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Customer Types: The Maxed-Out Maven

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Maxed-out maven jewelry customer

When you meet a trend hunter, you know it. She’s the one wearing something (often more than one thing) that appears on the cover of at least one magazine, can be traced back to a celebrity sighting, or can be seen front and center at hot spots like Bergdorf Goodman and Stanley Korshak. For this customer, you’ve got to stay on your game and be as knowledgable as she is. Your whole store doesn’t have to be cutting edge, but you should have a little corner of trend heaven where you keep the latest and fastest designs. Keep current fashion and celebrity magazines around to validate your choices and make her feel comfortable in hers. —   C I N D Y    E D E L S T E I N

This article originally appeared in the March 2015 edition of INDESIGN.


* All prices MSRP unless otherwise indicated.

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THE CHOKER

Chokers are coming back as a nod to the ’70s vibe we’re seeing in fashion. This is a fun trend that has many, many ways to rock it well in fine jewelry. For the trendy customer on a budget, she can have leather or silver chokers if the all-gold look is too much. Either way, it’s fun to see the neck embraced so tightly again.

PRODUCT DETAILS: Moonstone choker with diamond clusters by Jacquie Aiche

$1,125

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jacquieaiche.com


THE EAR CUFF

Ear cuffs are a great way to add another jewel without another piercing. They seem edgy by the mere nature of how you add them to your ear, but you can find very ladylike versions as well as hardcore rocker types, too. The Maxed-Out Maven will want affordable options so that she can buy several.

PRODUCT DETAILS: 18K white gold pavé Gigi pearl and ball ear cuff in 14K yellow gold with white diamonds and pearl by Paige Novick

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$470

paigenovick.com


THE EAR SPIKES

This past year has been super exciting for earlobes. Trend watchers have gone crazy for the various ear jackets, especially the ones that go behind the lobe. Stud-in-a-skirt is the nickname. They’re easy to stock and can jazz up your traditional stud inventory, so think of modernizing your offerings to sell old and new studs to these fashionistas.

PRODUCT DETAILS: 18K yellow gold with rose-cut bezel-set black diamond post and pave full-cut black diamond spikes by Pamela Love

$4,400

pamelalovenyc.com


THE BRACELET

The arm party trend is a good one and it just won’t fade, so finding new and different versions of wrap bracelets, ID bracelets, beaded bracelets and the like should be on your shopping list at every trade show. You can also scout for stackable options to add to your merchandise mix any time you want on Instagram by following editors and trend reporters of all kinds.

PRODUCT DETAILS: Diamond double wrap bracelet handmade in 18K yellow gold and oxidized sterling silver, featuring old euro-cut diamonds, by Sylva & Cie

$48,000

sylvacie.com


Cindy Edelstein owns Jeweler’s Resource Bureau, a niche marketing firm that offers the industry solutions for helping designers and retailers connect and profit together. Visit jewelrydesignerfinder.com to sign up for her trend newsletter and follow her on Twitter at @JewelryBizGuru.

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular

Customer Types

Customer Types: The Maxed-Out Maven

mm

Published

on

Maxed-out maven jewelry customer

When you meet a trend hunter, you know it. She’s the one wearing something (often more than one thing) that appears on the cover of at least one magazine, can be traced back to a celebrity sighting, or can be seen front and center at hot spots like Bergdorf Goodman and Stanley Korshak. For this customer, you’ve got to stay on your game and be as knowledgable as she is. Your whole store doesn’t have to be cutting edge, but you should have a little corner of trend heaven where you keep the latest and fastest designs. Keep current fashion and celebrity magazines around to validate your choices and make her feel comfortable in hers. —   C I N D Y    E D E L S T E I N

This article originally appeared in the March 2015 edition of INDESIGN.

Advertisement

* All prices MSRP unless otherwise indicated.

THE CHOKER

Chokers are coming back as a nod to the ’70s vibe we’re seeing in fashion. This is a fun trend that has many, many ways to rock it well in fine jewelry. For the trendy customer on a budget, she can have leather or silver chokers if the all-gold look is too much. Either way, it’s fun to see the neck embraced so tightly again.

PRODUCT DETAILS: Moonstone choker with diamond clusters by Jacquie Aiche

Advertisement

$1,125

jacquieaiche.com


THE EAR CUFF

Ear cuffs are a great way to add another jewel without another piercing. They seem edgy by the mere nature of how you add them to your ear, but you can find very ladylike versions as well as hardcore rocker types, too. The Maxed-Out Maven will want affordable options so that she can buy several.

PRODUCT DETAILS: 18K white gold pavé Gigi pearl and ball ear cuff in 14K yellow gold with white diamonds and pearl by Paige Novick

Advertisement

$470

paigenovick.com


THE EAR SPIKES

This past year has been super exciting for earlobes. Trend watchers have gone crazy for the various ear jackets, especially the ones that go behind the lobe. Stud-in-a-skirt is the nickname. They’re easy to stock and can jazz up your traditional stud inventory, so think of modernizing your offerings to sell old and new studs to these fashionistas.

PRODUCT DETAILS: 18K yellow gold with rose-cut bezel-set black diamond post and pave full-cut black diamond spikes by Pamela Love

$4,400

pamelalovenyc.com


THE BRACELET

The arm party trend is a good one and it just won’t fade, so finding new and different versions of wrap bracelets, ID bracelets, beaded bracelets and the like should be on your shopping list at every trade show. You can also scout for stackable options to add to your merchandise mix any time you want on Instagram by following editors and trend reporters of all kinds.

PRODUCT DETAILS: Diamond double wrap bracelet handmade in 18K yellow gold and oxidized sterling silver, featuring old euro-cut diamonds, by Sylva & Cie

$48,000

sylvacie.com


Cindy Edelstein owns Jeweler’s Resource Bureau, a niche marketing firm that offers the industry solutions for helping designers and retailers connect and profit together. Visit jewelrydesignerfinder.com to sign up for her trend newsletter and follow her on Twitter at @JewelryBizGuru.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular