Company name: Varna
Location: Guadalajara, Jalisco, Mexico
Industry: Jewelry
Apps implemented: Website, CRM, Contacts, Accounting, Manufacturing, Point of Sale, Sales, Purchase, and Appointments
Number of users: 5
Number of employees: 13
Hosting type: Odoo.sh
Varna’s story began during 1987, under the name “Chapa y Joyas SA de CV”. Its founders, Antonio Landeros and his wife, came from a family with roots in the jewelry industry. In the beginning, the company opted for gold-plated jewelry with classic and timeless designs, meeting the growing demand for more affordable products during a time when gold’s value skyrocketed.
For more than 30 years, the company successfully worked in exhibitions such as Expo Joya in Guadalajara and Mexico City; however, a complete renovation began when Alejandro Landeros took over as design director: rebrand, digitization, and innovation. Thus, Varna was born, a modern brand with a fresher look and presence in digital channels.
The Digitization Challenge
The transformation process wasn’t just for aesthetics, it was also structural. Alejandro led Verna’s digitization, seeking for online presence and a centralized management of all operations.
Before using Odoo, the company faced several challenges, like working with an obsolete ERP and an online shop made with WordPress, connected with a flimsy synchronization system.
“If the computer turned off, the connection with the inventory stopped working,”
The solution was evident: adopt an integrated, cloud accessible platform with a focus on efficiency. That’s how Varna met Odoo.
Odoo as a Strategic Ally
Odoo’s implementation was made without intermediates or partners, Alejandro and his team faced this challenge with Odoo’s support team. Thanks to his technical expertise, the implementation only took three months and they activated modules like:
- Sales
- Point of Sale
- Website and eCommerce
- Accounting
- CRM
- Purchase
- Manufacture
- Inventory
- Appointments
Today, Varna has a 13 person team who use Odoo as the backbone of their operations.
“The sales and customer service teams use it the most, but we are now onboarding the other departments,” Alejandro Landeros, Design Director at Varna
Astonishing Results
While they’ve been using the system for a short while, the benefits are already noticeable:
- Less stock mistakes
- Immediate and safe payment through an online store
- Real time information about orders and abandoned carts
- Invoicing process automation
- Active CRM for after-sales follow-up
One of the biggest achievements has been the improved experience for wholesale customers, who can now access the client portal with customized pricelists and make online purchases efficiently.
Plans for the Future:
Customization and Growth with Odoo
Varna doesn’t stop. One of their next objectives is to sell customized jewelry on demand, for retail customers and small enterprises looking for exclusive items with their own design or logo.
They also want to grow their sales team, enhance their digital marketing, and further exploit CRM data to offer a more personalized experience.
While they don’t have immediate plans to integrate more modules yet, Alejandro has expressed his interest in implementing the connection with WhatsApp in the future.
Advice for Other Companies
Alejandro has one thing clear for those thinking about implementing Odoo:
“Odoo is a tool that centralizes all your processes: your website, accounting, inventory, CRM… and everything else. This allows you to manage your company more effectively, with less mistakes, and faster scalability. It has given us order, structure, and much more control.”
About Varna
With over 30 years of experience in the Mexican jewelry market, Varna is a Mexican and proud brand dedicated to fine gold-plated jewelry. As a family business in Guadalajara, Jalisco, they specialize in manufacturing and wholesale of 22 karat gold-plated jewelry.
Varna’s purpose has always been to offer a wide range of options for those searching for elegance, style, and quality at an affordable price. This is why they design jewelry while thinking about the taste and expectations of their customers, combining current trends with a constant commitment to excellence.
Learn more at: https://www.varna.mx/