Brand Ambassadors

INDESIGN

Brand Ambassadors

Last Updated on Sunday, 27 September 2009 00:57 Written by admin Saturday, 12 September 2009 02:30

Learn the sales secrets of the top sellers of Kristen Farrell jewelry, Lauren and Justin Kulchinsky of Mayfair Jewelers in East Hampton, NY.

As fourth-generation jewelers, Lauren and Justin Kulchinsky grew up like many kids in the business: working in the store from an early age. And as siblings, they’ve come to understand how to succeed together. “It’s like Kobe and Shaq when they played together with the Lakers: We know each other’s strengths and respect each other’s abilities. We present things differently, but we both truly believe in the product and are passionate in our approach to selling it,” says Justin. One of their favorite new designers is Kristen Farrell, and it shows: In 2008, the duo sold $1.2 million in Kristen Farrell jewelry.

Justin Kulchinsky

Why the collection’s popularity is growing: “Some jewelry retailers buy into a brand because of its advertising presence, or the recognition of the name. With Kristen Farrell, the word is spread by the customers, so the brand is built from the collection forward. People connect to it on a different level.”

Why the brand is easy to sell: “As with any art, when you try to appeal to everyone, you water down the creation until it’s not original any longer. Kristen Farrell designs to challenge herself and push into a vision that she has, and people gravitate toward it. And, it doesn’t overlap with any of our other product because the style is incredibly unique.”

Who buys the line: “The 30 to 60 year old female who likes luxury with an edge, primarily. Guys also like it because it’s cool and, I think, fulfills the fantasy that their life is tougher than it really is. For women, it shows their inner warrior. It’s a very high-end brand, so although younger people would also think it’s cool, they generally can’t afford it.”

Lauren Kulchinsky

What’s appealing about the jewelry: “There’s something very comforting in Kristen’s designs. It’s romantic and edgy, and it’s medieval. Her pieces can tell a story and make you go far away in your mind. She’s got something that makes you just go, “What is that?” whether you love it or hate it. It makes people look closer not only at her but at everything else we have in the store.”

“My creations are in the safe hands of two people who aren’t just selling for the sake of a sale. With Lauren and Justin, the sky is the limit for getting enthusiastic, passionate fans of my work. Having them sell Kristen Farrell is like me making the presentation every time. I can’t do everything, but this comes pretty close!” -- KRISTEN FARRELL

Why the story compels: “It goes from her mind to the paper to the gold to the carving to the setting to the finished product. She does everything herself. And there’s love in each piece. The part-medieval, part-mystical, part-clever — and she’s 27 years old. There’s a lot to talk about with clients.”

Who the designer is: “Kristen will say that when she was little, she used to spend all her time in the knights-in-shining-armor room, wondering what was hidden under the dragon’s tail or what was under the princess’s pillow. She’s a normal person, not some artsy girly-girl. She doesn’t think she’s a rock star. She once said, ‘If I were a comedian, and I went on stage and no one laughed, I would still tell the jokes because I think I’m funny.’ I think that sums her up. And I think that gives a lot of hope for the next generation.”

How the jewelry helps you sell it: “The pieces unlock your abilities to sell them, because customers are the ones who discover all the secrets and mysteries of each piece. The pieces meld into the personality of each potential owner. They’re not for the fashion-weak or the trend followers (in which case the piece would wear the owner). The Kristen Farrell client will find it difficult to purchase anything else. Once they’re hooked, they’re hooked.”

Why I fell in love with the jewelry: “The first piece I bought is called The Mystical Talon medallion. It just seemed like something that I knew. It fits in my hand the right way when I hold it, and when I wear it, it feels like it belongs on me. This is the kind of piece that was meant to be on my body. And I never knew it until I put it on. Every other piece I ever put on is just not right.”

What makes the line different: “It’s truly made from love. There was a movie out a few years ago with Sarah Michelle Gellar, and she was a cook, and when you ate her food, you experienced what she experienced: if she was laughing, you laugh, if she was crying, you cried. You feel that in Kristen’s pieces. When people are that devoted to their art, it comes through.”