09222017Fri
Last updateWed, 20 Sep 2017 7am

Mia Katrin

Sizzling Summer Style

Summer fashion is blazing with hot new trends to excite and entice. Fashion sells! What’s trending on runways and spotted on celebrities quickens the pulse of your clientele. Jennifer Lawrence wore a long diamond strand backwards at the Oscars, spurring the “backlace” necklace trend. Virtually any style Catherine Duchess of Cambridge wears is immediately sold out. Stay ahead of the fashion curve. Be the “go to” store in your area for what’s hot. Attract fashion-forward customers and stimulate sales. Strong trends now through fall:

Mia-Graham-Aug• Gold is back!

After years on the back burner gold is front and center. Karat gold pieces after long scarcity are perceived as precious and desirable. Yellow gold is also emerging with renewed interest. Rose gold is hot. Look for necklaces, earrings, bracelets and rings in 14 or 18 karat gold with or without gems. Gold may be paired with blackened metals for a contemporary, edgy look. There’s nothing like gold.

• The Statement Collar

Statement necklaces, strong for the last 2-3 years, have now morphed into the statement collar. Impressive pieces of collar length add drama yet are versatile. Look for bold pieces in metals and gems that impress yet are suitable for everyday wear.

• Wear it where?

The sky’s the limit. Gone are the days when the “right hand ring” was edgy. Rings are now being designed that encompass several fingers at once, can be worn on the second joint or combine a bracelet with a ring. Non-matching earrings are an emerging trend to watch. Traditional necklaces may be worn backwards; pins worn as hair ornaments. Customers now have seemingly unlimited opportunities to express themselves.

• Sell the story

Stories sell. Customers are looking for “jewelry with a soul” - artisan or hand made pieces inspired with an artist’s vision. For this target customer, generic jewelry doesn’t compare. They want to know the story behind the piece, its meaning. A story transforms a commercial product into a precious symbol. It adds value. Stories bring jewelry to life.

Mia-Courtney-Aug• The medium’s the message

Make it personal. Jewelry with written messages, expressing positive affirmations - “love,” “hope” - or personal statements, such as names, only continues to grow in popularity. Charms, amulets, talismans - all amplify and express emotional or spiritual value. It’s cutting edge fashion. But more.

• Eco friendly

So you want to save the planet? Start with your jewelry. Increasingly savvy customers want to be sure their gold and gems are ethically sourced. Recycled gold commands a premium. Green is in!

“You don’t sell the steak, you sell the sizzle” the advertising adage goes. Fashion is the sizzle that sells. Are you fashion savvy? Is your store fashion friendly? Have staff members model pieces. Display pictures in store of celebs wearing the newest trends next to similar pieces in cases. Designate a staff member as your “fashion expert” to serve as the go to person for customer suggestions. Fashion’s fun! Add another engine to your sales and enjoy.


Mia Katrin is an award-winning jewelry designer featured in over 70 top stores nationally. She is available for lectures and seminars. To add her Collections or book a lecture: www.jeweljewel.com, 877 539-3569, facebook.com/.

 

The Birth of a Treasure

Expecting the birth of her first child in 2008, Puja Bordia realized the time was right to launch her lifelong dream, her own designer jewelry company. Descended from 18 generations of jewelers in Jaipur, India, jewelry was in her blood. It was also her passion.

A Treasure of Jewels

“Dream big, work hard and make it happen,” Puja Bordia, founder of the Tresor Collection of fine jewelry (tresorcollection.com), recently shared her fascinating colorful story in an interview. “I believe if you dream about it, work hard for it, and believe in yourself, you can make it happen. I come from a family of 18 generations of jewelers in Jaipur in India. The Mookim family - my maiden name - served as treasurers for the Maharajas or princes in Jaipur for centuries. They were jewelers, goldsmiths and gem cutters, making incredible suites of necklaces, earrings, bracelets, even crowns. Virtually all my extended family is in the jewelry business. It’s in my blood, thus it’s my passion.”

The New Royal Style - Royal Makeover?

News flash! According to the Daily Mail HRH Queen Elizabeth has decreed that the Duchess of Cambridge Kate, on her upcoming visit to Australia, will wear longer hemlines. The Queen has asked her personal stylist Angela Kelly to work with Kate to prepare outfits (four daily outfit changes) and accessories including jewelry for the trip. In addition Kate will be wearing more important statement necklaces and tiaras - including some of the Queen’s and Queen’s mother’s favorite tiaras - to project more of a “sense of majesty.” Apparently even royalty wear statement necklaces!

How conscious is your business?

In November 2013 the National Labor Relations Board announced it would prosecute Wal-Mart, the country’s largest employer, for widespread violations of workers’ rights, including pressuring its workers not to engage in legally protected strikes for better working conditions.

