Editor’s Note
This article highlights the strategic expansion of Spanish jewelry brand UNOde50 into the U.S. market via a key online partnership with Nordstrom.
Madrid – The Spanish jewelry brand UNOde50 is accelerating its international expansion and growth plan, now further strengthening its presence in the United States. This is a particularly strategic market for the firm, where they are now focusing on gaining capillarity through the online channel by bringing their collections to the marketplace of the American department store chain Nordstrom.
With a presence and activity in over 70 countries, the United States stands out significantly, currently positioned as the second largest market for the Spanish company globally, only behind Spain. Despite the current uncertainties hovering over the country’s trade relations due to the new, highly controversial—and constantly undefined—tariff policy on imports that its current president, Donald J. Trump, is trying to push forward, UNOde50 has decided to strengthen this relationship. This move is part of its international expansion plan and its strategies to continue gaining market share in the United States. They are now scaling up these ambitions by bringing their jewelry offering for the first time to the online marketplace of the American department store chain Nordstrom, even while aware of the potential impact on sales that this new tariff policy could ultimately have on jewelry pieces that, as one of their main distinctive values, are presented as designed and manufactured in Spain.
states Asher Azulay, Vice President for the North America region of UNOde50, through statements provided by the Spanish company’s management. These words are complemented by Javier González de Vega, Director of the Marketplace area at UNOde50, who adds:
considering that
characteristics he presents as analogous to the very DNA of the Spanish company.
With this active presence in over 70 countries, UNOde50 operates through a diversified commercial network and operational policy, supported by its activities in both the retail channel—through its more than 80 own stores—and the wholesale channel, with a presence in hundreds of multi-brand establishments. The company is currently immersed in implementing both its new international expansion plan and its new brand image, presented in early December along with its new store concept and new “packaging.” These efforts are further complemented by its presence in the online channel. In this medium, the jewelry firm operates through its own e-commerce platform and its presence on reference marketplaces such as El Corte Inglés, El Palacio de Hierro, Amazon, Macy’s, as well as TikTok Shop. Now, as part of this international expansion plan, they are adding this new Nordstrom marketplace to this series of platforms.
UNOde50 expands its presence in the United States through Nordstrom’s marketplace.
The United States is the second largest market for UNOde50, after Spain.
With this move, the brand seeks to reinforce its ‘premium’ positioning in the United States and reach a demanding consumer capable of valuing the authenticity and Spanish design of its pieces.
“This collaboration,” as highlighted, “reinforces UNOde50’s digital presence in its second most important market, the United States, and allows it to reach new audiences aligned with its positioning” as “a brand of unique and uncomplicated jewelry whose design and manufacturing are done in Spain,” and “with which they seek to awaken the brilliance of the people who wear them anywhere in the world,” point out the jewelry firm’s management. Some “values and positioning that,” they add, “they share with the Nordstrom group, who help and inspire their customers to express their own style beyond just buying fashion.”