In January this year, ORMAS Group approved a strategic development plan for the period from 2020 to 2022, which provides for a number of technological, product, and communication changes. These innovations will enable the company to occupy a significant level among jewelry manufacturers, in particular, a significant development of ORMAS Silver Décor. Thus, the company identifies three main directions for future development: expansion into foreign markets, a new stylistic direction of the product range and joint collaborations.

Expansion into foreign markets

In July 2020, ORMAS Group began exporting its exclusive interior products to the Hong Kong (China) market. As a first step, the company delivered the first silver icorna from its catalogue of small-scale models. Hong Kong company representatives appreciated the high level of craftsmanship and at the moment the company not only agreed on the volume of future supplies but also held talks on setting up a dealership which will take care of product distribution in the Asian region, particularly in Hong Kong, China and Japan.

ORMAS also regards the USA, UK, France, Monaco and the UAE as its priority markets for expansion. These regions are not only renowned for their large number of potential customers interested in art and unique interior items, but also for their wide network of partners.

Particular emphasis will be placed on online communication - the preparation of unique digital materials and catalogues, including 4K video and 3D product catalogues, allowing potential customers and partners to assess any product from the Silver Décor range with maximum precision and detail.

By the end of 2022, the company plans to open a total of 10 official dealer outlets in 8 countries worldwide.

THE NEWEX concept

The current ORMAS Silver Décor catalogue contains over 150 product designs, uniquely suited to a variety of environments ranging from imposing baroque to bohemian art deco. For the positioning of these products two collections will be created from January 2021: HERITAGE (single projects of fancy ships and products with sea shells of high value) and PERFECTION (basic collection of small-scale models of various categories).

Also, the approved strategic plan of ORMAS Group provides for the development of a completely new stylistic direction of the model range. In particular, the company is already working on the creation of a separate catalogue of unique products for modern interiors, embodied in such styles as Bauhaus, high-tech and bionics. The new collection, comprising a range of about 30 different models, is called THE NEWEX, a combination of the words "new" and "excellence". Such products will be primarily made of high quality base metal and combination of precious metals, but at the request of the customer can also be made of sterling silver 925 with a variety of coatings. New items will be produced using modern techniques and technological processes, while retaining a significant proportion of fine craftsmanship.

The main idea of the new concept is to actively involve the target audience of 30 to 45 years old. Products of this style will have not only modern and completely unique design, but also carry a functional purpose. The central accent is an ideological component embodied in an absolutely exclusive form.

A special surprise will be the creation of a patented series of products designed specifically for smartphones and other digital gadgets. The company plans to launch THE NEWEX collection online in spring 2021.

Collaborations

ORMAS Group's new strategy also includes a marketing and communications program that will ensure the company achieves its goals and business performance. The company plans to attract a number of media personalities and Influencers to promote the products, as well as specialists at the stage of design and direct production of the models.

For example, the company plans to attract a number of famous Russian fashion designers to design a range of items from the future modern collection THE NEWEX. Such an unusual integration will allow not only to draw attention of potential buyers, but also to ensure the use of unique stylistic solutions and textures in the objects of the interior, originally characteristic only for clothing and textile accessories.

For the photoshoot of THE NEWEX collection the company is going to use not only basic interior expositions, but also absolutely not typical outdoor locations in order to emphasize the originality and uniqueness of the idea of each new project. The launch of this marketing program is scheduled for January 2021.