Meet the cufflink king: how Tateossian started with a novelty collection and became a major player
- Robert Tateossian launched his brand in 1990 after spotting a gap in the market
- His cufflinks, bracelets and necklaces are now sold in 1,000 outlets in more than 70 countries
With streetwear and trainers dominating men’s fashion, it would be easy to assume that the market for cufflinks is all but dead. Jewellery designer Robert Tateossian believes otherwise.
The British-based former banker launched his brand Tateossian in 1990, when he saw a gap in the market for novelty cufflinks that were fashionable and expressive. He started out with a small collection made from sterling silver – which wasn’t very common at the time – and quickly gained a cult following in Japan, followed by other markets, including Hong Kong and China.
Today the brand produces more than 100 new styles each season and has over 1,000 points of sale in more than 70 countries. It’s one of the biggest players in the industry, producing its own collections as well as men’s jewellery for Italian label Ermenegildo Zegna.
“The market for cufflinks still exists but it’s not growing. For us, however, we are getting a bigger market share because it’s not viable for other smaller brands to continue. You won’t believe it, but cufflinks still account for 50 per cent of our business. At stores like Selfridges [in London] we are up 38 per cent from last year.
“Men still need to wear them for their first job interview, date or wedding. They still want to look great, even if it’s not all the time like before,” he says.
