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ifestyleifestyle A Power Accessory An Interview with Peter Watkins, Founder, Sette Neckwear accessory. You are seeing fewer neckties in men’s At this point, purchasing is strictly on- closets and I think men would rather have a small line. Will there be a retail focus? number of very nice ties over a large number of There will be. We are in discussion with average ones. Also, there will always be occasions retail stores and we’re still early enough that where the dress code requires respect and when it hasn’t been established yet. A good mix for a necktie is appropriate. the company is direct-sell on the Web site, cor- Sette Neckwear was founded by Peter Watkins (left) and designed How have you built brand awareness porate sales for gifting purposes, and a retail by Robert Jensen who spent nearly 30 years with American and distribution? component – a 33/33/33 mix. neckwear legend Robert Talbott. I will pursue traditional means of distribution, Is there still an appreciation of the but I also want to harness the Web to get in front power of a great necktie? EDITORS’ NOTE Peter Watkins spent nearly six of our customer base. When it comes to men and I think so. The tie is always worn when years working in the White House prior to found- luxury goods, too often a customer will fi nd himself the occasion requires respect. Every industry ing Sette Neckwear. While on offi cial travel in in an awkward situation in a store with a salesper- has brands that cater to niche segments of its Italy, he came into contact with a personal tie- son. By using the Web and other social features, customer base. We’ll always look for opportu- maker to Italian heads of government. Fluent in we can put ourselves in front of the exact type of nities to provide a good product to somebody. Italian, Watkins engaged with the artisans and customer who would appreciate a $265 necktie. You’re seeing less of products driving sales and learned of a higher echelon of neckwear beyond In terms of brand awareness, we have had more of brands driving sales. I want us to return the big-name labels. This inspired him to cre- success with high profi le public people who have to where the product is something people seek, ate the premier neckwear collection for heads of either purchased our neckties or in situations where because a necktie is such a personal accessory. industry, state, and for consumers of beautiful we’ve been able to pull some strings to get them to How much of an emphasis have you put neckwear. Watkins oversees Sette’s operations. wear them on television or at a public event – it’s on your back-end systems to make sure your how I saw some small tie shops in Italy use politi- customers are happy with the product? COMPANY BRIEF After the Great Depression, cians to demonstrate the ‘power’ of their neckties. There’s no replacement for the old-fash- the high cost of silk and struggling economy led Also, part of our brand is focused on creat- ioned thank you. With every tie ordered on our to cutbacks in quality, and the seven-fold tie, ing an inherent exclusivity by making a limited site, I’ve written a thank you note that I’ve in- made in the traditional way, disappeared. Sette’s quantity of ties and establishing a higher price cluded with the product – that personal touch is (www.setteneckwear.com) world-class designer point not typically seen with new brands. critical. Each Sette comes with an identity card brought this traditional style back to life in the 1980s I’ve been on so many Web sites for necktie stating the name and number of the tie in its and has perfected it anew with the Sette seven-fold. companies or luxury products and they market their sequence and you can register it on our site, so Each necktie is constructed of carefully selected AAA brand but don’t sell via the site. There is untapped when you log into the site to buy another tie, grade Italian silk, incorporating the smallest details potential in having a well-functioning Web site that you will be reminded of what you already own. in design and texture. Once the silk is woven, the can deliver a product directly to the consumer. How limited is production? Sette is then folded seven times in a style exclusive to At your price point, how much of a In order to differentiate ourselves, we have Sette Neckwear, one that uses no liner or fi ller, only niche is your market? fi nite numbers of each design never to be re- pure Italian silk throughout the necktie. We cater to a market of men who like beautiful peated. We have a Classic Sette and a Pure Sette. neckties made through a painstaking process. Our Sette means “seven” in Italian. The Classic Sette What did you see in the market that made costs are twice as high as anyone else’s because one we limit to 21 pieces. The Pure Sette is limited you feel there was a need for this product? of our core principles is to not cut corners in how to seven – those cost $445. The Classics are For me, it began with a personal vision, we make our product. We use one piece of beauti- $265. This way, you can be confi dent you won’t which was to fi nd a way to get to Italy; to do ful silk, we incorporate the true seven-fold process, show up to an event with the same tie as some- something enjoyable; and to fi gure out a way to and we don’t use a cotton or wool liner but rather one else. leverage the network of people I know from my its own silk for the necessary heft. Another way you It makes a phenomenal gift as a product previous career in politics that didn’t require com- can tell our product is handmade is the crocheted where you really can’t go wrong. It’s something peting against them (like in PR or lobbying). In bar tack and exterior slip-stitch on the back of the nice to have but not at a $3,000-watch level. It’s the neckwear business, you would be surprised necktie. Beyond that, we don’t incorporate an after- one reason we’ve remained conservative in our how many shops in Italy have a photo of a U.S. market sewn-on label; we actually weave the labels designs. They won’t expire.• President or another political leader as a “brand into the silk. In order to remain on that Presidential ambassador” of their product. The wonderful peo- level we had to do it this way. In order to be a “true seven-fold”, the necktie must be made with no ple I came to know while working in the White That said, we have plans to produce more liner and encompass nearly a full meter of silk. The silk blade runs House was the right audience to target and whom products, like women’s scarves and pocket the entire length of the tie to ensure the proper amount of heft. (center); I knew would appreciate this product. squares. We’d also like to broaden our reach Each Sette is presented in either a handcrafted wooden chest or a So the decision to delve into neckwear came down the road, and eventually we’ll consider a carefully designed carrying carton. In addition, in order to stay true to about as an opportunity to fulfi ll this personal vi- Sette branded tie at a more economic price point. the limited edition quality, each Sette comes with an authorization card sion. Beyond that, the necktie itself is a power But it can’t be a seven-fold. indicating the name and number of the necktie. (right) 98 LEADERS POSTED WITH PERMISSION. COPYRIGHT © 2012 LEADERS MAGAZINE, INC. VOLUME 35, NUMBER 3.

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