INTERVIEW
The Christmas gift-buying season may be over, but Wedgwood products- and their potential to bring pleasure to the receiver- are eternal. From tea and dinner sets to crystal glasses- all Wedgwood stores offer a wonderland of sophistication and playful elegance.
Last year a branch of Wedgwood was opened in Georgia, gracing the central Vake district on Chavchavadze Avenue. GEORGIA TODAY spoke to company founder, Nelly Nadirashvili, to find out what it took to bring Wedgwood to Tbilisi.
What inspired you to bring Wedgwood to Georgia?
Family gatherings around a beautifully decorated table are among the most precious memories I keep from my childhood. Whether it was an everyday dinner or holiday celebration, each item was chosen with tenderness and care. I guess I inherited the love for tableware without even realizing it. Wedgwood china is known internationally for its quality and craftsmanship. Wedgwood products are truly beautiful and enhance every home and table. One day, I realized that Georgia could also be part of the amazing world of Wedgwood and that it would be great to give Georgian customers the chance to appreciate the quality and style of Wedgwood.
What market research did you carry out before setting up shop here? Did you do that market research independently or outsource the task?
It is usual to carry out various studies prior to making investments. Preparatory work took lots of our time. We carefully looked into the political and economic situation in the country, studied competitors in the field and evaluated customer behavior towards purchasing the type of goods that Wedgwood and its family of brands offer. All the observations were conducted independently.
What is your background?
I am a practicing lawyer who is trying to use the knowledge and skills acquired during my years of practice not only in the professional field, but also to make my Wedgwood dream come true.
In which ways does Wedgwood fit the Georgian outlook?
Wedgwood, together with its family of brands, has a huge range of products, including formal and casual table settings, bone china and crystal tableware, candlesticks, vases, and other collectibles like clocks, ornaments, special Christmas decorations, annual plates, etc. Wedgwood also offers special wedding lines, HORECA lines, kid’s products, and more. You can see a classic style that recalls the 19th century Georgian evening gatherings, as well as modern shapes and unpredictable matchings of floral and geometric lines that is so trendy for the modern Georgian look.
Wedgwood also offers tea, perfect not only for everyday use, but for those who have a passion for gatherings and drinking tea in style. Wedgwood teas also make the perfect complement to the fine Wedgwood teaware.
What are your expectations for the future of Wedgwood Georgia?
We only officially opened the Wedgwood Tbilisi showroom a few months ago, but within even such a short period of time, we have managed to appear on customers’ shopping lists. Many of our visitors are well informed about Wedgwood, already have some items at home and are eager to add new pieces. Others are simply happy to see a new show-room in the center of Tbilisi where they can find different products matching their sophisticated taste. The attitude of our customers and willingness to buy memorable and desired gifts for every occasion gives us strong ground for optimism for future development.
We believe Georgian customers will appreciate the quality offered by Wedgwood and more Georgians will opt for Wedgwood products to grace their birthday parties, wedding ceremonies, Christmas dinners, family gatherings and other major celebrations.
Along with Wedgwood there are other brands represented in the showroom. All of those brands are from the same luxury level and also offer high quality products, including: Rogaska, a Slovenian brand that has been producing mouth-blown crystal since 1665; a leading American brand Lenox, with all its family of brands; Sambonet – a leading Italian brand for flatware and hollowware; and German Hutschenreuther. So, the Wedgwood Tbilisi showroom has many things to offer customers with a different taste and lifestyle.
Do you see any issues occurring with your main competitor here – Villeroy&Boch?
Georgia is a promising market for making business so being with other well-known brands on the same market is more exciting than problematic. Moreover, Georgian customers are very artistic, stylish and trendy. They need a variety of choices to suit their creativity while choosing a present or a tableware decoration for themselves. By entering the Georgian market, Wedgwood opened a wider choice of better sophisticated ranges for home décor lovers.
Do you have any upcoming promotions?
In preparation for the Christmas and New Year holidays, we had a number of interesting offers for our customers- up to 30% discounts on Christmas decorations and also discounts on a vast majority of items in the showroom. Furthermore, we have special offers and promotions for those who want to purchase an entire tea/coffee or dinner set. We will be further developing offers and posting relevant information on our official Facebook page, Wedgwood Georgia, so keep your eyes open so as not to miss an opportunity to get something special.
Do you have a Wedgwood set at home? Which?
I do have my favorite collections in each brand we represent in Georgia. And of course I have some of those items at home – the Renaissance gold collection for my mixed, classic – modern mood, and for more Alice-in-Wonderland style, I often meet friends over the Butterfly Bloom tea set. I also have some items from Waterford, Royal Albert, Reed & Burton from Lenox, and more.
[Source:-Gerogia ]
