Press Releases

Royal Chain Is Betting That Love Is Not on Pause with a Brand New Bridal Collection

The collection features some trending favorites, such as paperclip chains, layering bracelets, pearls, and of course something blue.

Published

5 years ago

June 17, 2020

INSTORE Staff

(PRESS RELEASE) While New York City as a whole made its first steps back to life this week, Royal Chain is kicking off the end of their lockdown by introducing their first post quarantine collection.

The next generation of their hugely popular bridal collection is coming out just in time for what is usually considered wedding season. While many celebrations have been postponed or cancelled, Royal Chain is betting that the lucrative bridal market will still be strong through the rest of the year, and with many people holding off on big celebrations or travel, there may be a whole lot more money left over to spend on gifts and jewelry.

Royal Chain’s first foray into the bridal market was last spring with the “after the ring” collection, which featured pieces centered on add-on sales. The goal was simple – get the newly engaged couple back (to the jewelry store that sold the ring) to shop for all of the additional things they will need like bridesmaid gifts, groomsmen accessories, gifts for the mother of the bride, or even items the bride will want to wear for her bachelorette or shower. Not one wedding band or semi mount was to be found, as Royal Chain believes the focus should be on the things they do best, such as gold and silver fashion. The concept was a resounding success with retailers basically wondering why they didn’t think about this before.

A new catalog will support the release, simply called after the ring – Volume II. The collection features some trending favorites, such as paperclip chains, layering bracelets, pearls, and of course something blue. There is even a YES necklace that is available in three languages. And everything is thoughtfully priced.

Royal Chain hopes this bridal collection will help retailers spur some much-needed sales in this vital second half of 2020. “I believe the bridal customer is going to want to support their local jewelers now more than ever, but it is up to the re-tailer to make sure they have everything to retain them”, says Vice President of Marketing Phillip Gabriel Maroof.

To request a catalog, in-case display, or more information on the collection, email [email protected]. Generic copies are also available to retailers in bulk for them to hand out in their stores.

Product images for the collection can be found here.

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