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Di Petsa, the exclusive wet-looking ready-to-wear jewellery logo unveiled in 2019, has temporarily achieved popularity abroad through a number of high-end traditional pieces custom-made (and gifted) for stars such as FKA Twigs, Nicki Minaj, Doja Chat, Kylie Jenner and Gigi Hadid. Such celebrity mentions are a difficult marketing tool for your personalized appearance, says founder Dimitra Petsa.
Di Petsa now has 16 prêt-à-porter stores in the United States and Europe. Sense, The Webster, H Lorenzo and Selfridges have joined us this year for spring/summer 2022, following the first in-person presentation of the logo at Paris Fashion Week. However, the important thing about the logo is its on-demand production activity, which accounts for part of the sales. While other emerging logos rely on wholesale and direct-to-consumer sales, Di Petsa caters to consumers who, according to her, I need to buy from past generations with unique, traditional pieces designed to be compatible with the shape of their frame, outdoors from the “limitations of classic sizes. “
Revenue is developing at less than £1 million a year, up 74% from 2020-2021, according to the company. The logo is completely self-financing. The wholesale industry accounts for 40 percent of the business and DTC sales for the remaining 10 percent correspond to the penny.
Di Petsa’s pre-spring be offer is basically made up of separate pieces sold between £150 and £650. La progression from bespoke, pre-collection and main season levels to other costs has helped the company move forward over the following year, Petsa said. Like other designers, their pre-collections are designed to be more “commercial” and stay in the store longer, while the spring/summer and fall/winter collections are updates to bolder, more expensive, and more complex styles.
Paloma Elsesser in Di Petsa for American Vogue.
Gigi Hadid as Di Petsa