In choosing both to exist and to be accomplished, one must never lose hold of one’s dreams and aspirations. Worthy of learning is that the existence of man should not be about his existence alone but also about the essence of his presence. This statement is insightful in keeping up with the account of Dmitriy Krestyanninov whose life soars beyond his name. It is about a dreamer merely wanting to become a watchmaker in Switzerland but eventually became the owner of Brother and Sisters Group LP, a prominent watches and jewelry company in the whole of Europe.
Born in Russia, raised in the northern part of France, and had some experiences in Belarus, Dmitriy Krestyaninov after his 4th year of engineering school craved an instant fascination for e-commerce settled his business in France before relocating it to the UK. His cravings for jewelry as a niche in e-commerce was fuelled by his dissatisfaction with how people were caught in between choosing low-priced plastic jewelry and overpriced hunks of metal. The jewelry available were either cheap and inferior or well-designed and expensive. So, the quest for finding something remarkably pleasant which can represent a chic product yet affordable gave birth to his creation of a jewelry brand.
Brother and Sisters as a brand was founded specifically with the motto: “luxury jewelry without a luxury price” in 2017 out of Dmitriy Krestyanninov’s strong displeasure in the accessories that saturated the jewelry markets. Dmitriy Krestyanninov couldn’t come around the difficulty in finding an elegant accessory that was not overpriced. This jewelry brand started off with the sale of men’s jewelry including bracelets and rings, and then, with the quest for expansion added, its women’s jewelry including bracelets, necklaces, earrings and rings. The expansion idea was superb because it boosted the sales some four times higher.
Acknowledging that his inspiration is the style of Daniel Wellington, a Swedish brand founded in 2011 by Filip Tysander, Dmitriy Krestyanninov’s business strategies in promoting his brand is amazing and all-encompassing. He utilises micro-influencers as his brand ambassadors in promoting his products, and he can boast of over 10, 000 active brand ambassadors worldwide. Uniquely of him, he has his ways of retaining his ambassadors and propelling them to promote his brand passionately and vigorously. He simply gives them an abstract stake in the business by allowing them to choose the quotes they would like to see on the bracelets, and he goes on to actualise their desires.
However, like every other successful business person, Dmitriy Krestyanninov affirms that failure is inevitable for anyone who aspires to succeed and one must not run from it. His amazing and motivating philosophy is that the time for one never to give up is the time one feels like giving up because that is the time one is close to success. He encourages people to adopt an accommodating view of failure. Impliedly, he believes failure should not be seen as a problem just as many people do, rather failure should be seen as notable and should be considered as a mathematical logic problem one has to resolve.
Over and beyond, having made a fortune from the human space, Dmitriy Krestyanninov reinvests his wealth in the human space by providing e-commerce and personal life tips of success in cash and kind. He encourages people to work efficiently and utilise knowledge or information adequately. Having started his business whilst in the university, Dmitriy Krestyanninov inspires his listeners not to wait for the boat but to swim to meet it. Following his academic performance which he pegs at average on purpose, he believes knowing one’s destination is germane as well as setting goals towards reaching the destination.
