Market
Gold jewelry production
in Turkey has a 5.000 year
past. We know that the use of
jewelry to enhance beauty was
quite common in all the civilizations
of Anatolia. An heir of this rich jewelry
tradition, Turkey is one of the five largest
players in today’s gold jewelry market, along with
India, China, the US and Russia. It is also one of
the top three producers, along with India and Italy.
Turkey’s gold processing capacity is 400 tons per
year.
Because of the culture of jewelry produced in
small workshops for the purpose of investment,
the jewelry sector is becoming one of Turkey’s
most important sectors. It is a major business,
containing over 40.000 companies that provide
employment for hundreds of thousands of people.
Parallel to world trends, Atasay plays
a pioneering role in the sector, with its
innovative projects in areas ranging from
product development to distribution channels,
communications and marketing.
Since its founding day, Atasay has scored many
“firsts” in the jewelry sector, and is leading the way
in the fashion brands and fast fashion trend.
Achievements
Several Turkish consumer studies show that
Atasay, the best-liked brand in the sector, is a
leading brand when it comes to customer loyalty.
Due to its contributions to Turkey’s exports of
gems and precious stones, Atasay has won the
“Excellence in Exports Award” four times since
2002, and has received the İstanbul Chamber of
Commerce Certificate of Excellence.
In 2003, Atasay was chosen by America’s largest
retail chain Sears from among 10.000 companies
worldwide as the company providing the highest
quality goods and services.
In 2008, Atasay won the grand prize in the
Marketing Communication and Integrated
Marketing branch of the Golden Compass Public
Relations Awards held by the Turkish Public
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Relations
Association for its
“Solitaire Diamond 36
Month Installment Campaign”
In 2010, it earned the London Based Marketing
Association (LBMA) certificate, granted by LBMA
authorities and independent judges to companies
meeting certain quality standards following a
six-month examination and carat-bullion testing
process. With this certificate, Atasay became the
first Turkish brand to be included on the world
Good Delivery List.
Atasay’s “Gold Key” project, held in cooperation
with Garanti Bank, won the “Highly Commended”
award in the Bank Communications Category of
the Adam Smith Awards held by Treasury Today
Magazine.
In the Retail Days 2011 “Retail Sun Prizes”
Atasay was chosen by the Neilsen Research
Corporation as “Turkey’s Most Liked Retail
Institution.”
Atasay was the only brand in the
jewellery sector to be included on
the Superbrands 2012 list. In 2008,
2012 and 2014, it was the only
brand in the jewelry sector to
be included on Brand Finance’s
“Turkey’s Most Valuable Brands”
list.
In the Ipsos “Turkey’s
Lovemark 2013 Study” Atasay
was chosen as Turkey’s Most
Loved Jewelry Brand.
History
Atasay Jewelry has been in top league of the
Turkish jewelry sector for three generations. The
company’s roots extend back to the development
period of the Republic of Turkey. Originally
established in 1937 by Hacı Mustafa Kamer in
the town of Çivril in Denizli province, Atasay
became a driving power in the development and
transformation of Turkish jewelry making from
small business to industrial production.
The most important turning point in Atasay’s
historic development was when founder Atasay
Kamer took his father’s experience and knowledge
and worked to develop and expand the business
into new ventures. In 1965, Atasay Kamer traveled
throughout Anatolia, visiting countless towns
where he made observations and gained both
cultural and commercial knowledge. After this
tour, he began work to found his company.
Atasay Kamer launched his business in 1969
with a 50 m2 shop in İstanbul’s Grand Bazaar, and
from 1980 on, he accelerated his industrialization,
export and branding efforts. In 1989, the Kamer
family, with three generations of knowledge
and experience in
the jewelry business,
founded Atasay
Mücevherat. Until then
production had been carried
out in small workshops in the Grand
Bazaar and its surroundings, but Atasay
raised it to world standards. Gathering all of its
production under a single roof for the first time in
Turkey, Atasay came to symbolize the transition
from traditional to modern production.
