NXT LVL Brands – "Affordable luxury remains in demand"

Sanaz Kröger on the market, brands, and momentum

Amid economic uncertainty, changing consumer habits, and growing price sensitivity, the fashion jewelry and lifestyle watch segment is proving remarkably stable. Products that convey emotional appeal and value without crossing the threshold into unaffordability are in demand. NXT LVL Brands is positioning itself in this challenging environment with a clearly structured portfolio and precisely defined target groups.

^{Cover image: Jewelry by GUIDO MARIA KRETSCHMER}

Sanaz Kröger, Sales Manager at NXT LVL Brands, is responsible for this strategic orientation in the German market. She manages the positioning of the brands in specialist retail outlets, expands partnerships, and consistently develops the portfolio in the “affordable luxury” segment.

In the interview, she discusses market developments over the past twelve months, expectations and reality in the first year of NXT LVL Brands, and 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 is proving to be 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 consider to be permanent?

Sanaz Kröger:

The segment is proving stable—particularly in the “affordable luxury” segment. Especially in uncertain times, the desire for emotional yet affordable products remains strong.

Silver is becoming significantly more important as a precious metal: high gold prices make it an attractive alternative that combines value and affordability. Greater price sensitivity and a focus on clearly positioned brands with a convincing price-performance ratio remain sustainable.

INSIGHT-INHORGENTA: Have the original expectations for NXT LVL in terms of market access, scaling, and partner structure been met so far, or have there been developments that did not go as planned? What is planned for the next 12 months?

Sanaz Kröger:

We have been successfully active in the market for a year now and have established valuable partnerships and optimized processes.

Over the next 12 months, we will be focusing on providing more intensive personal support and further expanding our presence in Germany—in particular by hiring an experienced sales representative for eastern Germany to strengthen customer relationships in the long term.

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 clear demand for “affordable luxury” with strong target group differentiation. For women, brands such as JETTE and Morellato offer elegant silver jewelry and gold-plated jewelry that can be worn both in everyday life 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, whose sporty, elegant design appeals to a discerning target group that values quality and style.

NXT LVL Brands will continue to expand this clear target group approach by offering affordable luxury tailored specifically to the needs of each customer group. We are also increasingly using gold-plated jewelry to offer an attractive alternative to high-priced real gold jewelry.