DeFacto Brings Luxury Accessibility with 40-Piece Diamond Collection: 'Design to Value' Strategy

One of Turkey's leading fashion brands, DeFacto, has entered the diamond sector for the first time. The company is offering a 40-piece collection in 22 stores and online channels. İhsan Ateş, CEO, emphasized that while diamonds are real, prices are determined by DeFacto. The brand aims to democratize luxury by reaching broader audiences through its 'design to value' approach. Designers eliminate elements that do not meet customer needs, allowing the company to offer products significantly below market prices. The initial collection features daily-use pieces, with plans to expand variety in the future. DeFacto is enhancing its presence in the jewelry category while expanding its product range from ready-to-wear to accessories.

Markets will watch this strategy. DeFacto's initiative to make luxury accessible is adding a new dimension to pricing policies in the fashion sector.