In recent years the behemoth corporation has faced a torrent of lawsuits connected with workers’ rights, including issues of low wages and inadequate health care. Anecdotes are rampant of workers kept at part time status to deny them the benefits of full time workers and applying for local government assistance such as food stamps and health care since their low wages cannot provide for these basic necessities. Should the world’s largest retailer provide its workers with a living wage?

Trunk Shows - Report from the trenches: 7 Steps to Success

Do you have Trunk Show phobia? Been burned by a less than fantastic experience? Fear you’ll organize a show and no one will come? Haven’t a clue how to begin?

Take it from a veteran designer with Trunk Show experience of dozens of shows yearly, it’s all in how you do it. Plan smart. Shows are a natural marketing tool and can add a great boost to sales.

A seven step plan to avoid pitfalls and maximize success:

• Step 1. Choose your designer

Fit your market niche or open up a new one. If you do mostly bridal, consider introducing colored gems. Seek out what’s fresh, new, exciting. The artisan look is hot now. Target designers with a story who promote it well. What styles appeal to your clientele - traditional, fashion-forward? Designers may do Trunk Shows for stores that don’t yet carry their line.  Use shows to test market new looks.

Pick a designer who’s “hands on” - providing logistic and marketing support. I provide a complimentary package including postcard invitations designed specifically for the store, ready to mail (stores order anywhere from 100 to 2000), press releases and digital photos for local media, interviews (I’ve even done live radio interviews during shows) and promotional materials such as catalogs and bio cards.

• Step 2. Set the date

You want maximum draw. Before the holidays - October thru December— - often packs the most punch. But Mother’s Day and Valentine’s Day can also work. Will weekends or weekdays heighten the response? Consider an extra after hours party type event for selected clientele.

Designers often schedule even a year in advance, but generally a month preparation is sufficient. 

Avoid pitfall: Not choosing an effective date and time for maximum traffic.

• Step 3. Create the buzz

Consult with your designer, develop your PR plan and get to work! Plans can include ads (I provide camera ready ads), e-mail and Facebook blasts. Tell select clients, “We have a designer coming that I think you’d really enjoy.” The personal touch is magic. Have on hand pre-show catalogs, brochures, bio cards with the designer’s website. If you don’t already have some pieces from the designer, consider investing in a starter collection to tantalize clients.

Avoid pitfall: Not getting the word out.

• Step 4. A few days before the show

Check in with your designer to be sure everything’s set. Have an area in your store ready - generally 10 feet of linear space is sufficient. Mirrors are a must! Familiarize your staff with your designer’s line and story. Do you want to provide some refreshments? Have a Wish Book on hand to record customers’ favorite pieces - as well as contact information and birthdays.  Review store policies such as special show discounts, layaway and inventory procedure for show sales.

• Step 5. The big day!

Now’s the time to capitalize on your preparations and have fun! Let your designer tell her story and work her magic.

I love to connect with clients at shows and get feedback for future Collections. Your designer can add the personal touch - suggest pieces for individual clients, custom alter pieces for them. Customers love to meet designers and may even ask for autographs. Your goal is to develop repeat clients as fans who become collectors.  Have extra staff available to help as multiple sales often cluster - buzz creates draw!

• Step 6. Follow up

A must! Many sales often come following the show. Shortly after, contact clients who were considering pieces during the show but didn’t complete the sale. E-mail pictures of their chosen pieces. Contact their “significant other” for birthdays and anniversaries - from your show’s Wish Book. I add new clients from shows to my regular designer e-newsletters with plenty of tantalizing photos to keep interest stoked, a most effective marketing strategy!

Evaluate the show. What worked? What didn’t? What can you do better next time?

It’s highly recommended to have a selection of the designer’s inventory on hand after the show for follow up sales, based on what worked during the show. You’ve created the buzz, now’s the time to capitalize on it!

Avoid pitfall: Neglecting strong follow up.

• Step 7. Long range plan

Build on your success. For successful shows, set up a plan for regular shows with that designer. Your goal is to cultivate an additional loyal customer base that will add a new engine to your sales.

Remember, everything you put out in terms of promotion comes back, though sometimes not thru the same channel! All advertising has a good effect. Even in lean times, the smart move is to promote more. Trunk Shows are an ideal vehicle to expand your client base, generate sales, and add designer buzz to your store’s profile.


Mia Katrin is an award-winning jewelry designer featured in over 70 top stores nationally. She is available for lectures and seminars. To add her Collections or book a lecture: www.jeweljewel.com, 877 539-3569, facebook.com/MiaKatrinforJEWELCOUTURELLC.

 

What’s your New Year’s resolution?

Transformations

Out with the old, in the new! Have you made your New Year’s resolutions? The New Year offers an opportunity for reflection, for taking stock of what we’ve accomplished. It’s also a time for hitting the re-set button, clarifying our goals.

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