Connect with us

Press Releases

First Jewelry to Close; President Will Retire

mm

Published

on

(PRESS RELEASE) Toronto, OH – Neil Travis, president of First Jewelry, the exclusive distributor of Persona, has announced his retirement and exit from the jewelry business after a career spanning more than 40 years. The decision comes amid recognizing the rapidly changing marketplace despite the success of the Persona brand.

Known for its selection of sterling silver jewelry, Persona gained success through its portfolio of iconic licenses, e-commerce and retail distribution to become a major force in the silver charm business. Beginning only eight years ago, Persona experienced dramatic growth and expanded from the North American market to become an international brand, carried by over 1,000 retail locations in Canada, the U.S. and the UK.

In recent years, Persona’s brand growth and popularity were driven by unique and iconic licensed collections that gained the attention of consumers worldwide. The strategy proved to be so effective with the exceptional success of the Peanuts by Persona collection that the brand introduced three additional licenses featuring The Beatles, emoji and Coca-Cola — all icons of popular culture for diverse and cross-generational fans to love and collect.

However, these successes were offset by the decision of the brand’s largest retail partner to exit the silver charm business in its mall-based stores, resulting in a dramatic decrease in revenue through the latter of 2017.

“Although the business and positioning strategy was sound and the onboarding of new Persona Partners continued to grow over the past year, after more than 40 years of manufacturing, marketing and merchandising in the jewelry business, it seems like the right time for me to retire”, said Travis.

Though the business has been slated to close on March 30 of this year, Travis also expressed an interest in seeing the Persona brand live on and is currently making every effort to transition the business to another company and/or investor to capitalize on what continues to be viable and a growth opportunity.

Advertisement

“Any interested parties with jewelry and/or online marketing expertise would be suitable candidates,” Travis said.

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