News Jewelry News

【Seoul, South】Jewelry Brand ‘PRETTICA’ Emerges as a Rising Star in Garosu-gil

Nov 5, 2020

Editor’s Note

**Editor’s Note**
PRETTICA’s rapid success in Garosu-gil, with monthly sales surpassing 100 million won, highlights a growing consumer appetite for curated, workshop-style craftsmanship. By uniting eight distinct designers under a cohesive brand identity, Alice Project demonstrates how individuality and consistency can coexist—a model worth watching in the competitive jewelry market.

Jewelry brand ‘PRETTICA’ has become a rising star in Garosu-gil, recording monthly sales of over 100 million won. The brand, under Alice Project (CEO Park Kyung-man), is a workshop-style handmade brand featuring collections from eight individual designers, including Kevin (Park Kyung-man) as the lead designer. The store is divided into sections named after each designer (Alice, Chedda, Jerry, Kevin, Mickey, Sophie, Victoria, Wendy), showcasing their unique collections while maintaining brand identity through shared materials and details.

CEO Park Kyung-man’s Explanation

CEO Park Kyung-man explained,

“It’s similar to the principle of creating language by combining Korean letters differently. Multiple designers work within one brand, each creating their own designs based on common materials. We are growing rapidly by sharing each other’s know-how. At the same time, since we create collections under our own names, there is a special sense of responsibility and passion for creation.”

Workshop-Type Brand System with 8 Designers

Although each designer develops their own collection and sales trends vary, their salaries are not proportional to sales. Park added,

“If compensation is focused on sales, only items with high sales will be developed. I judged that this would negatively affect the brand’s creativity and identity in the long term. Of course, there is compensation for performance, but the designers also feel that a salary system proportional to sales is not suitable.”

Since PRETTICA’s launch in 2015, the studio system was established in 2017. This allowed the brand to build power, and both brand power and sales began to mature this year. In the first half of this year, the flagship store in Garosu-gil doubled its space.
Park stated,

“If the past was a time to build internal brand strength, we are now considering expanding stores in major commercial areas. We aim to showcase designers’ jewelry tailored to each region and commercial district in high-traffic areas. By creating workshops that operate stores in each region, we can offer products suited to the local market. Since each store will have different affiliated designers, differentiation between stores will be easy.”

Goal of Store Differentiation by Commercial District Workshop Composition

He continued,

“PRETTICA’s branding is based on two things: a studio work system where multiple designers collaborate, and producing all products 100% by hand without using casting molds. We will grow by balancing offline and online through the sensibility of products and stores.”

CEO Park Kyung-man, who majored in visual design, has been involved in jewelry OEM & ODM business for nearly 20 years. With a passion for handmade items, he launched PRETTICA in 2015, emphasizing the value of handcraft and craftsmanship. The studio system was established and the store opened in 2017, maintaining a 1:1 ratio of offline to online sales. The offline store is located in Garosu-gil, Sinsa-dong, and online sales are conducted through its own mall, as well as Shilla and Shinsegae online duty-free shops.

Full article: View original |
⏰ Published on: November 05, 2020