Headlines

Pandora Shifts Design Strategy, Targeting New Customer

Published

8 years ago

May 6, 2016

INSTORE Staff

Company aiming to address change in female consumer behavior.

Pandora is charting a new design strategy and hoping to capture an emerging customer demographic, as WWD writes. The article says that the company has identified a change in consumer behavior – specifically the rise of the “self-empowered” female shopper – and that it will renew its focus on categories such as rings and earrings to address that change.

“I think that, in the past, we were designing charms – and then jewelry. What we do now is design concepts for jewelry and within those concepts there is the charm category,” Stephen Fairchild, senior vice president and chief creative officer at Pandora, told the news outlet.

The article adds that Pandora has worked with a consulting agency to tailor its messaging for the 21st century consumer. “Women are much more self-empowered, more confident within themselves, and also very confident in self-purchasing,” says Fairchild. “Whereas in the past I would primarily say that the jewelry industry was all about gifting, the interesting shift is that now the consumer is willing to gift to herself.”

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”