The brand accelerated its marketing efforts
between 1990 and 2000, and following its
strategic planning from 1990-2000, it gradually
transformed its identity from that of a producer
to a retailer. Becoming a store brand under the
Atasay name during this period, it concentrated on
efforts to develop a new brand that fit changing
customer needs and lifestyles.
Celebrating its 75th anniversary in 2012, Atasay
joined the major Swiss-based luxury brand
Chopard in an important collaboration. For the
special occasions, Chopard produced a limitededition Chopard for Atasay Good Luck Collection.
This collaboration stands out
as the first and only original
project between a world-class
luxury consumer group and a
local brand in Turkey.
Product
With its gold and precious
stone designs for every life
style, Atasay makes its customers’
celebrations and special occasions
even more special. It keeps close
track of worldwide trends and
emerging technologies as it produces
its collections. Continuing its collaboration
with Fashion Concept Design Consultant Özlem
Süer which it began in 2006, it has adopted a
fashion-oriented approach to jewelry. With its
team of award-winning designers, Atasay touches
women of style throughout the world with its
designs. As part of its brand development strategy,
it now offers product choices especially designed
for every culture, age and lifestyle under fourteen
different sub-brands.
Belle Atasay offers striking designs that allow
fashion-conscious women who love to stand
out from the crowd, to shine every hour of the
day. Myras is produced working together with
archaeologists, editors and fashion consultants.
Every product has its own story. Heykelsi’s
beautifully-formed designs capture the attention of
customers and collectors. Mylove, with hundreds
of unparalleled selections designed as symbols
of togetherness and faithfulness, are symbols
of couple’s love. With its “Design Your Own
Alliance” concept, Atasay is an inspiration to the
sector. One & Only contains solitaire, five-stone
and pave rings. Lovever brings showy diamond
and gemstone collections together with pearls,
semiprecious stones under the “fantasy” category.
ATAkulche presents the Turkish traditional
means of investment, gold, in 0.5, 1, 2.5, 5, 10 and
20-carat selections. With its variety of designs
for special occasions, ATAkulche makes a gift
like no other. Gifty, a rich jewelry collection
ranging from diamond designs reflecting the latest
fashions to everyday pieces, transforms brilliants
into magnificent gifts with its very special designs.
Coronet presents brilliants worked with prongless
and raised center technique giving the impression
of a high-carat solitaire. With Atasay, women can
have the stone of their dreams at very affordable
prices. Jou offers cheerful designs ideal for women
who want to spoil themselves, as well as for men
in search of a gift for their mothers or any special
woman in their lives. 22 Ayar, for those who
like high-carat gold jewelry, combines traditional
motifs with modern details. Asgold Altın offers
affordable elegance for women who want very
special jewels. The Almas line consists of diamond
jewelry that touches women’s souls and leaves
a lasting memory, making them feel so different
that they will never want to be without it. Vive Le
ROI brings men the latest world fashion trends
in jewelry. Kidsy, with its colorful, fun designs, is
specially designed to creat a colorful dream world
for children. Hello dazzles with its own colorful
world, featuring the licensed Hello Kitty design.
Recent Developments
Bringing jewelry to more than 110 million women
around the world since
the day it was founded,
Atasay’s vision for 2023
is to become one of the
world’s largest brands
that set the course
of the jewelry sector.
Aiming to open 500
stores in Turkey and
the world by 2023,
Atasay plans to become
a well known brand abroad
first with its products, then with
its stores. In order to become
a leading brand in the world
jewelry sector with its originally
designed products, Atasay aims
to continue its collaborations
with world brands.
The first brand in Turkey’s
jewelry to practice the concept
of “Affordable Luxury”, Atasay
has worked since 2000 to
destroy the perception that
solitaire stones are unaffordable.
Consequently it has focused on
communications and marketing
work, expanded its product line
with low-weight items, increased
the variety of its distribution
channels with its first outlet and
factory sales store, and held its
“Altıncı Gün” (Sixth-Golden
Day) and “Traditional Golden
Tent Days” sales, not only
helping the growth of its sector
but gaining a steadily increasing
share of the jewelry gifting
culture.
