Rebellious Brand Comes To Dubai. Meet Poison Drop

by Alexandra Mansilla

Rebellious Brand Comes To Dubai. Meet Poison Drop

23 Apr 2024

In March, a fresh spot cropped up in Dubai Hills: Poison Drop, a jewerly department store showcasing a distinctive array of unique designers' selections. Ranging from striking and vivid to understated and modest designs, it brings something entirely new to the local market. And indeed, you might have caught glimpses of these pieces on influencers you follow.

But who is the mastermind behind this venture? And why does a jewelry department sport such an open setup? We sat down with its CEO and co-founder, Andrey Migunov and Anna Polyakova, head of global communications, to uncover the story behind it all.

— You certainly made a splash in Moscow. And now, here you are in Dubai. What was it like stepping into an entirely new market?

Andrey: Our venture into Dubai in 2022 was quite an emotional journey. We had been eyeing international expansion for some time, and in 2022, we had prioritised it on maximum. Perhaps a bit too abruptly. However, it gave us the push we needed to take a leap of faith... I suppose. Without that nudge, it would have lost the sense of urgency and hadn't worked out.

The biggest challenge was transitioning a rapidly growing company into a completely different market. We opted to go online and had high hopes. However, our plans were derailed when our merchandise and financial transactions from Russia were blocked, and our bank account was frozen — time had its own agenda. Additionally, online retail simply didn't take off in Dubai. We tested it for quite some time — I would say about six months — but online sales failed to gain traction.

Here, the shopping culture is unique; people enjoy spending time in stores, particularly during the summer season. There's value in browsing, opening packages, chatting with stylists, seeking advice, and physically interacting with the products. It's an experience that online shopping can't replicate. In Russia, after introducing the first Poison Drop corners, our sales shot up by 300%.

It became evident that to succeed in Dubai, we needed to establish a physical presence. So, we began the search for a suitable location. Initially, we were offered less-than-desirable spots everywhere, but then we stumbled upon Dubai Hills.

Andrey Migunov

— What do "less-than-desirable spots" mean?

Andrey: It refers to locations that aren't considered ideal due to factors like poor surroundings, bad traffic, or unfavourable conditions. Let me break it down: Poison Drop has been grappling with this challenge for the past decade. We specialise in jewelry that doesn't fit the typical market mould — think costume jewelry, designer silver, and unconventional gold pieces. Initially, people often misconstrue our brand. They see jewelry and suggest spots near classic jewelry stores focusing on gold and diamonds. I have to set them straight, saying, "No, we're not about fine jewelry; we're more aligned with fashion and need to position ourselves accordingly." It takes multiple explanations and visuals for them to grasp our concept.

Competition in Dubai's malls is fierce, especially for new brands opening their first stores. Dubai operates as a franchise market, with established concepts imported into the country. Often, these stores arrive in containers, ready to use, with minimal local production.

The Dubai Mall wouldn't have been the best fit for us due to its diverse audience and high turnover rate. Customers come and go quickly, making it challenging for them to get acquainted with our products. However, familiarity is crucial for us. So, we opted to open our offline store in Dubai Hills, which we are excited about.

Building brand recognition is vital for us. While communication with the audience plays a role, repeat visits and ongoing interaction are key. Dubai Hills offers stability in its community, providing us with the opportunity to establish relationships with our audience over time.

— Please, describe the kind of person who wears your jewelry.

Andrey: I would say our customer base is pretty consistent worldwide. It is typically someone who leads a vibrant social life. While about 80% of our clientele are young women, we don't specifically target any particular age group. We have noticed teenagers purchasing from us, and then they introduce their moms to our brand, and before you know it, the moms are hooked, too. So, Poison Drop caters to all age groups.

The common thread among all our customers is their desire for self-expression through fashion, particularly through accessories like our jewelry. We are not about flaunting status or wealth; it is more about enhancing one's style and conveying their personality through our pieces. That is the mindset we envision our customers having.

— Once, you mentioned the importance of having Arabic-speaking staff. How many employees do you have who speak Arabic?

Andrey: Currently, we have two such employees, both working in our stores. It is because people from any nationality, regardless of how diverse Dubai is, appreciate being able to communicate in their native language. And that is perfectly understandable.

— You are the new kids on the block, bringing a whole different vibe and culture. Do you notice the contrast between how you run your business and the established players who have been around for ages?

Andrey: We are all about shaking things up, not conforming to the industry standard. And in my opinion, Dubai is ripe for someone to come in and shake things up.

— So, what is the secret sauce to your approach?

Andrey: Well, firstly, our product is absolutely different. Then, take a look at our store; you wouldn't even guess it is a jewelry shop. No doors, no security, no hovering staff — none of the usual trappings you would expect in a traditional jewelry store.

