Editor’s Note
UNOde50, the Spanish jewelry brand, has appointed Sergio de León as its new CEO. He will lead the company’s next phase of strategic growth and global expansion.
Madrid – After several years under the leadership of its founder and president, José Azulay, following the departure of Javier Gala as CEO in 2022, the Spanish jewelry company UNOde50 is opening a new chapter with the appointment of Sergio de León as its new CEO. In this role, he will focus on leading the company’s new phase of growth and international expansion.
Sergio de León has already been effectively integrated into the company, having been performing the duties and responsibilities of CEO since last July. However, it is only now that the Spanish jewelry firm UNOde50 has officially announced the hiring of Sergio de León as its new CEO. He began this role after spending over seven years as part of the management team of the perfumery division of the French luxury goods group LVMH. For this multinational, from March 2018 until this past July 2025, he remained part of the management of Perfumes Loewe, responsible for leading, from Madrid, the online growth and internationalization process of its offerings as Global Deputy General Manager of the Perfumes Loewe division. He attained this position after spending over four years as part of the team of the British multinational spirits company Diageo in Spain, from where he moved to the technology company LG, with which he was associated from September 2009 until his entry into Perfumes Loewe in March 2018.
Regarding this new chapter opening under his direction, “our mission,” he detailed, will be to “continue bringing the strength of Spanish artisan design to the world, betting on creativity, authenticity, and a global vision that allows us to connect with people who consider themselves unique in all markets.”
Founded in Madrid in 1990 by José Azulay, who remains at the helm of the company as president and creative director, UNOde50 is currently present in over 70 markets through a commercial network comprising more than 90 of its own stores and its presence in over 2,500 multi-brand points of sale.
With operations spanning from retail to multi-brand channels, UNOde50 is currently immersed in a determined strategic plan for growth and greater internationalization. The company began writing the first lines of this plan with its entry, at the beginning of the year, into the marketplace of the American department store Nordstrom. This increase in its international footprint is something the jewelry firm has continuously sought to elevate, with new openings in the Printemps department stores in Paris, announced by its management in mid-July last year. Greater exposure to the international market has also been pursued in the strategic US market, where, despite growing trade tensions between the United States and Europe, UNOde50 has started the new season by strengthening its online channel operations, with the landing of its offerings in the Bloomingdale’s gallery marketplace and on the ShopSimon platform of mall operator Simon Property.
All these operations are qualified as particularly “strategic” by the company, and from which Sergio de León must continue to give impetus to UNOde50’s business, and especially its international business. The company opens a new chapter with his appointment, which “reinforces the company’s commitment to international expansion, retail innovation, and the growth of the digital channel, strategic pillars of the brand in this new stage,” in which “the passion for artisan design and the global strategic vision” of the jewelry group “come together to continue positioning the firm as an international reference in the world of contemporary jewelry,” now and already under the executive direction of Sergio de León. Who, as the new CEO of UNOde50, arrives at the firm “to lead its international and digital expansion.”