When anyone thinks of rhinestone and glitz
holiday comes to mind. But spring actually
offers more opportunities for sales of glitz.
The line up of events for rhinestone and
elegant jewelry is almost endless--prom,
bridal, pageant, dance competition, Easter,
Mother's Day and more. This is the annual
bonanza for retailers nobody wants to miss.
So we need to be ready with a fashion jewelry
selection that includes attention-grabbing
sparkle and elegance. Here's some fresh ideas.
Must Have Glitzy Jewelry for Spring
Rhinestone jewelry is a must
for the major
events of Spring. We think those traditional
rhinestone designs have been around forever,
but not so. The machine that makes
rhinestone chain was actually invented around
World War II and what is called rhinestone
before that, we call crystal jewelry today.
Now what designs do we need sparkling in the
showcase. First, think about the type of
customer that makes up your market. Prom and
bridal are nearly everywhere. Almost every
community has a high school and that means
prom. Also, the need for wedding jewelry is
universal. Both of these markets gravitate
towards delicate designs. Yes, we know that
bridal and prom magazines are showing bolder
jewelry and forecaster are calling for it,
but year after year, it doesn't happen. Prom
girls and brides keep returning to the
delicate looks. Since you are almost
certain to get some of this business, include
delicate and tasteful designs in necklace
sets. Earrings worn alone can be a little
more dramatic. The run away best seller is
clear rhinestones in silver plated settings
so if nothing else make sure you stock this look.
Rhinestone jewelry gets more dramatic for
pageant, ballroom dance, and any event or
performance where jewelry sparkles under the
lights and must make a statement from a
distance. This is the icing in rhinestone
jewelry and generates some nice sales if you
have these customers. Ultra-dramatic
necklace sets are very affordable today
because of the mix of high quality acrylic
stones with the rhinestones. This creates
very bold looks with wholesale prices below
$10.00. The acrylic stones sparkle, but
nothing compares to crystals so we wondered
how it would sell. The first shipment of
this fabulous look blew out the door even
surprising us. Restock is on its way so look
for it soon.
Glamorous Jewelry Designs of the Past
There's something irresistible about the
glamorous jewelry of past eras. Perhaps the
most spectacular of these times was The
Golden Age of Costume Jewelry. The era was
from the 1930s to the 1960s when truly tough
times occurred. The Great Depression began
in 1929 with record unemployment and no
safety net, continuing until the forties when
World War II started. These harsh times were
the setting for the most glamorous period of
costume jewelry--proof of the resiliency of
the human spirit.
As quiet as a whisper, a trend in fashion
jewelry is recreating these fabulous looks.
Each season and several times during the
season inspirations of this extraordinary
costume jewelry surfaces as part of the
fashion jewelry story in department stores
and boutiques. Fashion magazines and the
runways are constantly giving us a glimpse of
the look. Fashion trends begin beneath the
radar and rise to wide acceptance before
beginning to decline--a process that generally
covers a decade. We believe we are in that
initial period of this trend in costume
jewelry and the catalyst was the economic
scare of the recession.
we search for to fulfill the look? Think of
the masters of costume jewelry during the
Golden Age--Eisenberg, Juliana, Coro, Trifari,
Miriam Haskell, Chanel and more. Creativity
reigned as designers were no longer harnessed
to the high cost of precious metals and
designs used large crystals and
enameled metals. Sculptured metal gave
life-like appearance to themes from nature
and the garden. Search the designers of this
era under images on line and notice how the
look is creeping back into fashion jewelry.
Large necklace sets, bold dangling earrings,
and dramatic cuffs and bangles are surfacing.
Perhaps more important than anything is
brooches. Put the pieces together in your
shop sot they tell a story. This look is low
risk because classic sells even when it isn't
the trend so there will always be a market,
but we expect it to be major as the trend
continues to develop.
Nothing Competes with Pearls for Elegance
Bridal jewelry is the blue chip
fashion jewelry. Bridal accessories always
have a market and its season never ends.
This is so true that recently Accessories
Magazine announced that some non-bridal major
retailers like J Crew and Urban Outfitters
were positioning to gain a piece of the
bridal market. Don't worry! There is plenty
to go around with annual sales in bridal
exceeding eight billion dollars.
interesting trend in bridal jewelry is the
subtle increase of faux pearl jewelry for the
wedding day. Previously rhinestone jewelry
has been slowly capturing more of the wedding
jewelry market, but faux pearl jewelry is
again increasing in sales volume. The best
of both worlds is rhinestone and faux pearl
combinations that lead sales. Price is not a
factor here as faux pearl jewelry has seen
slight increases while rhinestone jewelry
continues to surprise with ever-lower
pricing. Unquestionably, it is the brides'
preference. The solution is to offer a
selection that includes both rhinestone and
faux pearl plus the all-important
combinations of rhinestone and faux pearl in
Simplicity rules for the walk down the aisle.
Brides want everything perfect and feel it
is better to error on the side of
understatement than overdoing it. The
wedding albums are there for a lifetime and
so brides want those images to carry the
utmost of elegance.
Think beyond the
bride's jewelry and build bigger sales by
adding important bridal accessories like
tiaras, formal gloves, and evening bags. You
have access to an extensive selection of
styles and colors--something normally hard to
find. So this gives you a competitive edge
in filling the needs of the bride. Weddings
continue through the summer and can be a nice
plus in months when retail often slows.
Also, remember the bridesmaids. Bridesmaid
jewelry is a multiple sale that can be a nice
plus. Adding bridal jewelry and accessories
can give a level of stability to sales.
Next Newsletter: Summer Fashion Jewelry Trends
Will this summer have some surprises in
fashion jewelry that can impact your sales?
The next newsletter will be coming shortly to
answer that question that is important to
keep you ahead of the market. An in depth
look will cover colors and styles important
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