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06-01-2023 Written by Loïs

Meet the team: Arthur

Meet the team Arthur

Meet the team at Abrazi. The team consists of jewelry experts - from production to marketing and retail to online - with a love for weddings, brides and grooms. Being a small, growing team, we each wear different hats, but together we have a clear focus: to establish Abrazi as the most beautiful bridal jewelry brand in Europe and beyond. This time we get to know founding partner and managing director, Arthur.

Arthur Bax

Founding partner and managing director

What is your role within Abrazi?

As a founding partner and managing director, I am responsible for determining the organization’s strategy, maintaining contacts with staff and board, maintaining customer relationships, and leading operational staff.

Can you tell us more about the origins of Abrazi as a founder?

Yes, of course - Abrazi was founded in 2003 as a student project. A good friend of mine started the company as a graduation project. His then-girlfriend was responsible for designing the jewelry, and I was hired to manage sales. Initially, Abrazi was not specifically focused on bridal fashion, but I soon discovered that there was room for a brand that specialized in this niche. Thanks to our quick delivery times, in-house production and creation, flexibility, and high quality, we have been able to secure many regular customers. Some bridal shops have been working with us for more than 18 years now.

What is the most fun part of your job?

Being a managing director is diverse. In addition to my management tasks, I am also involved in sales. Every week is a challenge to make sure we meet our sales targets, serve customers on time, and develop new collections. There are so many aspects that you are involved in - that makes it fun and challenging for me.

What is your go-to work outfit?

This depends on what I do on a day, if I’m visiting a customer for example, I try to look a bit more dressed up. A shirt, nice pants, sneakers in the summer and more formal shoes in the winter. At the office, I wear what I feel comfortable in and what allows me to work easily, so sometimes jeans and a comfortable t-shirt.

Gold or silver?

Silver.

What is the first thing you do in the morning?

Showering.

Without what can’t you start your day?

A good Shower.

Who or what inspires you?

Good question, who inspires me? There are several great artists from the past that give me inspiration, such as Prince, Michael Jackson and George Michael. What inspires me about them is how they made their music and how they promoted themselves and their music. They made hundreds of songs, but only selected ten that made the album, and all those songs had to be a hit. I get inspiration from how they did that in the past with the limited technology and resources they had at the time. An example of this is what Michael Jackson often did, having a photo taken of him in a large oxygen tank. That would then leak out into the world, and he would see that album sales would increase the next day because the press was writing about him. George Michael, Prince and Madonna also did this.

App or Call?

Apple, sorry, calling. I thought you were asking about Apple or Android.

What is your favourite dish?

A good steak, or a good pasta. For me, a good pasta is very simple with 3 ingredients.

What would you serve at your wedding?

Italian, I think a 3 to 4 course menu, completely Italian. Burrata salad with good tomatoes, a lemon risotto, and of course a delicious tiramisu.

What did you want to be when you were little?

A radio DJ

What do you think is the most iconic wedding?

I think it’s the wedding of Princess Diana, so classic, so authentic. Also because she is no longer with us.

Favourite restaurant?

There are so many. At the highest level, that’s De Librije, but it’s just a real experience, a once in a lifetime experience. In Amsterdam, I think Visaandeschelde is great.

What is the best advice you have received or can give?

“The best advice I’ve ever received is “who can share can multiply”. That means that when you give something to someone else, you create a chance to grow together. If I were to give advice, depending on the situation, I would give the same advice. And as a second piece of advice: if you don’t know where you’re going, you’ll never get there.

What is your favourite item from Abrazi?

For men, it’s currently the blue suspenders, for women I would choose the Century earrings, they’re very stylish.

Last encore?

That I think it’s really cool that brides and grooms buy an accessory from Abrazi that is worn on the most important day of their lives.

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