerce sites in Indonesia.
To stimulate the market, the company has introduced not one but four jewellery brands that cater to different segments. These are the ultra-upscale Mondial, whose items are in the USD 10,000 range; the eponymous Frank & co and Miss Mondial brands that both retail at around USD 1,250; and The Palace, which carries items around the USD 650 mark. These brands also serve as official jewellers for Forevermark and Brilliant Rose Diamonds. They are sold alongside in-house diamond brands such as Frank Fire and Mondial Excellent Cut.
Through it all, quality control has been strict at Frank & co Items from its in-house diamond brands, for instance, are required to pass at least 49 parameters before these Triple Excellent GIA Certified Diamonds are labelled as Frank Fire or Mondial Excellent Cut.
Trust and innovation
To continue its robust growth, Frank & co. has time and again turned to tried-and-tested marketing and, innovation exercises that have propelled it to greater heights.
Knowing full well that trust is an integral element in the jewellery industry’s business model, the company instituted reforms that would earn consumers’ confidence, especially when it comes to gold and diamond products.
In response to this, the company placed working Karatimeters in all stores to check the exact gold content of the items they sell. The company received a coveted Certificate for Gold Authenticity based on the Indonesia National Standard (SNI), by which the government verifies that the gold used for Frank & co jewellery pieces matches the exact, prescribed gold content.
In addition, the company also invested in a Mini Laboratorium facility in each store to allow customers to check the authenticity of the diamonds.
Market growth
Simultaneously, Frank & co launched marketing initiatives that have been cleverly designed to promote its overall image as a conglomerate and provide customers a
more impactful shopping experience.
First, the company launched the Dazzling Jewelry Fair – a road show of jewellery exhibitions held at the main atrium of a prestigious shopping mall. In addition to
traditional showcases, special entertainment was added to further dazzle shoppers for a more lasting impression.
The company also entered collaborations with renowned designers such as Sebastian Gunawan, Anne Avantie, Tex Saverio. and Samuel Wattimena – four leading local
fashion designers who mainly specialise in wedding ring collections. Frank & co worked with Indonesia’s national carrier for the popular viral campaign dubbed
“Airplane Proposal” in which couples got engaged while on an airplane.
A loyalty programme, designed as an app, allows members to manage their respective accounts and redeem their points from jewellery or gold bars. This also
enables them to browse through product catalogues or even join in fun discussions at the member’s forum. The app also helped increase the company’s number of repeat
customers.