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LuxeRox Is Coming To A Retailer Near You

Jewelry Industry veterans expands LuxeRox, a crystal and fossil subscription-based company for jewelry retailers.




LuxeRox Is Coming To A Retailer Near You

(PRESS RELEASE) DENVER, CO — This spring, LuxeRox founders, Nan Lung-Palmer and Kelly Selcer Phoundoulakis celebrated their 1 year anniversary of the launch of their crystal and mineral-inspired home decor and accessories company, “Elevate your home and spirit with art forged by nature” – as the LuxeRox tagline reads, the founders created a niche that surprisingly had not previously existed, and was welcomed by the jewelry industry with open arms. “We launched with a B2C model and didn’t anticipate to expand into wholesale so quickly”, says Lung-Palmer, founder and CEO of LuxeRox and seasoned merchandising consultant to the trade. LuxeRox started as a subscription-based service encouraging the end customer to collect their own array of museum-caliber, palm-sized crystals and fossils for spiritual healing and home décor purposes.

During the Hard Rock Summit last fall, LuxeRox’s palm-size specimens caught the attention of retailers wanting to incorporate mineral roughs and fossils as part of their visual merchandising directive that is turn key. For example, retailers are placing LuxeRox’s 160,000,000 year old petrified wood specimen in their men’s jewelry and timepiece case as a conversation starter and LuxeRox’s rich “Emerald Green” Fluorite to their May birthstone case. Their customers are also purchasing LuxeRox’s minerals on their Lucite stand as gifts. “Our specimens create an effortless way for retailers to illustrate that close-knit relationship between roughs to fine gemstones and their customers are purchasing LuxeRox for emotional gifting and home décor purposes”, says Selcer, CMO of LuxeRox.

To keep up with wholesale interest, LuxeRox is now offering a premium line of specimens exclusively for jewelry retailers as a way to elevating their case line with vibrant colors, natural aesthetics, and intrigue. From Ruby in Zoisite mined near the base of Mount Kilimanjaro to fiery orange Spessartite Garnet in Matrix, this highly curated collection of museum-caliber specimens will not be available online. “We are especially proud to offer Rhodochrosite from The Sweet Home Mine, right here in our home state of Colorado”, says Selcer.

In addition to these gem-related roughs like Pyrite Sun from Sparta, Illinois to Midnight Tourmaline from Minas Gerais, Brazil, LuxeRox has paired their specimens that are jewel-toned with whimsical names such as “Aquamarine Aragonite” from Souss-Massa-Draâ, Morocco, and

“Tanzanite Fluorite” from the Xia Yang Mine in China. The founders want to emphasize that it is a play on colors and serves as suggestions on pairing these specimens in retailers’ jewelry cases (please review LuxeRox’s sample mineral and gemstone pairing slides).

Retailers who opt into their turn key specimen packages will also gain access to a cohesive selection of private label home accessories from Onyx bowls and table lamps to Ancient Orthoceras Cheese plate and Petrified Wood drink coasters. (please review LuxeRox’s sample Home Collection slides).


Wholesale packages starts at $3,500.00 and includes jewel-tone and gem-related mineral and fossil specimens, keepsake box, velvet dust bag, and LuxeRox Lucite display stand. Retailers will receive virtual training on selling and educating their customers on specimens’ origin and spiritual properties. Corporate gifting and private branding opportunities are available upon request. For more information, contact: for a wholesale catalog.



When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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