Uno de 50

founded by

Concha D�az del R�o

belongs to

Jos� Azulay

about

The Spanish costume jewellery and accessories brand was created in 1996 by a group of designers looking to move away from the traditional in favour of something new and original. The name (One of 50) comes from the idea of founder Concha D�az del R�o to produce just 50 numbered units of each piece of jewellery, making the product special and exclusive.

In 1999, oncha D�az del R�o brought in Jos� Azulay to run the company, who today is both chairman and owner of the brand, and has carved out a niche for this quirky jewellery.

Ever since it was first launched, the brand has aimed to connect with its customers� feelings, ideas and passions, offering an unconventional product with a sense of humour. It seeks to go beyond the mere utilitarian value of each object, using them to communicate a message.

Uno de 50 collections include rings, bracelets, ear-rings, necklaces, key-rings and belts. They use a variety of metal alloys plated in silver. Natural leather is also a key material. In keeping with company philosophy, meticulous packaging is an important part of the process.

Uno de 50 is a regular at major tradeshows like Bread & Butter in Barcelona and Premiere Vision in Paris. It sells at select multi-brand retailers and began to open up its own POS a couple of years ago. It now has a total of nearly 30 in leading cities like Madrid, Barcelona, Bilbao, M�laga, Salamanca and San Sebasti�n. Two are franchises and eight retail corners in El Corte Ingl�s department store. Exports account for 30% of turnover and take Uno de 50 goods to more than 30 different countries, including Italy, France, Australia and New Zealand.

Uno de 50 shops sport a strong image and have become well known for their striking use of red with metal detail and the characteristic brand padlock.

Future projects include global expansion to the world�s major capitals by means of own stores. Paris and New York are set to become the first ports of call.