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 Díaz del Río to produce just 50 numbered units of each piece of jewellery, making the product special and exclusive.
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, Málaga, Salamanca and San Sebastián. Two are franchises and eight retail corners in El Corte Inglés 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.
