NXT LVL Brands – „Leistbarer Luxus bleibt gefragt“

Sanaz Kröger on market, brands and momentum

Amidst economic uncertainty, changing consumer habits, and growing price sensitivity, the segment for fashion jewelry and lifestyle watches has proven remarkably stable. Products that convey emotion and value without crossing the line into unaffordability are in demand. NXT LVL Brands positions itself within this complex environment with a clearly structured portfolio and precisely defined target groups.

^{Cover image: Jewelry by GUIDO MARIA KRETSCHMER}

Sanaz Kröger, Sales Director of NXT LVL Brands, is responsible for this strategic direction in the German market. She manages the positioning of the brands in specialist retailers, expands partnerships, and consistently develops the portfolio in the area of "affordable luxury".

^{Sanaz Kröger, Sales Manager of NXT LVL Brands}

In the interview, she talks about the market development of the past twelve months, about expectations and reality in the first year of NXT LVL Brands, and about trends that will shape the segment in the future – from silver and gold plating to sporty-elegant men's lines and fashion-forward women's collections.

INSIGHT-INHORGENTA: The market for fashion jewelry and lifestyle watches has proven relatively resilient despite economic uncertainties. How do you assess the development of this segment over the past twelve months – and which structural changes do you believe will be permanent?

Sanaz Kröger:

The segment is proving stable – especially in the area of "affordable luxury". Particularly in uncertain times, the desire for emotional yet accessible products remains strong.

Silver is gaining significant importance as a precious metal: High gold prices are making it an attractive alternative that combines value and affordability. A heightened price sensitivity and a focus on clearly positioned brands with a compelling price-performance ratio will remain in place.

INSIGHT-INHORGENTA: Have the initial expectations for NXT LVL regarding market access, scaling, and partner structure been met so far – or have there been developments that have differed from the plan? What are the plans for the next 12 months?

Sanaz Kröger:

We have been successfully active in the market for a year now, building valuable partnerships and optimizing processes.

Over the next 12 months, we will focus on more intensive personal support and further expand our presence in Germany – especially by hiring an experienced sales representative for East Germany to sustainably strengthen customer relationships.

INSIGHT-INHORGENTA: What trends, developments, and preferences are you observing among end consumers, and where is NXT LVL Brands headed in the coming months?

Sanaz Kröger:

We are seeing a clear demand for "affordable luxury" with strong target group differentiation. For women, brands like JETTE and Morellato offer elegant silver and gold-plated jewelry that can be worn both every day and on special occasions – but with completely different designs and focuses. Guido Maria Kretschmer offers versatile jewelry pieces that are perfect for layering. Daniel Wellington watches appeal to fashion-conscious women who are looking for timeless elegance.

For men, we focus on Maserati watches and jewelry, which, with their sporty-elegant design, appeal to a discerning target group that values quality and style.

NXT LVL Brands will further expand this clear target group approach by offering affordable luxury specifically tailored to the needs of each customer group. In addition, we will increasingly utilize gold-plated jewelry to offer an attractive alternative to high-priced solid gold jewelry.