Editor’s Note
This article details the strategic transformation of Majorica, the historic Mallorcan pearl company, following its 2021 acquisition. After navigating a complex bankruptcy, the brand has spent 2024 executing a decisive relaunch, culminating in a complete reinvention of its identity within the luxury jewelry sector.
Madrid – Acquired in 2021 by the French company Majolaperla in the midst of a highly complex bankruptcy process, Majorica has since been immersed in a careful yet determined relaunch and market repositioning process. For both objectives, its new management has managed to take more than decisive steps forward throughout 2024, which the Mallorcan firm concludes not with a renewed, but with a completely new identity as a luxury jewelry brand.
As we are on the verge of closing this last year of 2024, the current new management of Majorica, led by Jean-Christophe Queyroux, Corporate Director of Majorica since January of this year, and Didier Grupposo, a professional with a long career within the ranks of the Mallorcan firm, where he has in fact been serving as General Manager since 2019, have decided to take stock of all the company has achieved—and it has been significant—throughout this decisive final period of 2024. This is a year during which, regarding the Mallorcan company, Majorica has successfully completed a wide number of strategic milestones, perfectly aligned with its objectives of not only revitalizing the brand within the Spanish market but also on the international scene. Both goals have been advanced simultaneously through the opening and renovation of points of sale, signing new alliances with commercial partners and distributors, and the acquisition of the Mallorcan jewelry firm Perl Art. This is an operation of the highest strategic value, both in terms of product offering and image, marking a clear before and after in Majorica’s history; the house thus transitions and is reborn from its trajectory as a “fine costume jewelry” house specialized in organic, non-natural pearls, to open a new stage marked by its new identity as a luxury jewelry firm. This new nature is the foundation from which it will seek to continue growing and developing globally, starting in the upcoming year of 2025.
Summarized from a general perspective, and in more detail regarding Majorica’s performance throughout this last year, first in terms of product—naturally the first thing to highlight—aside from the various new collections with which they have tried to respond to market needs (among which we especially celebrate the solidarity bracelet collection launched in November for the benefit of the Red Cross and those affected by the DANA that hit Spain in late October), is the acquisition of Perl Art. This is an operation qualified as “strategic” by Majorica’s own management, which will allow the company, following its purchase, to drive a high diversification of its offering through the design, artisanal manufacturing, and marketing of designer jewelry pieces made from precious materials like gold or natural pearls.
Regarding its strategies for repositioning and consolidation in the Spanish market, throughout this year Majorica has carried out a deep and complete renovation of its “flagship store” in Manacor, the town on the island of Mallorca where the company maintains its headquarters. This store reopened its doors in mid-June, showcasing the new store concept developed by Majorica for its retail points. A model they have continued implementing, adapted, throughout the entire year, through the openings of their new “travel retail” spaces at Malaga and Palma de Mallorca airports; their new store in Barcelona, inaugurated in early October; or their new store in Madrid, opened to the public in late November at number 56 Serrano Street in Madrid, right in the heart of the always exclusive Salamanca district of the Spanish capital.