Amsterdam, 16 August 2020
Today, TI SENTO – Milano, the European jewellery brand, has launched its digital flagship store in China on Alibaba’s B2C e-commerce platform Tmall Global.
Founded in 2003, TI SENTO - Milano, called 蒂姗特 in Chinese, is a European affordable luxury jewellery brand headquartered in Amsterdam, the Netherlands. Since its change in strategy TI SENTO has developed rapidly the past three years and currently has over 3000 selling points in more than 30 countries around the world. The combination of digital channels and department stores as well as online and offline integration, makes TI SENTO gradually become synonymous with a new generation of high-end silver jewellery worldwide.
“We have spent a good year to understand the Chinese market but above all the Chinese consumer. Chinese women are independent, confident, beautiful and fashionable. Jewellery has become an important part of their daily wear. The size and importance of the Chinese market should not be underestimated. We know it requires focus, understanding, patience and experience. The foundation we have set over the past 17 years and the change in our global strategy will allow us to really focus on this. I am convinced that we can combine local opportunities with global goals to take the brand to the next level.” Says CEO Arjan van Zuylen
A recent article on Jing Daily titled The Rise of China’s Girl Boss — Luxury’s Newest Target details that “Despite a deep-seated patriarchal culture, China is one of the world’s top countries regarding executive gender equality. It now has the world’s highest proportion of women working in senior management positions, the second-largest percentage of female CEOs, and a full half of the world’s self-made female billionaires. Living in a traditionally male-dominated country at an entrepreneurial zeitgeist, these women want designs that accentuate both professional poise and femininity.”
Therefore, “A design for women by women seems like the perfect way to satiate the Sheconomy’s new appetites.”
“TI SENTO - Milano is a brand designed for women by women. I can’t wait to see Chinese women wear our jewellery. TI SENTO is looking forward to meet the needs and expectations of Chinese women to provide them with more diverse jewellery choices. We are very excited to cooperate with Tmall Global, so that our Chinese friends can easily and quickly own TI SENTO jewellery." Continues Design and Art director Lilian van Zuylen
TI SENTO foray into the Chinese market started more than a year ago, supported by Five Degrees, a Dutch-Chinese boutique consultancy that helps Western companies enter and navigate the Chinese market. “After a period of hard work in uncertain market conditions, where we have helped build the foundation of TI SENTO's China operations, team and partner network, we are confident that they are ready to capture the hearts and minds of women across China”, says Bei Wang, Chairman of Five Degrees, a female business leader herself.
About : TI SENTO – Milano. Goldsmiths who love silver | since 2003.
Founded in 2003, TI SENTO – Milano is a European affordable luxury jewellery brand with headquarters in Amsterdam, Netherlands, focusing on high-end silver jewellery. It is inspired by the exquisite elegance of Italian fashion, emphasising handmade craftsmanship and attention to details. All TI SENTO jewellery is made with 925 sterling silver. In order to give the silver an extra shine and protection, our jewellery are always rhodium plated, or 18K yellow gold or rose gold plated.
We create timeless pieces that are distinctive yet wearable, and encourage women to follow their heart, dare to show their true selves by Mixing & Matching.