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Pinkheater

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pinkheater - malika benshila portrait

TFJP interview by Sandrine Merle 

 

Malika Benshila Hutin, founder of Pink Heater agency

What does Pink Heater do, exactly?

For ten years, I’ve been helping jewelry designers develop their businesses. First of all, this means putting them in contact with sites like Net-à-Porter or department stores throughout the world, like Le Bon Marché, the Galeries Lafayette, Saks, Harvey Nichols, Tsum in Russia or Tomorrowland in Japan. We also have an excellent network in the Middle East. When an order is placed, Pink Heater assists designers with the red tape – customs papers, pro-forma invoices, special terms and conditions of sale, and so on. That’s very reassuring for the stores’ buyers!

 

What kind of jewelry designers do you assist?

The main thing is for them to be dedicated entirely to their brand, and have a four- to nine-year plan, or even longer. They must also be prepared to grow, with all this implies in terms of products and marketing tools. The cost is flexible and depends on each case.

 

Can you tell us what kind of selection and atmosphere this pop-up store will have?  

We are in a magical setting: a private 18th century mansion in Place Vendôme, the very epicenter of jewelry. I have brought together several talented, highly creative international designers like Stephen Webster, Marie Mas, Nuun, Nak Armstrong, Yeprem and Tomasz Donocik. Buyers’ visits are by appointment, and are geared towards a real dialogue. For typical buyers who are turned off by the gigantic size of Couture in Las Vegas or Baselworld, it’s a new date much more in phase with what they are looking for.

 

For the first time, the event is not for professionals only, but for private customers as well. Why?

Paris is absolutely teeming during Fashion Week, so it means an added opportunity for designers.

 

With your international culture (half-American, half-Algerian), how do you see the market developing?

Online sales are rocketing. That said, buyers in the US are becoming interested in exports again to pep up their offerings. In Europe, traditional jewelry stores are now turning to creative, personified brands. This is also true of market followers like Asia and Southeast Asia, which initially capitalized on major group brands. I’m delighted with this development, which reflects Pink Heater’s philosophy and the selection we are presenting at our event in Place Vendôme.