Satellite : the bold creativity of a historic Bijorhca exhibitor
A loyal exhibitor since 1988, the brand is returning to its fashion roots, says CEO Cyrille Bonnin.
Oversized earrings, XXL cuffs and giant pearls: at this new Bijorhca edition, Satellite presented a collection that recalls the brand’s early fame, fueled by a 1988 ELLE magazine cover. “Bijorhca was still a small trade show back then!” recalls Sales Manager Ludovic Delpierre. At the brand’s booth, collections are more daring than ever, true to the spirit of the brand. Satellite has navigated the last four decades keeping a close link to fashion, a commitment that its new CEO Cyrille Bonnin is determined to reinforce.
Tell us about Satellite’s evolution and new strategy
We are a fashion brand, but our history is also rooted in accessible jewelry. So we need to maintain this synthesis with collections that are both extremely strong and well-priced. Anyone who enters our stores should be able to find something that fits. These are really hard times, and we are in a segment that, in such a climate, is quickly neglected. So it’s time to go against the tide and go all-in.
How does this translate creatively?
We try to be in tune with the major fashion houses and to be part of the trend while preserving our own identity. We have long been labeled as ‘ethnic jewelry’ but we want something else now. These opulent, bold pieces that were featured on ELLE’s 1988 cover are the core of our story. Today, we are going back to this metallic resin from our early days, which allows us to create larger pieces while keeping a certain lightness.
You’re one of Bijorhca’s longest-standing exhibitors. Why do you still consider it such an essential event?
Our clients are all here so it’s obvious for us to be here too. It’s important to see each other and give them the possibility to discover all the collections within our own, unique space. The trade show represents a whole philosophy of selling, which is even more important to us at a time when we need to reconnect with former clients.
What are you focusing on for this new edition?
To keep impressing, taking risks and inventing, with very bold designs which may be polarizing, but that we continue to sell everyday!
