Former Montblanc manager to head Chamilia EU sales

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Antonio Cecere to be based in London to drive Chamilia in the UK.

Bead jewellery brand Chamilia has appointed Antonio Cecere as its European sales director following the purchase of the American brand by Swarovski in April 2013.

The appointment was made as part of Chamilia’s continued expansion plans for Europe, with the aim of building a much stronger leadership team. He is set to lead the design and execution of market strategy for the UK and Europe "to further accelerate company growth".

Cecere is the former jewellery brand manager for Montblanc, and has previously worked in sales and marketing roles for companies including Babette Wasserman and Burberry.

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In his most recent role at Montblanc, where Cecere worked for five years, he was responsible for the jewellery category and management of the wholesale business across all product categories.

He said of his appointment: “Joining Chamilia at this time is a great opportunity. Chamilia has already demonstrated steady progress since the acquisition and Europe constitutes significant growth potential. The news of the acquisition was very positively received out in the market, where it signified the commitment of Swarovski to take the brand to the next level. Retailers are eager to partner with Chamilia understanding the long-term benefits of this affiliation.

“There are clear benefits to us being part of the Swarovski Group, meaning we can take advantage of company heritage, knowhow and vision. This is absolutely the time for us to look towards starting new retail partnerships as well as investing in our current distribution network.”

Cecere led Babette Wasserman between 2002 and 2006 as head of marketing and sales. He will be London-based, working from the offices of Swarovski in order to better facilitate the integration of Chamilia within the Group.

Cecere added: “The most significant advantage Chamilia has today is product, where new product development, lead by Catherine Ottaviano, comes with an ongoing commitment to design, materials and manufacturing without compromise. We certainly feel the quality of our jewellery is far superior to any other competitor in the market today, within our segment. And we are especially proud to share our much loved Chamilia Icons as testament to this and to a superior creative design process.”
 

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