On why the sky is the limit for Tresor Paris.
The Hasbani name is a familiar one to anybody who knows diamonds, but Salim Hasbani has also become one of jewellery’s most successful brandeers, creating Tresor Paris, which he runs from Hatton Garden in tandem with his family diamond business.
Juggling them both would be more than enough for anybody to cope with but Salim manages it with deceptive ease. While he says this year the diamond business itself has seen a slight increase in demand, he adds Tresor Paris “could be taking over”. “Growth has far exceeded our expectations, but we knew back then we had a great product that people would love.”
Increasingly it is one of the brands best known among consumers and, helpfully worn by a slew of celebs, it is creating a name and niche entirely for itself.
With its imaginative approach to retail increasingly its watchword, the brand has continued to innovate. At the time of writing it has launched a 17-day retail extravaganza, in which it is giving away thousands of prizes including a diamond bracelet worth £3,999. Likewise its kids range has added another string to its bow which is pegged for expansion. Salim says the ambition is undimmed.
“Looking to the future, the aim for Tresor Paris is to supply a quality product that appeals to all sectors of the luxury jewellery market, from fine diamonds to watches and affordable crystal jewellery, worldwide. There are no limits. As we see today there are brands on the high street that are over 100 years old. In other words the sky’s the limit.”
Salim is also setting his sights on high streets a little farther from home. After 12 months in the Canadian market, Tresor Paris has already sold 1.6 million pieces of jewellery. This bout of success has only made the brand hungry for more, and to support further development in the country Salim has given the green light to open a Canadian headquarters for Tresor Paris and is currently searching for the ideal candidate to head this up.
When he is not improving his companies’ fortunes, Salim Salim can usually be found busily improving himself, reading about ancient history and antiques, or visiting historical sites. But back on the job, it seems that with Tresor Paris, Salim is making his very own piece of jewellery history.
Selim Hasbani was selected as a CMJ Business Big Shot in the Professional Jeweller Hot 100 2013 in association with The Company of Master Jewellers. To read a digital version of the book in full online, click here.