The hints never stopped between the influencer colleagues and besties Bianca Ingrosso and Lovisa Worge in the spring of 2021. Some kind of corporate collaboration was in the works – but what?
In the end, it was clear that the duo would launch a jewelry venture together, namely Ani Jewels, and where Tom Hope founder Tomaj Sangchi took over as CEO.
The first year went smoothly and Breakit can now reveal that 2023 was no disappointment for the entrepreneurs either.
Ani Jewel’s net sales increased from SEK 19.3 to SEK 23.5 million. However, the profit does not keep the same pace – here they lose from 4.6 to just under 1 million kroner. The jewelry went on sale in May 2022, for the sake of comparison.
CEO Tomaj Sangchi feels satisfied.
“The growth comes from the fact that we have expanded the range and that more customers have found their way here. Even though Ani is a start-up and, so far, smaller company, we have been releasing new jewelry every month,” he tells Breakit.
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Ani Jewels has expanded abroad during the year. In two years, they have sold about SEK 50 million worth of jewelry.
“We have a strong presence in Sweden, but have also launched in Norway and things have really started to take off here. Although we are still a very small team, we plan to grow and expand our workforce throughout the year.”
Lovisa Worge, Tomaj Sangchi and Bianca Ingrosso
The reason for the loss of earnings, believes Tomaj Sangchi, must be long-term investments.
“We have invested time in developing the brand and our products, investing in marketing and improving our e-commerce. These investments have not been to maximize the margin in the short term.”
The Caia founders sold off
During the journey, the entrepreneurs Mikael Snabb and Jesper Matsch have also been helpful. They are behind the make-up giant Caia together with Bianca Ingrosso and Vanessa Lindblad.
However, in December, they both chose to make an exit from Ani Jewels by selling all their shares.
“We have sold to focus on our investment in Caia. But we will continue to help Bianca and Lovisa as advisors,” Mikael Snabb told Breakit at the time.
Not unthinkable with new partners
At the same time, Bianca Ingrosso and Lovisa Worge strengthened their grip on Ani Jewels. From this point on, Bianca Ingrosso became the real principal to 50-75 percent, while Lovisa Worge accounts for 25-50 percent.
Could it be relevant to bring in new partners?
“It is not impossible that more shareholders may be added in the future, although nothing of the sort is currently planned. Should there be a perfect match, it is not unthinkable,” says Tomaj Sangchi now.
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In addition to Ani Jewel’s e-commerce selling well, one of the year’s big events was the pop-up store that the company opened before Christmas shopping.
After Bianca Ingrosso’s success with Caia’s pop up at NK in Stockholm (which has now been extended), Ani Jewels didn’t want to be worse. It added more flavor, quite simply.
“Being able to show off our jewelery was absolutely magical for us, and was very much appreciated by the customers. We definitely want to create something similar in the future.”
Are there plans for permanent stores?
“Not right now.”
Next, further expansion is on the cards for Ani Jewels. But Tomaj Sangchi does not want to reveal which markets they want to enter. Caia, for example, has gone all in on the launch in Germany, where they employ local influencers, among other things. Maybe it could be something.
“There are a number of interesting markets that we will be evaluating for future expansion next year.”
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