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Interview with Quadri Gioielli
“Quadri Gioielli is a family business founded in 1968. We create Italian jewellery in gold and silver, and from 2023, our products have also been available in the UK. Today, over 80% of our production is exported to international markets.”
Alberto
CEO of Quadri Gioielli
Quadri Gioielli is an Amazon Selling Partner based in Italy with a wealth of experience. It has been selling locally produced jewellery on Amazon.it since 2018, and in 2023 they decided to expand into the UK.
Tell us about your business: how did the partnership with Amazon in the UK begin?
Founded in 1968, we are family-run jewellers and goldsmiths with extensive experience in working in international markets. About five years ago, we started experimenting with Amazon, back when jewellery, particularly products made in Italy, was still a niche product group. After some initial mistakes, we realised that with the right product and clear communication, the market response could be very positive.
We officially started selling on Amazon UK in October 2023, although we had already worked with the UK before Brexit through the Pan-European Programme. After a break, we returned with the reopening of the market. Initially, we listed some silver SKUs, which immediately received good feedback, leading us to gradually expand our offering. Today, we sell mainly silver products on Amazon, thanks to more affordable prices and greater ease in managing returns.
We officially started selling on Amazon UK in October 2023, although we had already worked with the UK before Brexit through the Pan-European Programme. After a break, we returned with the reopening of the market. Initially, we listed some silver SKUs, which immediately received good feedback, leading us to gradually expand our offering. Today, we sell mainly silver products on Amazon, thanks to more affordable prices and greater ease in managing returns.
At what point in your expansion journey did you decide to enter the UK market and why? Had you already sold your products in other countries?
From the very beginning of our journey with Amazon, we decided to establish a presence on all European marketplaces simultaneously, including the UK. Initially, we tested the Pan-European Programme and identified the most competitive marketplaces. The first strong signals came from Germany, followed by the UK.
We already had some knowledge of the UK market, as we also sell in the US as manufacturers through another seller. In that context, we noted which products were most successful and used this information to shape our overseas approach. It was a natural choice, especially considering the cultural similarities: both the UK and Germany tend to prefer classic, timeless jewellery, while other European countries are more inclined to follow trends and fashion.
We already had some knowledge of the UK market, as we also sell in the US as manufacturers through another seller. In that context, we noted which products were most successful and used this information to shape our overseas approach. It was a natural choice, especially considering the cultural similarities: both the UK and Germany tend to prefer classic, timeless jewellery, while other European countries are more inclined to follow trends and fashion.
The British market responded much more quickly than the others. We have also seen that the perceived value of ‘Made in Italy’ is much higher abroad than in Italy itself, where competition, both online and offline, is much fiercer.
UK customers are different: on Amazon, products with a classic design achieve great results. Currently, out of the approximately 100 products we offer, we mainly sell product bundles rather than individual items in the UK.
How is your business structured in the UK? How do you manage VAT and taxes: did you rely on Amazon's VAT Services or a third party?
We are a family-run Italian limited liability company (S.r.l) with experience in selling abroad, both online and offline. We have a VAT number and meet all the necessary legal and tax requirements. Initially, we used Amazon's VAT Services to manage tax returns; today we rely on Taxually for the EU and Avalara for the UK. Amazon has also supported us in registering VAT numbers in individual European countries.
How have you managed product-specific regulations and requirements in the EU?
We provide the technical documentation ourselves; as our production is in-house, we know the materials and regulations. We prepare documents internally, including test certificates, and declare compliance with European standards. Amazon has never rejected the documents we submitted and the system works well for us.
How do you manage inbound logistics? Do you rely on Amazon's shipping and customs services for the UK? How do you handle international returns?
We manufacture in Italy and ship our packages to Amazon Fulfilment Centres in Italy for the EU market, while for the British market we ship them directly to the UK.
For shipments to the UK, we use Amazon's Customs Clearance and Shipping service. UPS handles transport directly from our warehouse to Amazon warehouses in the UK, and AVASK is responsible for the entire customs clearance process.
In the UK, a local partner collects returns and sends them back to Italy; in other countries, Amazon directly manages return shipments.
What tools or software do you use to create and manage your listings in the UK? How do you handle translation and content quality?
