Operations · E-Commerce · Jewelry & Luxury
Cumaali Sentuna, international retail and wholesale operations expert, black-and-white portrait

Cumaali Sentuna

International Retail / Wholesale | B2B & B2C Sales Expert

Driving operations. Building brands. Connecting global markets — with 20+ years across jewelry retail, supply chain and digital commerce in the US, Gulf and Türkiye.

EU Citizen · Open to Relocation Based in İstanbul Authorized to work across the EU
20+ years across bordersUS · Gulf · Europe · Asia
EuropeChinaHong KongSingaporeAustraliaUnited StatesUAEIraqQatarİstanbulBUCHAREST
Core markets
Client visits, sourcing & fairs
Hometown
20+Years across jewelry retail, supply chain & digital commerceUS · Gulf · Türkiye
4 tonsFine jewelry produced & soldUS 2005–2008 · QVC, HSN, Walmart
16International stores openedMENA + TR · UAE 10 · Iraq 4 · Qatar 1 · Istanbul Airport 1
120US retail clients (Qatris)Houston, Texas
7US states in the Qatris network2023–2025
135 kgGold jewelry sold (JOU brand)In one year · Türkiye

About

Operations that move product across borders

Store networks, wholesale channels, procurement and digital commerce.

International operations and retail leader with 20+ years across jewelry retail, wholesale, supply chain and e-commerce in the United States, the Gulf and Türkiye.

I build the commercial systems that move product across borders: store networks, wholesale channels, procurement and digital commerce. At Atasay I helped open and operate 16 international jewelry stores (UAE 10, Iraq 4, Qatar 1, Istanbul Airport 1), supported overseas store performance as Overseas Stores Executive and Operations Supervisor, and earlier coordinated fine jewelry manufacturing and wholesale in the United States for brands and retailers including QVC, HSN and Walmart. I also led JOU brand development in Türkiye and later digital and operational infrastructure work including SAP, RFID and inventory control.

At Qatris Jewellery LLC in Houston I served as International Operations Manager (2023–2025), building US wholesale operations and a network of 120 retail clients across multiple states while coordinating custom manufacturing in Türkiye and end-to-end commercial logistics. At Lizay Diamond (2022–2023) I managed gold procurement and supply for a nationwide retail network. At Sulis Gold (2025–2026) I led T-Soft e-commerce operations, product content, online merchandising, inventory processes and digital marketing coordination.

I am the author of KILL THE BORDERS: Global Marketing Strategies for a Borderless World. EU citizen, based in İstanbul, open to relocation, and focused on international retail / wholesale roles where operations and B2B & B2C sales meet.

Based inİstanbul · open to relocation
StatusEU citizen
LanguagesTurkish · English

Selected experience

Roles that shaped the practice

Summarized from the professional experience published on sentunas.com.

2025–2026

Sulis Gold

E-Commerce Manager · Türkiye

Managed T-Soft e-commerce operations, product content, online merchandising, inventory processes and digital marketing coordination.

2023–2025

Qatris Jewellery LLC

International Operations Manager · Houston, Texas, USA

Established business operations in Houston, developing a network across 7 US states. Managed US wholesale operations and a network of 120 retail clients, coordinating custom manufacturing in Türkiye and end-to-end commercial logistics and supplier relationships.

2022–2023

Lizay Diamond

Gold Procurement & Supply Coordinator · Türkiye

Managed gold jewelry procurement for a nationwide retail network. Coordinated workshops, commissioned new collections, and optimized inventory planning and product distribution to support sales operations.

Kill the Borders: Global Marketing Strategies for a Borderless World, book cover by Cumaali Sentuna

The book · Author: Cumaali Sentuna

Kill the Borders

Global Marketing Strategies for a Borderless World

Marketing strategies for a borderless world — international commerce and branding in a digital era.

Insights & publications

Ideas beyond borders

Books, operational notes, and LinkedIn posts — mirrored here without invented metrics.

All insights
LinkedIn post visual: customs officer inspecting a small parcel in an e-commerce sorting hub — the EU €2 Union handling fee

Since 1 November, every non-EU parcel sold to an EU consumer carries a new line in the cost stack: a €2 Union handling fee per item.

It sits on top of the temporary €3 customs duty per item that has applied since 1 July 2026, when the EU ended the €150 duty-free relief for low-value parcels. Delegated Regulation (EU) 2026/2152 fixes the fee at €2 per item, applying from 1 November 2026.

The arithmetic is simple, and that is exactly why it hurts. National customs authorities in Ireland and Estonia give the same example: a parcel with three different items now carries €9 in duty plus €6 in handling fees, before VAT. Swedish Customs adds three details operators should not miss:
- The fee applies regardless of the value of the goods.
- The declarant is liable, and the fee is due even if the declaration is never released.
- Outside IOSS, it is included in the taxable amount for VAT.

It is not refundable, and it does not apply to B2B shipments.

From the operations side, this is not a customs footnote. It is a checkout, data and margin decision:

1. Rebuild the EU landed-cost math per item line, not per parcel. Duty and fee both scale with distinct items on the declaration.
2. Capture item-level data at checkout so the declaration matches what was sold. A bundle split into five lines costs five fees.
3. Decide who pays. Absorb it, show it at checkout, or pass it through on delivery. Surprise charges at the door are where returns and chargebacks start.
4. Revisit DDP offers. If you are the declarant or your representative is, the liability sits with you, not with the Incoterm on the invoice.
5. Re-test basket design. Fewer, consolidated SKUs per order can protect margin on low-ticket categories.

Sellers who treat this as a pricing and data project this month will keep EU conversion. Those who wait for the first carrier invoice will find out the hard way.

How is your team handling the €2 fee: absorbing it, or showing it at checkout?

https://www.sentunas.com

#CrossBorderTrade #Customs #Ecommerce #EU #Operations #SupplyChain

LinkedIn post visual: palletized cartons unloaded from a shipping container with freight paperwork — landed cost vs FOB
LinkedIn · Landed cost

A US buyer does not pay your FOB price. They pay landed cost: the product, freight, insurance, duty, classification, and time.

Read insight →
LinkedIn post visual: US customs and jewelry tariffs — gold is taxed by its form
LinkedIn · US tariffs

Shipping jewelry into the US is no longer one question: “What’s the duty?” The answer now depends on what the product is, where it was made, and how it is classified.

Read insight →
Insight

Opening International Retail Stores

From location planning to franchise handover — lessons from coordinating 16 Atasay stores (UAE 10, Iraq 4, Qatar 1, and Istanbul Airport (Türkiye) 1).

Read insight →

Contact

Let’s discuss opportunities

Professional inquiries, partnerships and roles aligned with international operations, jewelry e-commerce and cross-border trade.

  • Primary channellinkedin.com/in/cumali
  • LocationBased in İstanbul · EU citizen · open to relocation
  • FocusOperations, e-commerce, international retail & supply chain
Messages are delivered to sentunas@gmail.com. LinkedIn remains the fastest channel for professional outreach.

Prefer LinkedIn? Message Cumaali directly →