With its approach of opening
multistory stores with a wider
product line than standard
stores on streets home to
many gold and diamond stores
Atasay launched its Gold Market
concept.
With two stores in the
world’s largest shopping center,
Dubai Mall, Atasay opens stores
in popular venues like its three
Northern Iraq locations; Family
Fun Mall and Majidi Mall in Erbil,
and Maziplus Mall in the Duhok
region.
Promotion
Throughout its 78 year history Atasay has always
opened the way for the sector with its creative,
innovative and proactive marketing ideas, and
placed special importance upon communication.
As the first company in Turkey to invest in gold
jewelry branding, Atasay has led the way in the
sales of brand-name products, bringing an end to
the “no name” era. Taking advantage of general
market and consumer trends, the brand began
marketing gem products with the slogan “Trust
comes to jewelry in Turkey.”
Şebnem Dönmez “Just that much” commercials
which aired in 2007 helped turn Atasay into a
legend at home and in neighboring countries,
replacing the word “solitaire” with “just that
much.” Having changed the “unattainable”
consumer perception of precious stones with
its communication and marketing efforts, Atasay
continues its communication and marketing activity
with the slogan “Every day is worth celebrating.”
Atasay’s goal is to be helpful to its customers
on special occasions like Valentine’s Day and
birthdays. These special occasion campaigns are
making it a leader in its sector. When it comes
to the development of the jewelry sector, one of
Atasay’s most important projects is its “Traditional
Golden Tent Days.”
Atasay sets an
example, not only
with its collections
but with its pieces
which both
witness the past
and illumine
the future. Its
first project in
this capacity
was its book,
“Living Anatolian
Jewelry”, which
examined jewelry
by living craftsmen
in Anatolia,
region by region.
Along with this
book, Atasay’s awardwinning design team blended
historical techniques with modern
fashion lines to create a brand
new collection. This collection
was displayed in a fashion show
in the New York Metropolitan
Museum, where it received an
enthusiastic response. Continuing
to be produced after the show,
the collections were gathered into a
book titled Golden Gallery, by İzzettin
Çalışlar.
Brand Values
A powerful brand, Atasay has placed
its name on a host of “firsts” since it was
established. Its practices from 1978 on have won
the trust of its consumers and allowed it to play a
leading role in the growth of its sector, as well as
become an important Turkish player in the world
league. Consumers’ trust in the Atasay brand
can be summed up in its difference in its sector,
its pioneering, driving mission, the quality of its
products, hand-worked craftsmanship, variety and
design-oriented approach. Thanks to its innovative
marketing practices, Atasay provides its customers
positive, joyful experiences in the jewelry sector.
Designing its products with a difference and
innovative approach that will improve the sector,
it is supported by expert designers and scholars.
It offers consumers quality, unique products with
high added value at affordable prices, and guides
consumer preferences.
Today, Atasay is the leader in Turkey’s jewelry
sector. In the years to come, this well-established
brand aims to be the brand preferred by
consumers around the world.
www.atasay.com
THINGS YOU DIDN’T KNOW ABOUT
Atasay
› Placing its name on many “firsts” since its establishment, Atasay has been a pioneer and a source of inspiration in its sector.
›With its “36 month installment campaign” on solitaire rings, with the slogan “just that much”, Atasay made the solitaire affordable.
›Its “Traditional Golden Tent Days”, first held in 2010, were a new success in Turkey’s jewelry sector.
›In 2012, the Swiss-based Chopard, a leading brand in the luxury sector, produced the limited-edition Chopard for Atasay Good Luck Collection in recognition of Atasay’s 75th year.
›In 2014, Atasay Mücevherat took part in a special section for respected design brands at the Ficenzaoro Fair, the most important fair in the jewelry world, held in Vincenza, Italy.
›In 2014, a Mediacat study of consumer behaviors for Valentine’s Day showed that Atasay was the first jewelry brand to come to mind at the mention of Valentine’s Day.
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