Spanish brand Rocío Jewels eyes global expansion

Spanish handcrafted jewellery brand Rocío Jewels has evolved from an artisanal project to a profitable business and is forging links with global shoppers through retail tie-ups and online expansion. Founded in 2018 by designer Rocío Vicent, the brand’s physical store is located at number 4 Danzas Street, in the heart of Valencia.

Although the label has no plans to launch offline stores internationally for the time being, Rocío Jewels is prioritising digital development and forging alliances with concept stores and marketplaces across continents. The label has already begun to enter markets such as France, Germany, and the US, where it just recently sent a shipment to Los Angeles.

“We want to have more presence outside [Spain],” Rocío Jewels’ co-owner Ferran Perera told FashionNetwork.com. “There is no loyal customer base yet, but we are working on it.” Rocío Jewels is also building international visibility through one-off collaborations with micro-influencers, such as its current partnership with a Paris-based content creator.

In Spain, the brand entered the offline retail market with the launch of its first exclusive brand store. “Since opening, we doubled our turnover month by month,” said Perera. “This was what allowed Rocío to leave her other job to dedicate herself 100% to the brand.”

With an offering that prioritises the local and authentic, Rocío Jewels sets itself apart from other major players in the market with a more artisanal and slow manufacturing proposal. “We do not compete with other brands,” said Perera. “Our language is different: artisanal jewellery, handmade, with irregular shapes and limited production. Each piece is born in the workshop, with Rocío in charge, and now I am also learning part of the process to take on more of the load without expanding the team for now.”

Recent commercial development has also been accompanied by a creative evolution. Just a couple of months ago, the company launched “Voltes,” its most ambitious collection to date, inspired by dynamic movement. With striking spirals that evoke ideas of transformation, the collection represents a step forward in both aesthetic language and brand narrative. “We wanted to emphasise the message that change can lead you to something good,” said Perera.