- Could you tell us about the founding story of Poison Drop? What inspired you to start the company?
In 2013, we noticed the new designer jewellery segment was about to flood the market. Before this phenomenon, there were high-end brands, cheap fast-fashion jewellery, and nothing in between. Designer jewellery became the new wave in the market.
Poison Drop is the industry game-changer. We demonstrated that the jewellery concept now extends beyond superiority or luxury. Jewellery today is a light and inspiring fashion adventure that is easy to embrace. It is an adventure of discovering your unique combinations and showcasing your style through jewellery. Poison Drop is a jewellery department store and not a mono-brand. We find different designers worldwide, combine various techniques on a single platform, and encourage our audience to discover their style.
There are fewer big-name brands in the designer jewellery segment compared to traditional high-end jewellery. Instead, many niche designers have visionary collections, unique styles, and true authenticity. We aim to discover talented creators worldwide and unite them in a community. Meanwhile, our customers follow us because we have positioned ourselves as a savvy stylist who makes adopting trends effortless, an expert who can curate jewellery, unearthing and recommending the best pieces.
- What sets Poison Drop apart from other companies in the same industry?
First and foremost, traditional jewellery companies value the pieces’ beauty and their jewellers’ exceptional skills. However, our main focus is on the beauty of the person who wears it, our customers. As I said before, jewellery today is not about showcasing wealth; it’s a way to change your mood and provoke positive emotions, a reason to linger in front of the mirror, smile at yourself, and feel flying. Jewellery is a drop of magic, the key part of the look that allows you to transform your outfit from business casual to party-ready with a simple earring swap.
Moreover, our products differ from those of traditional brands. Brass earrings for $400, gold rings completely covered in enamel, so you can’t tell it’s gold. When we started ten years ago, we were still waiting to see the success of these unique designs. Instead of adhering to existing and proven business models, we forged our path based on the products we believed in. This approach enabled us to create and develop a niche that had gone unnoticed by others.
It required considerable time and effort, but the overall outcome is remarkable. Our offering is hard to match for anyone else, and our customers’ value and seek out these distinctive pieces specifically from us.
- How would you describe the mission and vision of Poison Drop?
More than anything, we value beauty in people. We support people’s pursuit of beauty through authenticity, perceptiveness to anything new and different, and the courage to be uniquely themselves. We exist so our clients can surround themselves with beauty, hear more compliments, and celebrate life every day.
Our key value is diversity: of styles, budgets, and trends. Poison Drop is a jewellery department store and an ultimate destination for trend-forward jewellery to complement any style, mood, or occasion. Our mission is to maintain this diversity.
We support and are in step with the global changes in consumption patterns. People are increasingly more invested in experiences over ownership or accumulation. The same applies to the consumption of jewellery. Previously, purchasing a jewellery piece was considered a profitable investment in oneself or one’s family (the concept of inheritance). Poison Drop promotes the idea of investing in new experiences and sensations of oneself: I’m fresh and original when I wear these pieces; I draw attention, compliments, and imitators.
- Can you discuss some of the key products or services offered by Poison Drop?
Poison Drop is a jewellery department store. Our audience sees us as a ‘savvy’ stylist, a jewellery expert who carefully curates the most significant trends. So the business rests on two columns. The first one is our curated selection. We search through thousands of brands and pick only the best ones. We consistently choose jewellery that embodies the latest fashion-forward styles, and our clients have confidence that they will go right with any selection from Poison Drop.
The second product, or service, is our media channels, including our social media accounts and email newsletter. By the way, the newsletter continues to hold great importance as a means of communication for us. It is more than just a commercial newsletter; it carries a personal touch where we discuss new collections and topics that captivate and inspire us. We’re excited that our subscribers view these newsletters as enjoyable reads. Through media channels, we (our stylists, buyers, and editors) provide styling tips, promote awareness of different jewellery designs, and generate excitement. This differentiates us from marketplaces and many other e-commerce projects, where customers typically visit for specific items. We go beyond that by helping our customers shape their desires, wants, and needs regarding jewellery, and they trust us to guide them.
- What are the main challenges you’ve faced as a co-founder and CEO, and how have you overcome them?
Our audience is residents of major cities worldwide, individuals with diverse lifestyles and traditions. The challenge lies in finding the appropriate approach for each group and curating collections that cater to everyone’s preferences.
To address this challenge, we rely on marketing research, continuous improvement of our customer success services, and ongoing communication with our audience. Fashion serves as a universal means of communication understood worldwide.
- How do you ensure Poison Drop stays innovative and adapts to changing market trends?
Currently, we are in the process of structuring our company. Each department is gaining more independence as we foster an entrepreneurial approach within the Poison Drop team. By doing so, every department operates independently, enabling us to consistently generate fresh ideas and stay ahead of the rapidly evolving market.
- Can you talk about any notable achievements or milestones that Poison Drop has reached under your leadership?
We are undergoing a significant transformation as we transition from a local business to a global one. We are expanding into foreign markets, which necessitates language, currency, and audience adaptation.
- What is your long-term strategy for Poison Drop’s growth and success?
In the UAE, we are preparing to open our first brick-and-mortar store in Dubai Hills Mall in November. Meanwhile, our website has been operational since September 2022. We offer free worldwide shipping with the fastest delivery for orders within Dubai.
We have a large community of local stylists, influencers, media representatives, and content creators who love and support the brand. For Poison Drop, this presents an opportunity to showcase our expertise through key opinion leaders in the UAE. We aim to expand our community and raise awareness in the international market by collaborating with globally renowned stylists and celebrities.
Our primary objective is rapidly expanding into foreign markets on a global scale. The designer jewellery trend is gaining increasing prominence, and we must seize this opportunity. We aim to establish Poison Drop as a department store associated with trendy designer jewellery.
- How does Poison Drop prioritize sustainability and environmental responsibility in its operations?
We use recyclable packaging, minimize its usage, and avoid colouring it. All our suppliers source gems and other materials through legal, sustainable, and transparent means. Sure, there is more work to be done to ensure the sustainability of our business, and we are fully committed to taking the necessary steps.
- Can you share any insights or advice for aspiring entrepreneurs or individuals interested in the industry Poison Drop operates in?
Now is the perfect time to launch a designer jewellery brand during this period of market transformation. In a settled market, companies with long-standing heritage and a history of 150 years or more become the dominant players, making it incredibly challenging to compete. However, currently, more than heritage alone is needed for clients. The audience’s demand for fresh and innovative designs is higher. This presents a unique opportunity for new brands to thrive and capture the market’s attention.
