“One platform — many opportunities”: How Wildberries is helping the Lucento brand expand its sales scale

“One platform — many opportunities”: How Wildberries is helping the Lucento brand expand its sales scale

Online trade is changing the rules for Uzbek manufacturers, and the jewelry sector is no exception. Wildberries has been operating in Uzbekistan since 2022, gradually covering new product categories, including jewelry. One of the brands utilizing the marketplace's opportunities is Lucento, an Uzbek gold jewelry manufacturer that has been presenting its products on the platform since the beginning of 2024.

Lucento belongs to the Goldmund Tashkent company, which has been operating since 2021 and is organized on the principle of a full production cycle. The company's production workshop in the Chilonzor district of Tashkent city occupies an area of 3,200 m² and is equipped with Italian machinery, with a total of 160 people working at the factory. The brand's assortment includes more than three thousand models and covers the following:

It all starts at the central safe-warehouse, where gold raw materials are brought from the Navoi and Almalyk mining and metallurgical complexes. From here, gold is distributed to workshops where jewelry is made using various technologies: in some places, chains are woven on automatic machines, while in others, jewelry is cast based on 3D-printed wax models. The loss control system is specially designed: a special floor is laid in the workshops to collect the smallest residues, and water and air are filtered. Each finished product is stamped with the AFD hallmark, confirming licensed quality control. At the same time, the market sets its own strict rules for the manufacturer.

“The assortment in this field is almost limitless. If you don't release new designs to the market every month, you can fall far behind the market,” explains Jasur Ruzayev.

In such conditions, the sales channel is of crucial importance. The Lucento brand is developing an offline network through sales representatives and retail outlets, but the role of the marketplace is increasingly growing. Jasur Ruzayev traces the cooperation with Wildberries back to 2021. Back then, the platform's founder, Tatyana Kim, visited Uzbekistan and toured the enterprise. Lucento's first cards appeared on the platform at the beginning of 2024, and since then, sales volume has been growing month by month. The Lucento brand itself operates on a wholesale manufacturer model and distributes products throughout Uzbekistan, while the delivery of orders to the buyer is provided by the infrastructure of Wildberries distribution points. The head of the brand describes the main advantage of the marketplace as follows:

“In an offline store, you put one kilogram of products on sale, and only the person who enters the store sees it, nobody else. The advantage of online trade is that we choose where to show our cards on the marketplace and what audience will see them. In this way, we create an opportunity for an unlimited number of people to purchase our products,” says the head of Lucento.

In addition to providing reach, Wildberries helps promote the brand on the platform itself. Showcase spaces for partners are highlighted on the main page of the marketplace. Another advantage noted by the head of Lucento is reputation.

“Our presence on Wildberries serves as advertising. The fact that we, as a jewelry organization, sell products on this platform is one of the signs for buyers that we deliver reliable products,” notes Jasur Ruzayev.

Lucento's sales geography is not limited to Uzbekistan: the brand can sell in any country where Wildberries operates, and the company sees the online platform as the main tool for expanding business outside its home country. Lucento's immediate plans include actively developing its presence on the marketplace outside Uzbekistan and increasing sales volumes in all available markets. The example of one jewelry company and one marketplace clearly shows how the platform solves several of a manufacturer's tasks at once: sales scale, targeted audience reach, and brand promotion.