Russian jewelry holding SOKOLOV has opened its first premium-format store outside Russia in Ashgabat, Turkmenistan. The flagship boutique, launched under a franchise model, began operating in the capital’s key shopping destination — Ashgabat Mall.
This marks the brand’s first international store under the new SOKOLOV PREMIUM concept, underscoring Central Asia’s strategic importance in the company’s global expansion.
The choice of Ashgabat as the launch city for the premium format was deliberate. The region holds significant potential for high-end jewelry and plays a vital role in SOKOLOV’s international growth strategy.
The new SOKOLOV PREMIUM boutique spans 78.5 square meters and features an elegant design with a refined color palette, unique textures, and gold accents — hallmarks of the brand’s premium aesthetic. The store offers an expanded selection of gold jewelry curated to local preferences.
The boutique showcases premium gold jewelry, including pieces set with diamonds and other precious stones. Special emphasis is placed on collections that reflect the aesthetic preferences of local customers while preserving SOKOLOV’s signature style.
“The opening of our first international SOKOLOV PREMIUM boutique in Ashgabat marks a significant milestone in our company’s development,” said Antonina Zhukova, director of franchise management at SOKOLOV. “We see strong potential in the Turkmen market and are committed to offering customers the highest standards of jewelry and service befitting a premium brand. This step reinforces our strategy to expand SOKOLOV’s presence internationally and strengthen our position in the luxury jewelry segment.”
As a brand with one of the largest in-house jewelry manufacturing operations, SOKOLOV holds unique advantages that allow it to offer a broad selection of premium jewelry, even in new markets. The company’s vertically integrated structure ensures a stable supply of high-quality gemstones and the ability to maintain substantial inventory of fine jewelry.
The launch of the Ashgabat boutique is the first step in SOKOLOV’s international expansion strategy for its luxury retail format, showcasing the potential of the Russian brand on the global stage.
SOKOLOV PREMIUM was introduced in August 2024. To date, 14 boutiques under the new concept have opened in cities including Moscow, St. Petersburg, Yekaterinburg, Krasnodar, Stavropol, and Voronezh.
Since 2018, SOKOLOV has developed its franchise program, offering partners three business models: the mass-market SOKOLOV, the premium SOKOLOV PREMIUM, and the accessible Diamant format. In June 2024, the franchise was ranked among Russia’s 30 most profitable by Forbes.
Today, SOKOLOV is one of the leading players in the Russian jewelry market — a vertically integrated holding that combines one of the country’s largest jewelry manufacturing facilities with an omnichannel distribution network.
The company produces more than 30 million gold and silver pieces annually — totaling 45 tons — across four manufacturing sites in the Kostroma, Ivanovo, and Yaroslavl regions. SOKOLOV is also one of Russia’s largest wholesale suppliers, working with 4,500 small and medium-sized businesses, local jewelry retailers, and major online marketplaces.
SOKOLOV’s branded retail network includes more than 1,000 stores across 260 cities in Russia and the CIS, including 258 franchised locations.
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