Europa Star: How's business?

U Klementina: Business is good. But, as you know, business has its ups and downs. Winters are always harder, but of course we do not come to work every day thinking negatively. Even so, reality shows us that sales get scarcer during the winter months.

ES: What is the history of U Klementina?

UK: We have had a history as jewellers for many years. And, in fact, we still are jewellers! But since the early 90s, we have taken an interest in watches. We finally decided to add the watch segment in 2003. We have found it to be so interesting and profitable.

ES: Has business changed in the last few years?

UK: Business hasn’t changed enormously in principle, and our attitude towards it has taken shape according mainly to our own experiences with customers. So we have tried to capitalize on each and every kind of taste and need. People need to feel that we have a watch just for them.




Igor Afanaskin and Valeriy Ihnatenko


ES: What is your secret to success?

UK: We don’t actually think that we have a secret as such. But, as a rule, we try to train our staff bearing in mind that customers are very valuable and that our shop will take special care of them. We like our staff to be able to promote and sell in a comfortable atmosphere, speak the customer’s language and inspire in people full trust on the new product they are about to purchase.

ES: How is the relationship between retailers in Prague?

UK: We’d much rather try to learn from other professional approaches towards business. There is no room for rivalry, but there is always room for improvement.

ES: What do you enjoy the most?

UK: We enjoy ordering, buying, displaying and learning about all the watch collections in general. We think that each one holds a special heart and soul and has its own charm. A watch is a fascinating mechanism turned into a masterpiece.

ES: What is your biggest challenge?

UK: Well, of course we set our own challenges and goals, and sometimes feel the pressure that comes along with these. But we don’t dislike challenges at all. Perhaps the biggest challenge so far is to try and increase sales during the winter months. But seasonal ups and downs are not new to us. In a tourist city such as Prague, this is totally expected.

ES: Do you have any advice for other retailers?

UK: We think it’s hard and unwise to advise others, but perhaps we could think of enjoyment and knowledge as keys to a competitive dealership. I would tell people to enjoy the buying and selling through the full knowledge of the products, and customers will feel this too.





ES: Do you foresee any problems on the horizon?

UK: We suppose one of the biggest problems we are facing right now has to do with the fact that global advertising has become a sharp blade, so the battle for getting the latest sports personality or the most popular Hollywood star has become a fierce fight.

ES: How do you handle discounting?

UK: We try to offer special sales throughout the whole of the year. But most customers know that quality is sometimes priceless and even though they expect changes in their pockets' favour, they are usually very well informed about costs before they visit our shop.

ES: Who is your customer?

UK: Our customers are mostly tourists coming to Prague - people who are on holiday, having a good, relaxing time. They then venture into our store as part of the fun. They soon realize that a purchase could be-come a wonderful reminder of an unforgettable city.

ES: How important is customer service?

UK: Very important, indeed. We personally make sure our sales associates are highly trained on the watches they sell.

ES: Do you do after-sales service on your premises?

UK: Yes, we do, including the quick and simple repairs as well as the highly demanding repairs, which, of course, require the highest professional skills.

ES: How do you handle training?

UK: Our employees take training as a personal interest and as a challenge. They study manuals and magazines constantly and we provide them with all of the information that’s available long before the collections arrive.

ES: How important is security?

UK: Very important. We take all security precautions possible into account, from security cameras to security alarms, etc. Our stores have been robbed before. We also specialize in expensive jewels, so that makes our stores very attractive to thieves. We have installed security measures as well as security glazing and metal curtains.





ES: Are you optimistic about the future?

UK: Of course we are. There have been several changes in this country, including social, cultural and economical changes. And we have seen them all. We remain optimistic about the new era opening before our very eyes.

ES: What does time mean to you?

UK: Time means challenge. And it means beautiful watches measuring it!

ES: Do you have a favourite watch?

UK: We do have several actually, but TAG Heuers are superb in style and timeless beauty.


Name: Igor Afanaskin and Valeriy Ihnatenko, owners,
U Klementina Jewellery Watches, Prague, Czech Republic
Location: two stores, Prague, Czech Republic
How long: 5 years
Employees: 8
Size of store: 102 m2
Average sale: 20,000 CZK
Range of price: 5,000 CZK – 100,000 CZK
Best selling watch: TAG HEUER (Carrera)
Brands: TAG Heuer, Longines, Frederique Constant, Oris, Zeno-Watch Basel, Hamilton, Tissot and more.


Source: Europa Star December-January 2009 Magazine Issue