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Etherial is an industry leading luxury jewelry brand influenced by rock culture, embodying the spiritual balance between light and dark in their work. Established in 2006, they are based in the capital city of Cyprus, Nicosia – where their Flagship store was opened. Etherial’s products include rings, necklaces, bracelets, cufflinks, earrings and key rings.

How has winning the .eu Web Awards initiative in 2014 contributed to your growth as a company?

Being considered as a nominee for such a prestigious event as the .eu Web Awards initiative was a privilege and honor in and of itself, let alone being a distinguished winner in one of the categories. As far as its contribution towards our growth, winning the ‘Most Nominated Company in Europe’ award in 2014 has most certainly had three major effects.

It created profound awareness for Etherial both on an international and especially on a national level. Prior to winning the award, we used to be solely an export company, operating only one Flagship store in the capital of Cyprus, Nicosia, with 90% of our income coming from exports. One year after the award, due to the local publicity that the Web Awards initiative created, we opened three more stores around Cyprus to meet the increasing demand for our products.

It boosted consumer confidence in our business, resulting in an increase in sales in 2015 along with more local and international recognition. In addition, having received the award from EURid, Etherial reached new consumers, which helped to develop a diverse European client base.

It enhanced Etherial’s image and, above all, the potential of Cypriot companies, especially in 2014, which was a time of economic crisis in Cyprus. The media and government’s response towards our victory was taken very positively, even being used as a success story to show support for young entrepreneurs, startups, and aspiring businesses in Cyprus.

As a company with a global influence, how has the .eu TLD (top-level domain) benefited your market position?

Firstly, as a European citizen and CEO of a company based and operating in the EU, I have always been a strong and passionate believer in the power and prestige the .eu TLD could offer. As children, many of us grew up with the impact of what I call the ‘Made in Italy’ effect that clothes had on branding and consumer trust. If it had the ‘Made in Italy’ tag, the clothes were certainly more expensive and most certainly of higher quality than clothes without it. This, in turn, gave rise to what we consider today as clothing super brands. Similarly, the .eu TLD possesses the same effect – A prestigious, trustworthy, responsible, reliable, dependable, and respected platform for any entrepreneur with a decent product to project their business or brand to the world.

According to Eurostat, in 2016, 85% of European households had access to the internet from home. This share has been gradually increasing year by year. Therefore, if market positioning refers to the process of establishing the image or identity of a brand or product, then I can say with absolute confidence that the .eu ‘Made in Europe’ effect has had a profound impact on consumer trust and confidence in our brand.

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