I create everything manually on Seller Central. Over time, I’ve got used to working with spreadsheets, which I prepare specifically for each country.
We keep an eye on keywords to optimise performance on each marketplace and tweak them if needed. We also carefully write titles and descriptions to boost search effectiveness.
Rufus, Amazon's conversational assistant that has been introduced in the United States, will be a game changer if it is also rolled out in the five European marketplaces. Now users can simply ask: “I'm looking for an elegant piece of jewellery. What would you recommend?” and receive suggestions without relying on precise keywords.
This brings a new challenge: understanding how Rufus interprets search. Keywords are becoming less relevant and it's crucial to be curious, flexible and open to evolving strategies.
As far as translation is concerned, I draft the content using online translators and then have it reviewed by native speakers. The photos and graphics are managed externally.
We keep an eye on keywords to optimise performance on each marketplace and tweak them if needed. We also carefully write titles and descriptions to boost search effectiveness.
Rufus, Amazon's conversational assistant that has been introduced in the United States, will be a game changer if it is also rolled out in the five European marketplaces. Now users can simply ask: “I'm looking for an elegant piece of jewellery. What would you recommend?” and receive suggestions without relying on precise keywords.
This brings a new challenge: understanding how Rufus interprets search. Keywords are becoming less relevant and it's crucial to be curious, flexible and open to evolving strategies.
As far as translation is concerned, I draft the content using online translators and then have it reviewed by native speakers. The photos and graphics are managed externally.
What is your strategy for advertising and for promoting your brand? What are the main tools you use?
For advertising, I rely on external support because managing hundreds of campaigns can get complicated. At the beginning, we managed everything internally, but as volumes increased, we had to turn to professionals. The budget is adjusted based on sales and margins. During the festive season, our advertising budget increases significantly.
We use all the tools at our disposal: Sponsored Products and Sponsored Brands, for example. Sponsored Products is our favourite, as it generates immediate sales. However, users who are exposed to all types of advertising tend to convert much more over time; seeing more products builds trust in the brand.
We use all the tools at our disposal: Sponsored Products and Sponsored Brands, for example. Sponsored Products is our favourite, as it generates immediate sales. However, users who are exposed to all types of advertising tend to convert much more over time; seeing more products builds trust in the brand.
Have you noticed a significant difference between European and UK customers?
I haven't noticed any significant differences between UK and European customers; both appreciate Italian design and have similar expectations in terms of quality. The only difference is that the UK market is more traditional and less interested in fashion trends and new styles than the European market.
How do you decide which selection of products to offer in the UK?
Since we already have customers in the United States, we have listed the same best-selling items for the British market because tastes are very similar for both. As I said before, the UK market prefers classic Italian tradition over fashion trends. In Italy, there are local trends to follow, but these trends fail to catch on in the UK; there, classic Italian jewellery is the most popular.
How long did it take for your business to become profitable? Do you have any tips to share?
It was a steady journey towards profitability, which took about a year. With the knowledge I have today, it would probably take even less time!
For a business starting from scratch, my advice is to begin in a large, competitive market, because that is where you learn the best way to manage listings, prices and optimisation. Consistency is key: you need to experiment, optimise Amazon costs and not get discouraged.
If you can succeed in a complex marketplace, scaling to other marketplaces becomes easier. Starting in a small, straightforward marketplace can be discouraging and demotivating, as you are not realising your full potential and the challenges are less exciting.
How do you see your business on Amazon in the UK evolving over the next 12 months?
Over the next 12 months, we will be focusing on Germany and the UK, so we expect further growth. We will expand the catalogue with new variants to better meet demand and increase sales.
What advice would you give to selling partners who are starting to expand into the UK?
My advice to new sellers in the EU is to start with one marketplace at a time, learning about its local culture and logistics, and then gradually expand. Patience and data analysis are essential. The challenges are many, but once you overcome the initial obstacles, you’ll find your own pace and balance.
To young entrepreneurs I say: go slowly, it takes time. Learn from initial challenges and mistakes, and you will see that the right product, accompanied by effective communication, always works well.
To young entrepreneurs I say: go slowly, it takes time. Learn from initial challenges and mistakes, and you will see that the right product, accompanied by effective communication, always works well.
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