Good practice:

MISUI, a curator of jewellers

This approach implies that the authorship of the jewellery is always communicated, giving visibility and a leading role to the designers.

MISUI proposes a new operating model: the brand acts as a curator
for jewellers and develops its collections based on a commission from different designers with an international recognized artistic career. The designers enjoy full freedom to create and they have at their disposal the necessary materials and tools to transform their ideas into shapes with the highest quality standards.

A brand that aims to face a challenge: innovate and be faithful to its history. Therefore, the brand makes a double bet:

1-The designers of the brand propose a contemporary look on jewellery and luxury.
2-The brand bets on talent and local production, thus sealing a commitment to Barcelona's long jewellery tradition.

Some core aspects for a more complete vision of the project are: innovation, functionality, local production, honesty and sustainability.

MISUI seeks to create objects where luxury derives both from the idea behind the piece and from its expression in the design and in the final production, looking for the artistic and material value of the jewellery. The main attributes of the brand are authorship and technique.

The project stands out from the dynamics and rhythms of fashion with unique pieces, far from trends and with a will to stay.

Around two million euros of investment has been necessary to conceive and execute the project in all its aspects and in the different markets in which the brand is present.

The main proof of success of the model is the resulting collections: MISUI creates avant-garde pieces that celebrate the trade and claim the cultural potential of jewellery. Another essential indicator is the degree of satisfaction and involvement of the authors, whose collaboration is very positively valued.
MISUI’s new jewellery approach has sparked strong interest in the sector and the project and its collections have won several awards in recognition of the high artistic value.

New additions to the creative team implies constant learning but can also create some tensions as designers are used to working under their own brand and not for others. Difficulty of fitting into the sector with a new approach as well as into the traditional distribution system for jewellery.

The model proposed by MISUI in which authorship takes a leading role and the design has the same relevance as materials and execution, can be easily extrapolated to other initiatives within the sector itself, but also to other sectors.

In fact, it is not something new, it is a mode of operation that is commonly used in sectors such as luxury furniture design.

The transfer of an operating mode from one sector to another generates disruption, but in a controlled way in which similar experiences, even if they are different, allow us to anticipate both the advantages and the possible difficulties that will be experienced.

On the other hand, the different territories present different kinds of trades and workshops, and projects aimed at taking advantage of and preserving this knowledge should be promoted and considered of value.