Connect with us

Columns

Vegas Must-Haves #6: Modern-Day Jewelry Where the Past Has a Presence

Everything old is new again.

mm

Published

on

Heading out to Vegas for Jewelry Week? Here are some of the trends we are predicting you will see and that you might want to bring into your store. Some have been going strong for a few seasons, while others have been evolving for a couple of years. All are popular from the red carpet to the ready-to-wear runways to the jewelry design studios. So, why not try your luck with this trend or the others we will be showing?

Designers continue to travel back in time for inspiration. This is not a new concept. In jewelry the adage “whatever old is new again” is one that definitely applies. But today’s designers who borrow from the past are daring to mix different time frames, periods and materials with abandon. Here we look at designers who do one of two things: reflect on the past and revive symbols and motifs with a modern-day creative flair, or revitalize components from antique or vintage jewelry and work them into designs that are relevant today and will remain so well into the future.

Heavenly Vices’ Souvenir collection revives love tokens (actual coins from the 1800s) into modern day keepsakes and future heirlooms. Her sterling silver Gipsy coin is surrounded by a contemporary bezel of rubies and an orange sapphire set into the coin. It hangs from an 18” ruby bezel and silver chain. heavenlyvices.com. $1750 complete.

Advertisement

Seal & Scribe uses antique hardstone intaglios and glass Tassies which are engraved with sentimental or symbolic meanings and motifs. Shari Cohen, designer creates original bezels and shanks for each piece from the past. Here her 18K gold ring features a yellow glass Tassie that is a rebus (puzzle of words and motifs) which reads hand to hold; heart to forgive. sealandscribe.com. $2,295

Darsana Arden14K yellow gold and silvered(antiqued) mirror in the shape of a crowned heart with tapered baguettes forming the crown. Crowned hearts in Victorian times represented “triumphant love” For Kathleen Sleigh designer behind the collection, “ it embodies our heart’s desire – to love and be loved with a fierce loyalty.” On 18″ chain. darsanajewelry.com $1550.00

Arman Sarkisyan 22K gold and blackened silver diamond and ruby arrow earrings. Arman Sarkisyan has consistently reinvented past iconic motifs with an eye for what the modern woman wants and with a current vibe. Here he takes cupid’s arrow which are meant to pierce the heart with love and creates linear earrings that are at once elegant and edgy. armansarkisyan.com. $7,480

Beth Bernstein is a published author of three books and jewelry and fashion expert with 18+ years experience. A broad knowledge of the history of jewelry and fashion coupled with a background in "the story", writing, trends, design concepts has earned Beth a proven track record.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

A Packed Store Like the Day Before Christmas? Wilkerson Makes It Happen

Deb Schulman says once she and her husband, Ron, decided to retire, she could feel “the stress start to leave.” The owners of B. Alsohns Jewelers in Palm Desert, California, the Schulmans had heard about Wilkerson over the years and contacted them when the time was right. Wilkerson provided the personalized service, experience and manpower it took to organize their GOB sale. “We are so impressed with the way Wilkerson performed for us,” says Ron Schulman, “I’d send high accolades to anyone who was interested.”

Promoted Headlines

Columns

These 3 Jewelry Marketing Approaches Will Draw More Self-Purchasers To Your Store

It begins by focusing your advertising on ideas rather than products.

mm

Published

on

A ROUND THE WORLD, women are primary decision-makers for high-dollar purchases. If you are not marketing to women in ways that appeal to and engage them, you’re not benefitting from their purchasing power.

Here are three marketing suggestions to improve your female appeal, and which illustrate the differences between male and female buyers.

Video: Jewelry Store Owner Hits Robbers With Jars of Pickles
Headlines

Video: Jewelry Store Owner Hits Robbers With Jars of Pickles

Jewelry Store Was Going Out of Business … But a Former Employee Had Other Ideas (Video)
Headlines

Jewelry Store Was Going Out of Business … But a Former Employee Had Other Ideas (Video)

Louis Vuitton to Sell Jewelry Made From World’s Second-Largest Diamond
Headlines

Louis Vuitton to Sell Jewelry Made From World’s Second-Largest Diamond

1. Attract women with ideas. Picture the typical Ace Hardware ad. Ace focuses on products and prices. They know men come to their stores for specific tools and solutions. Ace’s lifestyle advertising features outdoor cooking, lawn care, and similarly specific objectives.

Those themes all appeal to the average guy’s get-it-done style of shopping.

In comparison, Home Depot’s advertising focus is soft. They convey the joy of making a home beautiful and welcoming through fun projects with one’s spouse. Home Depot is not selling tools — they’re selling hearth, home, and togetherness.

When women shop for luxury goods, they consider how they will feel when they have the object, and how the object will affect their happiness (even if the object is not for themselves).

