Editor’s Note
In an evolving luxury market, Sterling Joyeros demonstrates how heritage brands can thrive by aligning with modern consumer desires for authenticity and connection. As detailed in this interview, the company’s strategic focus on experience and personal engagement is driving significant growth, offering insights into the future of high-end retail.
Market Trends and Consumer Behavior
With over 40 years of history, Sterling Joyeros continues to reinvent itself in a market where consumers seek closeness, new experiences, and authenticity. The brand, which projects closing the year with 20% sales growth, aims to consolidate its position in the luxury segment.
In a conversation with Portafolio, Paula Sánchez, Brand Manager of Sterling Joyeros, discussed consumer trends, the evolution of luxury, and the company’s expansion plans.
“It has been a very interesting year. We have noticed that consumers are once again valuing authenticity, seeking real pieces made with noble materials that last and tell a story. 18-karat gold jewelry, diamonds, and precious stones are regaining prominence. There is increasingly less interest in mass or costume jewelry and more interest in pieces with meaning, often inspired by those jewels inherited from mothers or grandmothers.”
“Yes, and in a very positive way. We can say we have had 20% growth compared to last year. Although 2025 is not over yet, the results are encouraging, especially in the jewelry line. Furthermore, we represent international brands like Panerai in watchmaking and Messika in jewelry, which reinforces our positioning within the luxury segment.”
Current Jewelry Buying Trends in Colombia
“Two trends are evident. The first is vintage pieces, inspired by period designs, with large stones, intense colors, and an air of family heritage. The second is modern and versatile jewelry, designed to be worn every day. They are delicate and comfortable pieces that accompany the current pace of life. At Sterling, we promote the idea that jewelry should not be saved for special occasions: it can be part of everyday life.”
“It depends a lot on the moment and the type of piece. There are clients who start their collection with something small, like small diamond studs, and over time they do an ‘upgrade’ to acquire larger ones. It’s a progressive investment, linked more to emotion and personal meaning than to a fixed budget.”
Customer Profile and Purchasing Power
“In general, 90% of our users are women, but around 45% of purchases are made by men, usually for gifting. However, there is a growing trend of women buying their own jewelry: they celebrate achievements, promotions, or personal stages. They no longer wait for someone else to gift them; jewelry has become a symbol of independence and empowerment.”
Adapting to New Generations and Digital Strategy
“We are a family business with a solid history, but we are also evolving. New generations seek luxury with closeness, a less stiff experience. Therefore, we want our stores to be more dynamic, warm, and accessible spaces, without losing the exclusivity and security that characterize us. The idea is for the consumer to see that Sterling has options for every day, not just for special occasions.”
“We have six boutiques: two in Bogotá and one in Medellín, Cali, Barranquilla, and Cartagena. Because it is a luxury product, our locations are strategic and designed to guarantee personalized attention. It’s not about opening stores for volume, but doing it with purpose.”
“The digital channel is a priority. Although we have not yet launched our e-commerce, the project is very advanced. We believe that jewelry for daily use will perform very well online because our clients already know the brand and trust the quality of our products. Furthermore, we have seen that many consumers combine the experience, visit the physical store to try the pieces, and then finalize the purchase online.”
Growth Targets and Future Plans
“Our goal is to close 2025 with 20% growth, maintaining the positive trend of this year. For 2026, we project an increase close to 30%, leveraged on digital expansion, strengthening the store network, and design innovation.”
“Yes. We are evaluating new locations and, at the same time, the renovation of some existing spaces, especially in Bogotá. We want the stores to reflect the evolution of the brand: more modern, with greater interaction and closeness with the customer.”