Bergio in the spotlight

May 2013


Interview conducted by Cynthia Unninayar

One of the more outspoken players in the jewellery industry is Berge Abajian, CEO of New Jersey-based brand, Bergio. On the go constantly, with a variety of projects both in the USA and in Europe, Abajian paused for a few minutes at BaselWorld to talk to CIJ Trends & Colours about his unusual strategies for the brand.

Berge Abajian
Berge Abajian

CIJTC: You took the unusual step of taking your company public several years ago. Why?

Berge Abajian: We considered this carefully for several years before making it part of our brand strategy. By going public, we were able to raise the funds necessary to increase brand awareness and go to the next level in terms of design, production, and distribution. We are unique in always exploring new avenues.

CIJTC: In concrete terms, what has going public allowed Bergio to do?

BA: Being public has forced us to expand into different avenues to satisfy our shareholder base. We have increased brand awareness and expanded into Europe, where our largest market is Russia. Bergio is well received as an upscale brand in Europe with a range of high-end jewellery. The Europeans also appreciate the ‘Made in USA’ aspect of our products.

CIJTC: What types of products are you specifically talking about?

BA: We have created more designs in our fashion lines, in various colours of 18K gold, diamonds, and coloured gemstones. Our bridal line features contemporary-style engagement rings, bridal sets, and eternity bands in 18K gold or platinum, set with diamonds or sapphires. For the past five years, we have focused on gold in our fashion lines as we have felt that gold would replace diamonds as a status symbol.

CIJTC: You mentioned changes in distribution. What do you mean in specific terms?

BA: There are two changes. In today’s economic climate, many independent stores are selling mainly unbranded jewellery, produced overseas, under their own name. This is a way for them to survive, since, sadly, they don’t have the resources to support a brand. But, I feel that brands are going to be more important in the future, so we are now only working with select partners that sell and promote the Bergio brand. This is beneficial for them and for us. Our advantage, too, is that we spend on product design and development, which many so-called ‘designer brands’ don’t do. They merely buy ‘off the shelf’ from overseas and put their name on the pieces. Bergio is a real brand, with our own products and direction.

CIJTC: And the second change in distribution?

BA: This is our latest news. We formed a mega partnership with ShopNBC to sell Bergio products, which launches on May 6. We decided to do this because we can reach a much larger audience. Basically, ShopNBC is taking our designs and selling them under the Bergio Brilliante label, which they are making in silver and bronze. If a person likes a Bergio design but cannot afford a $10,000 piece of jewellery, she can get something similar at a much lower price point, for example. in silver.

CIJTC: Won’t this eventually hurt your brand image?

BA: No, I don’t believe so. In fact, we were approached many years ago to sell on TV, but declined the offer. Yet, after seeing a number of major brands not only succeed, but thrive after selling on TV and increase their brand awareness, we decided to take the plunge. On ShopNBC, we are addressing a different market. We also feel that this additional exposure will increase our brand awareness.

CIJTC: When so many brands are going to cheaper labour markets overseas, why do you insist on making Bergio in the USA?

BA: Bergio is an American brand. We believe in supporting American workers. And importantly, another benefit of making our jewellery in the USA is that we can quickly repair or replace any item as necessary, since the workshops are in New Jersey. Plus, we have control over our designs and copyrights. When you manufacture jewellery overseas, you lose that control.

CIJTC: Bergio has already expanded into high-end belts. Are there any other brand extensions on the horizon?

BA: After our successful belt line, we are now expanding into fine Italian silk scarves. We have formed a partnership with a manufacturer in Cuomo, which has the best resources to create these high quality scarves. This is our only exception to the ‘Made in USA’ philosophy.

CIJTC: I understand that you are in Basel to receive the ‘Man of the Year’ award from the Armenian Jewelers Association?

BA: Yes, I was surprised to receive this award, and I am honoured to serve my community. The Armenian Jewelers Association is one of the most important organizations in the industry. It represents more than 30,000 members worldwide, many of which are major brands.

www.bergio.com