When you advertise, do you push specific items? Or do you promote the ideas your business stands for, and how you contribute to the quality of your customers’ lives? Specific item promotions are useful for your male shoppers, but to bring in more women, you must tell meaningful stories.

2. Nurture leads with social proof. Social proof is the psychological tendency of people to conform (also known as herd behavior). The digital marketplace skillfully exploits social proof to make sales. Ratings, votes, reviews, likes, comments, and shares are all forms of social proof.

But remember that men and women use social proof differently. Men prefer votes and ratings, because they want measurable, specific feedback. Women use dialog to enhance the shopping experience, so they appreciate comments and reviews. To attract female buyers, develop a library of reviews and comments.

3. Merchandise your store for themes, not things. Walk into any Williams Sonoma, and you’ll find theme-driven baking displays that include bakeware, utensils, mixes, and the latest color Kitchenaid mixer. Williams Sonoma does a phenomenal job of merchandising to women (not coincidentally, women hold almost 60 percent of Williams Sonoma’s top executive positions).

Men like to cook too, but they are more likely than women to head to a restaurant supply store for their kitchen purchases, partly for the prices, but also because restaurant suppliers offer the compartmentalization and categorization they crave.

Women don’t shop for things; they shop for themes. Merchandise around themes in your store, and women will gravitate to those sections and displays.

These are just a few of the ways in which female buyers respond and behave differently than male buyers. If your buyers are more than 50 percent male, you could grow your sales instantly just by attracting more women to your store and keeping them there long enough to close.

Continue Reading

Sales Truth

Why A Well-Told Proposal Story Could Help Close The Sale

It starts with getting the groom-to-be involved.

mm

Published

on

WHY IT IS TRUE: He is in your store to purchase an engagement ring, a totally unfamiliar task for him.

PLAN OF ACTION: Ask him how he plans to propose. If this is something he has not considered, take this opportunity to share several beautiful proposal stories your clients have used. Ask him questions, get him involved, encourage him to share his plan, and help him embellish it in any way you can.

Continue Reading

Columns

What This Jeweler Learned From a Cruise Line Changed Her Store Forever

Here’s how it can change yours too.

mm

Published

on

WE TOOK A cruise for my mother-in-law’s 80th birthday. The enchantment started the minute we walked aboard the ship. People called out our name and joyfully announced our arrival. Next, customer services had our vacation packet waiting and warmly discussed all of our shore excursions, on-board activities and general information.

You might ask why I am going on about an itinerary, but it wasn’t just the cruise — it was the culture of the engaged employees who delivered a sense of welcome, happy-to-oblige helpfulness and genuine courtesy on all levels that was so alluring.

Podcast: The 12 Days of Christmas … Like You’ve Never Heard It Before
Over the Counter

Podcast: The 12 Days of Christmas … Like You’ve Never Heard It Before

Podcast: Aleah Arundale Tells Why She Created Jewelers Helping Jewelers
JimmyCast

Podcast: Aleah Arundale Tells Why She Created Jewelers Helping Jewelers

Podcast: Jenny O Calleri Takes on Her Biggest Challenge Yet — Store Ownership
The Barb Wire

Podcast: Jenny O Calleri Takes on Her Biggest Challenge Yet — Store Ownership

How would your store or your employees compare to that kind of service? When I came back, I immediately had the discussion of “Customer Magic” with my team. A cruise salesperson has a very limited window of opportunity to engage a client, exchange pertinent information, and then together create a satisfying outcome. Most of what they will achieve depends on their presentation, execution of interests and the level of engagement that ensures they have transformed this individual into a loyal customer who will return for another round — not unlike a new customer coming into your store on a virgin excursion, exploring to see if you have what they need.

Did you greet them happily or meet them at the door? Did you engage with a smile and genuinely helpful attitude? Did you give a sincere compliment as an icebreaker? Did you extract the information required to make their experience feel welcoming and helpful by asking open-ended questions? Could you satisfy their expectations or meet their needs efficiently? What did you do that would gain their trust? Ultimately, in this limited engagement, did you earn their loyalty?

Every customer, every time, needs the red carpet treatment if you intend to catapult your store to the forefront from the plethora of retail choices. With a limited window of opportunity, presented from five to 50 times a day depending on your traffic flow, are you making the most of each customer interaction? How are you training your sales team to be guardians of guaranteed customer loyalty and to do what needs to be done to make this a great experience? On every level, from owner to salesperson to jeweler to gift wrap, is this a cohesive team helping to insure that each customer is fulfilled, and thus will return in the future?

Wish lists, rapid repairs, quality merchandise, free inspections and creature comfort amenities create an exchange that resonates with your clientele, and then they share with their peers. How would you rate your store on the “Customer Magic” scale?

Continue Reading

Most Popular