When three Bulgarian friends studying in Copenhagen decided to start a jewelry making startup, in 2019, they were following their instinct for creativity and business. They were right
Today, Silenti is one of the most popular brands for silver jewelry on the Bulgarian market, thanks to its groundbreaking combination of Scandinavian minimalism, East European love for flair and... clever market research. Viktor Radin, co-founder, shares more.
Minimalistic, yet with the right touch of splendour – what inspires you when designing Silenti pieces?
Our design philosophy at Silenti Jewelry is deeply rooted in the Scandinavian minimalism we encountered in Copenhagen. This unique style blends effortlessly with Eastern European flair, particularly prevalent in Bulgaria, where our journey continued. We aim to cater to different target groups, from those seeking modern, international trends to those preferring traditional designs with a touch of Eastern European opulence.
Our approach to design is multifaceted. We keep a keen eye on evolving fashion trends, including revisiting styles that have made a comeback, like certain elements from the 2000s. But we go beyond just following trends. We also analyze market data and customer feedback, allowing us to adapt and create designs that resonate with our clientele.
Yet, the essence of our creativity lies in balancing this data with intuition. True innovation often springs from an imaginative leap, foreseeing trends before they surface. Our designs are a symphony of trends, data analysis, and imaginative foresight, creating pieces that not only adorn but also resonate with our customers' evolving tastes.
What is your production process?
Our production process is a global endeavor, designed to ensure that every piece we create is of the best quality. About 70% of our designs originate from our in-house team. The remaining 30% are carefully selected from exclusive catalogues. These designs are then personalized with unique touches such as specific stones or distinct plating, ensuring each piece carries the Silenti signature.
Our stones and silver are sourced from various regions, including South America, Africa, and Asia. This approach allows us to offer a diverse range of materials. Establishing and maintaining strong, reliable partnerships with suppliers is crucial for a steady flow of high-quality materials, vital for the consistency and excellence of our products.
We take pride in crafting some of our special collections right here in Bulgaria, leveraging local craftsmanship and expertise. Additionally, we collaborate with trusted partners in Asia for certain aspects of our production.
What is your favourie part of the process?
The initial design phase. This is where our ideas take flight, where creativity meets practicality. It is a phase filled with excitement and potential, as we envision how each design will come to life and eventually be cherished by someone as a symbol of style and personal expression. There is something truly rewarding about this creative genesis, where the journey of each unique piece of jewelry begins. The moment when a design comes to life is magical, like watching a story unfold from a simple sketch to a piece of jewelry that speaks. It is not just about crafting jewelry but creating a piece of art that resonates with someone's soul.
Do you have a favourite Silenti collection or product?
Our Zodiac collection holds a special place in our portfolio. It is a perfect example of how we incorporate cosmic symbolism into elegant designs, allowing individuals to express their personality and affinity with the stars.
The Bulgarian alphabet collection is another highlight. These pieces are more than just jewelry. They are a celebration of cultural heritage and personal identity and are now popular gifts that symbolize love and connection.
The raw natural stone collection is also significant to us. It showcases nature in its most unadulterated form, appealing to those who seek authenticity and natural beauty in their jewelry.
What is the reason for your success in Bulgaria?
It can largely be attributed to the exceptional customer experience we consistently provide. Our journey is not just about crafting exquisite jewelry, it is about forging personal connections and offering tailor-made experiences that truly resonate with our customers. We have developed thorough and dedicated procedures to ensure every customer feels valued and heard, resulting in overwhelmingly positive feedback.
We treat every customer as an individual with their unique needs and preferences. This personalized attention, combined with our dedication to bringing joy and satisfaction, is the cornerstone of our success.
The overall experience with Silenti Jewelry is what truly sets us apart. We operate on a simple yet profound principle: if a customer is not completely satisfied, we go the extra mile to find a solution that leaves them smiling.
How do you see Silenti after five years?
In the next five years, I see Silenti Jewelry flourishing on the international stage. Our success in Bulgaria is just the beginning. We are setting our sights on bringing our unique brand of contemporary elegance and personalized service to new markets around the globe. First, we are eyeing expansion into Ireland, the UK, and Scandinavia for their exciting opportunities for us to introduce our distinctive designs and exceptional customer experiences. The US and Australia are also on our radar for their vibrant, dynamic markets.
We are also on a mission to redefine the jewelry shopping experience globally. Imagine a world where Silenti Jewelry is not just known, but revered for elegance, quality, and unmatched customer service. We want to be the go-to brand for those who seek not just a piece of jewelry, but a personal, memorable shopping experience. A brand that is not just recognized, but deeply admired and sought after across continents. That is the future we are passionately working towards, and with our dedication and commitment, I believe it is a vision we will turn into a resounding reality.