SOKOLOV — jewelry store franchise

SOKOLOV. Bold is Beautiful

• SOKOLOV is the fastest-growing omnichannel jewelry brand in Russia and CIS, offering 30,000+ SKUs across gold, silver and diamond jewelry through 1,050+ stores in 9 countries. The franchise offers a proven, time-tested retail concept with no lumpsum fee and full operational, marketing and design support.
• SOKOLOV has 4,500 partners in 9 countries globally. The store concept was developed with Landor & Fitch (London) and can be adapted to any retail location type. In-house design studio: 50 artists and designers, 600 designs/month, 3 main collection launches/year.
• Mobile app: 6M+ installs. Loyalty program: 23M members. Net revenue 2024: $580M. Own Production: 50,000 m² facility, 2,500+ employees, 20M+ items/year in gold, silver and platinum.

SOKOLOV Group of companies is an omnichannel jewelry retailer with the largest in Europe own jewelry production and retail network, founded in 1993 by Alexei and Elena Sokolov as a small family workshop in Kostroma, Russia. Today SOKOLOV is the most recognizable jewelry brand in Russia, holding 18% market share and ranked #1 in the jewelry category of OMI's Top 20 favourite brands among Russian consumers for five consecutive years.

As of the end of 2024, SOKOLOV operates 1,050 stores in 9 countries: Russia, Azerbaijan, Belarus, Kazakhstan, Kyrgyzstan, Serbia, Turkmenistan, Uzbekistan and Moldova. The company owns one of the largest jewelry production facilities in Europe — 50,000 sq.m. in Kostroma region — producing over 20 million items per year. SOKOLOV's mission is to bring beauty to customers, guided by five core values: leadership, rationality, growth, care, and teamwork. The brand operates in the affordable luxury segment (competing with Pandora and Tous) and also offers the SOKOLOV PREMIUM sub-brand for diamond jewelry in the $1,000-$5,000 range.

Franchise Advantages

• Proven retail concept
  1,000+ stores in 9 countries since 2019, time-tested and continuously refined.
• Confirmed profitability
  Revenue starting from 1,100 USD per m² of store area/month based on format and location.
• Wide assortment
  30,000+ SKUs, 600 new models/month, 3 major launches/year, all produced in-house.
• No lumpsum payment
  Low barrier to entry compared to other jewelry franchises.
• Strong brand
  #1 jewelry brand in Russia for 5 years, 96% aided brand awareness, 23M loyalty members.
• Full support
  Operational, merchandising, retail design, marketing and assortment support, training: regional sessions for store managers, in-store training, e-learning materials, unified service standards.
• Loyal customer base
  60% repeat purchase rate, 90% NPS.

Franchise Concepts

SOKOLOV offers two franchise concepts: standard SOKOLOV and SOKOLOV PREMIUM. The standard franchise features a revolutionary store design developed with international agency Landor & Fitch (London), combining digital innovations, mood boards and creative storytelling. Three store formats are available: HYPER (from 150 m²), MAIN/LIGHT (from 50 m²), and KIOSK/ISLAND (from 12 m²).

SOKOLOV PREMIUM features an elegant dark-palette design with gold accents, specialising in 14K/18K gold jewelry adorned with diamonds and precious stones, targeting the premium segment ($1,000-$5,000). Franchisees receive full access to 30,000+ SKUs, 3 new collection launches per year with 600 new designs monthly, and comprehensive support across 6 areas: operational support, visual merchandising, training, retail design, marketing, and assortment adaptation to local preferences.

SOKOLOV offers several store formats to match different investment levels — from a compact Kiosk/Island to a full Hyper store. Investment details are provided individually upon request, based on location, format and market specifics.

Store Formats:

1. SOKOLOV HYPER format: from 150 m² — key shopping centers and A+ locations.
2. SOKOLOV MAIN / LIGHT format: from 50 m² — A or B locations, ground floor preferred.
3. SOKOLOV KIOSK / ISLAND format: from 12 m² — showroom with bestsellers.
4. SOKOLOV PREMIUM: from 40 m² — key shopping centers and A+ locations only.

Franchise offer

SOKOLOV offers a full-package partnership to open and operate mono-brand jewelry stores under the SOKOLOV or SOKOLOV PREMIUM brand. The offer includes: full access to 30,000+ SKU assortment; ready-made store concept and design (developed with Landor & Fitch); operational and marketing support; training (regional sessions, in-store, e-learning); use of the unified loyalty program (23M members); no lumpsum fee. Franchisees work exclusively with SOKOLOV products and follow unified pricing, service and merchandising standards.

Initial investment: on demand (depends on format and location).
The entry-level format is the KIOSK/ISLAND — the most accessible option to start.
Payback period: up to 36 month.
Average turnover per month: starting from 1,100 USD per m² of store area/month based on format and location.
Royalties: a royalty fee, typically 2% of gross sales, is paid to SOKOLOV, ensuring continual access to brand support and resources.
Franchise fees: no lumpsum payment required.
There is no upfront franchise (lumpsum) fee. Financial terms including royalties and marketing contributions are provided individually upon request.

Requirements to buy franchise

• Standard SOKOLOV: Brand-approved location (A/B shopping center); façade width min. 6m; area from 12 m² (Kiosk), 50 m² (Main), 150 m² (Hyper). Investment details — on demand.
• SOKOLOV PREMIUM: A+ shopping center only; area from 40 m²; façade width min. 6m. Investment details — on demand.
• Both formats: 100% SOKOLOV product assortment (no mixing with other brands); compliance with unified pricing, service and merchandising standards.