We are on a mission to flip the script on customer service. Here, it is all about pandering to the customer's every whim, shadowing their every move. But we believe our staff are more than just salespeople; they are experts in their field, and they treat customers like almost equal ones. They offer advice, chat about jewelry, share their passion on a level playing field. It is a far cry from the usual drill, and the market hasn't seen anything like it. Frankly, it is not what they are used to.

Instagram: @poisondropcom

Anna: I will challenge Andrey on that. Honestly, I find the market quite open. I have spent ample time in the store, and people seem genuinely interested in the jewelry. It is like even though they are not familiar with us or our brand, they are still eager to learn more. And it is becoming clear that there is a demand for this kind of product with such a concept.

Anna Polyakova; Instagram: @poisondropcom

— Which local influencers do you collaborate with?

Anna: Yeah, we collaborate with quite a few and the feedback has been really positive. What is interesting is that we actually get to meet them in person because that kind of interaction is super important; it helps us showcase the product firsthand and really involve them in our brand philosophy.

At first, there was some apprehension about reaching out to people this way, without big advertising budgets. But somehow, we have managed to build loyalty — and I think that speaks volumes about the quality of our product.

Right now, we have built up a community that spans international influencers from Europe, Australia, and Arab girls. Among these faces are Oumayma Elboumeshouli, Jennifer Kolomoni, Dorsa Hosseini, Alexandra Ibrahim, and more.

What happens now? A sort of domino effect. One cool person spots our jewelry on another cool person, and the cycle continues. As a significant milestone, we even got featured in Vogue Arabia!

— And how do you go about selecting these influencers?

Andrey: Well, we take a look at their visuals, who they are collaborating with, what they are talking about — and then we decide whether they resonate with our brand identity or not. Sure, the numbers matter, but it is not just about that.

— What local designers do you work with?

Andrey: Right now, we are mostly collaborating with Indian designers. We also have designers from Turkey, Lebanon, and a few from the Emirates.

You know, if I were to sum up our collection in one word, it would be "diverse." We feature both local and international designers, each offering something unique. Different metals, different techniques, different price points — it is all part of the mix at Poison Drop.

And it is the same story here in Dubai; the audience is incredibly diverse: Americans, Russians, Arabs, Indians — you name it. We aim to satisfy everyone's tastes!

— Are you planning to bring something new to the market? And do you take into account the tastes of the locals?

Andrey: Absolutely. We occasionally try to incorporate colours into our collections that complement darker skin tones better — like gold or green. But I wouldn't say it is our main strategy or that we're completely overhauling our product. We don't aim to be labelled as just another Arab brand. Our goal is for Dubai to serve as the initial step in our international expansion. We are talking about an international Instagram presence, catering to international tastes, and offering an international selection.

I am not keen on conforming to meet the market's expectations. The market asks, "Where are your gold jewelry pieces?" Well, we have them — just not the ones the market expects. The ones the market expects — there are already countless options out there. We are bringing something new to the table. And in my opinion, breaking through requires offering something fresh and innovative. That is precisely what we intend to do. We are aiming to unleash something truly remarkable.

Anna: And to add to that, I believe Dubai is no longer solely an Arab world; it is a global hub. Hence, we are not at risk of being pigeonholed as just another Arab multi-brand, especially since Dubai is progressively distancing itself from that label. We seamlessly fit into this cosmopolitan landscape.

— What kind of groundbreaking initiatives do you have in mind?

Andrey: I am not entirely certain we have a disruptive master plan in place. Essentially, we are not planning to virtually project our ring onto the Burj Khalifa. Our primary objective at the moment is to gain credibility by partnering with opinion leaders. We want to align ourselves with people who already command respect for their impeccable taste. However, we do have a few innovative ideas up our sleeves that I am not ready to disclose just yet.

By the way, here is a fun fact. Many people here — both locals and expats — have suggested that it might be time to rebrand. They have expressed concerns like, "Poison? In such a religiously conservative country?" They have speculated that we might not last long with that name and that we should opt for something more conventional. However, we have opted to stick with Poison Drop. While some may find the name ambiguous, it sparks curiosity and invites conversation — and that is precisely what we want to evoke in everything we do.

In Russia, we are gearing up to launch a collection tentatively titled "Russian Seasons," where we will be reviving ancient jewelry-making techniques. This is the essence of Russian heritage that we want to showcase. We are not going to do it with a flag behind our backs; we are aiming for a refined, authentic, and sophisticated representation of Russian culture. And we are excited to bring this collection to Dubai — even though it might raise a few eyebrows.

To sum it up, we are not interested in plastering massive billboards of our jewelry along Sheikh Zayed Road. Our goal is to captivate audiences by offering something out-of-the-box, valuable, and captivating.

Andrey, all those rings on your fingers… Where are they from?

Andrey: All — Poison Drop! I am the brand's top ambassador!

by Alexandra Mansilla