Tanya Moss: in constant reinvention | Business Class Magazine

Tanya Moss also does home office. Her house is abuzz with make-up artists, models, photographers, community managers and phones that don't stop ringing.

For the CEO of one of the most famous jewelry firms in the country, confinement has not been a pretext for calm, but has come to revolutionize business strategy, from work mobility to customer relations and providers.

For Moss, rowing against the current is not an alien act. Twenty-four years ago, when Tanya Moss went from being a proper name to a registered brand, the path for jewelry entrepreneurs in Mexico was even more uncertain than it is today.

“Except for Tane jewelry, which is a classic and has been around for many years, in Mexico the most common thing was to buy gold and silver pieces in a market or in one of the bazaars that were set up with some regularity”, recalls Moss.

“There was no fresh proposal and so I started making designs and looking for my opportunities in galleries, looking for jewelers to work with and formalizing my project”.

This is how a first collection with about twenty pieces emerged, which today, seen in perspective, also exemplifies the growth of the brand: in recent years, Tanya Moss has gotten used to launching, on average, eight collections a year.

The formality of the market is another of the constant obstacles. A problem that manifests itself in unfair competition between companies established in the world of taxes and an increasing number of bazaars and itinerant shops.

Tanya Moss: constantly reinventing herself | Business Class Magazine

“There is a huge market for the apocryphal and the informal. A lot of imported supply from other countries that does not contribute anything to the intention of positioning Mexican jewelry ”, she laments.

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Moss has guarded his brand closely.

He opted for the path of formality from the beginning, both when negotiating with the Mexican workshops that produce his designs, and when opening each of his points of sale.

Currently, the firm has 16 boutiques in the country's largest cities, as well as a significant presence in 14 Palacio de Hierro locations and a new brand that it promotes in Liverpool.